PENGARUH ANTESEDEN SIKAP TERHADAP MINAT KASKUSER DI SURABAYA UNTUK BERBELANJA SECARA ONLINE DENGAN MODERASI REPUTASI THREAD STARTER
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Abstract
Penelitian ini merupakan replikasi model penelitian yang diajukan pada penelitian Hsu, Lin & Chiang. (2012). Pada satu dekade terakhir perkembangan jumlah pengguna situs Kaskus atau biasa disebut Kaskuser meningkat dengan signifikan, hal ini meningkatkan jumlah thread yang tersedia pada situs Kaskus. Thread merupakan tulisan dari thread starter yang dapat digunakan oleh Kaskuser sebagai acuan dalam pembuatan keputusan pembelian. Penelitian ini bertujuan untuk menginvestigasi pengaruh dari persepsi kegunaan dari rekomendasi thread starter, kepercayaan dan sikap terhadap minat Kaskuser terhadap perbelanjaan secara online, serta peran moderasi reputasi thread starter. Survai yang dilakukan menggunakan teknik pengambilan sampel non-probability sampling melalui pendekatan snowball sampling. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) menggunakan software Lisrel 8.70. Jumlah sampel dalam penelitian ini sebesar 210. Hasil penelitian menunjukkan terdapat pengaruh kepercayaan terhadap persepsi kegunaan dan sikap, persepsi kegunaan terhadap sikap, sikap terhadap minat Kaskuser untuk berbelanja secara online, dan moderasi sebagian dari reputasi thread starter. Pengaruh persepsi kegunaan terhadap minat, dan kepercayaan terhadap sikap Kaskuser dalam perbelanjaan secara online dinyatakan tidak terdukung.
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