PENGARUH PERCEIVED WEBSITE REPUTATION,TRUST, PERCEIVED WEBSITE IMAGE DANRELATIVE ADVANTAGE TERHADAP CONSUME ATTITUDE TOWARDSONLINE SHOPPING PADA SITUSLAZADA DI SURABAYA
Abstract
Tujuan penelitian ini adalah untuk menganalisis efek dari advantage, perceived website image, perceived website reputation dan trust terhadap sikap pada belanja online .Data yang diambil dari 250 orang yang melakukan belanja online di Surabaya dianalisis menggunakan Structural Equation Modelling (SEM) dengan menggunakan Statistical Package for Social Sciences computer program (SPSS) versi 18 dan AMOS. Responden secara acak diambil dari penduduk Surabaya yang pernah melakukan belanja secara online. Berdasarkan hasil pengujian ditemukan dari 9 hipotesis hanya 7 hipotesis yang terdukung dan memiliki dampak positif signifikan terhadap attitude towards online shopping. Dampak dari hasil penelitian ini dapat membantu perusahaan untuk menciptakan strategi dalam rangka mendapatkan keunggulan kompetitif diantara situs belanja online lain.
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