PENGARUH LAYOUT DESIGN DAN ATMOSPHERE TERHADAP PURCHASE INTENTION PADA LAYANAN WEBSITE CITILINK
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Abstract
Penelitian ini merupakan penelitian yang dilakukan dengan tujuan untuk mengetahui hubungan dan pengaruh dari layout design terhadap emotional arousal dan attitude toward the website, atmosphere terhadap emotional arousal dan attitude toward the website, emotional arousal terhadap attitude toward the website dan purchase intention, dan attitude toward the website terhadap purchase intention pada layanan website Citilink. Penelitian ini merupakan replikasi dari jurnal yang sebelumnya dilakukan oleh Wu et al., (2014) dengan judul “How can online store layout design and atmosphere influence consumer shopping intention on a website?”. Untuk menguji model yang diajukan, digunakan layanan website Citilink. Proses pengumpulan data responden dilakukan oleh peneliti dengan menyebarkan kuesioner secara online di sosial media kepada pengguna layanan website Citilink di daerah Jakarta, Bekasi dan Surabaya. Jumlah sampel yang digunakan adalah sebanyak 135 sampel. Metode pengolahan data yang dipergunakan oleh peneliti di dalam penelitian ini adalah metode Model Persamaan Struktural dengan bantuan program Lisrel 8.70. Temuan yang didapatkan dari penelitian ini memperkuat hasil penelitian sebelumnya yang menunjukkan bahwa layout design berpengaruh positif terhadap emotional arousal dan attitude toward the website, atmosphere berpengaruh negatif terhadap emotional arousal dan attitude toward the website, emotional arousal berpengaruh positif terhadap attitude toward the website, emotional arousal berpengaruh negatif terhadap purchase intention dan attitude toward the website berpengaruh positif terhadap purchase intention.
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