Anteseden online purchase intention pada marketplace.
Info Katalog
File Repositori
Pembimbing 3 : Then Hanie Chandra
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Luki Adiati Pratomo
Kata Kunci : perceived usefulness of buying online, perceived ease of buying online, perceived enjoyment of buyin
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TS_MMJ_122012201103_Halaman-Judul.pdf | ||
| 2. | 2024_TS_MMJ_122012201103_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_TS_MMJ_122012201103_Surat-Hasil-Similaritas.pdf | 66 | |
| 4. | 2024_TS_MMJ_122012201103_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_TS_MMJ_122012201103_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_TS_MMJ_122012201103_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_TS_MMJ_122012201103_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_TS_MMJ_122012201103_Bab-1.pdf | ||
| 9. | 2024_TS_MMJ_122012201103_Bab-2.pdf |
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| 10. | 2024_TS_MMJ_122012201103_Bab-3.pdf |
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| 11. | 2024_TS_MMJ_122012201103_Bab-4.pdf |
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| 12. | 2024_TS_MMJ_122012201103_Bab-5.pdf | ||
| 13. | 2024_TS_MMJ_122012201103_Daftar-Pustaka.pdf | ||
| 14. | 2024_TS_MMJ_122012201103_Lampiran.pdf |
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P Penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh dari Perceived Usefulness of Buying Online, Perceived Ease of Buying Online, Perceived Enjoyment of Buying Online, Price Consciousnes, Webstore Quality secara langsung terhadap Attitude Toward Buying Online dan Online Purchase Intention pada marketplace. Desain penelitian yang digunakan adalah penelitian kuantitatif dengan pengujian hipotesis kausalitas. Sampel yang digunakan adalah konsumen yang melakukan pembelian online minimal 1 tahun melalui marketplace di Shopee, Tokopedia, Blibli, Lazada, dan Zalora. Teknik pengambilan sampel menggunakan purposive sampling dan sampel yang digunakan sebanyak 328 responden. Analisis data menggunakan SEM-PLS yang pengolahannya menggunakan SmartPLS 3. Hasil temuan penelitian menunjukkan bahwa Perceived Usefulness of Buying Online, Perceived Enjoyment of Buying Online, dan Webstore Quality berpengaruh positif terhadap Online Purchase Intention sementara Perceived Ease of Buying Online dan Price Consciousness tidak terbukti berpengaruh terhadap Online Purchase Intention. Perceived Usefulness of Buying Online, Perceived Ease of Buying Online, Perceived Enjoyment of Buying Online, Price Consciousness dan Webstore Quality terbukti berpengaruh positif terhadap Attitude Toward Buying Online. Hasil pengujian juga menunjukkan Attitude Toward Buying Online berpengaruh positif terhadap Online Purchase Intention dan Attitude Toward Buying Online terbukti memediasi pengaruh dari Perceived Usefulness of Buying Online, Perceived Ease of Buying Online, Perceived Enjoyment of Buying Online, Price Consciousness dan Webstore Quality terhadap Online Purchase Intention. Hasil penelitian ini memberikan informasi bahwa pembelian barang secara online melalui marketplace harus memperhatikan perilaku dari konsumen dengan mempertimbangkan aspek manfaat, kemudahan, kesenangan, harga, serta kualitas dari webstore.
T This study was conducted with the aim of analyzing the effect of Perceived Usefulness of Buying Online, Perceived Ease of Buying Online, Perceived Enjoyment of Buying Online, Price Consciousness, Webstore Quality directly on Attitude Toward Buying Online and Online Purchase Intention on the marketplace. The research design used is quantitative research with causality hypothesis testing. The sample used is consumers who make online purchases for at least 1 year through the marketplace at Shopee, Tokopedia, Blibli, Lazada, and Zalora. The sampling technique used purposive sampling and the sample used was 328 respondents. The data analysis used is SEM-PLS which is processed using SmartPLS 3. The research findings show that Perceived Usefulness of Buying Online, Perceived Enjoyment of Buying Online, and Webstore Quality have a positive effect on Online Purchase Intention while Perceived Ease of Buying Online and Price Consciousness have no proven effect on Online Purchase Intention. Perceived Usefulness of Buying Online, Perceived Ease of Buying Online, Perceived Enjoyment of Buying Online, Price Consciousness and Webstore Quality are proven to have a positive effect on Attitude Toward Buying Online. The test results also show that Attitude Toward Buying Online has a positive effect on Online Purchase Intention and Attitude Toward Buying Online is proven to mediate the influence of Perceived Usefulness of Buying Online, Perceived Ease of Buying Online, Perceived Enjoyment of Buying Online, Price Consciousness and Webstore Quality on Online Purchase Intention. The results of this study provide information that purchasing goods online through the marketplace must pay attention to the behavior of consumers by considering aspects of usefulness, ease, enjoyment, price consciousness and the webstore quality.