PENGARUH SIKAP KONSUMEN TERHADAP BELANJA PADA ONLINE SHOP DI INDONESIA

  • Prieccillia Mevionita Jurusan Manajemen Pemasaran / Universitas Surabaya
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Keywords: perceived web quality, e-wom, perceived benefits, trust, online shopping attitudes

Abstract

INTISARI Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh faktor-faktor (Perceived Web Quality, e-WOM, Perceived Benefits, Trust dan Online Shopping Attitudes) pada penelitian sebelumnya masih relevan digunakan saat ini. Obyek penelitian yang digunakan adalah Online Shop di Indonesia. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dari penyebaran kuesioner. Responden dalam penelitian ini adalah 250 responden yang pernah melakukan pembelian online, pernah melakukan pembelian kembali di online shop tersebut, dan pernah mengunjungi website online shop di Indonesia dalam 6 bulan terakhir. Teknik pengambilan sampel dalam penelitianini adalah non-probability sampling. Penelitian ini menggunakan pendekatan kuantitatif dengan melalui pengujian secara statistik. Pengujian dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan Analysis of moment structures (AMOS 16.0). Hasil penelitian ini menunjukkan bahwa faktor-faktor Perceived Web Quality memiliki hubungan yang signifikan terhadap E-WOM, E-WOM memiliki hubungan yang signifikan terhadap Trust, dan Trust memiliki hubungan yang signifikan terhadap Online Shopping Attitudes. Sedangkan, faktor Perceived Web Quality tidak memiliki hubungan yang signifikan terhadap Perceived Benefits, Trust, dan Online Shopping Attitudes, Perceived Benefits tidak memiliki hubungan yang signifikan terhadap Online Shopping Attitudes.

Kata kunci: perceived web quality, e-wom, perceived benefits, trust, online shopping attitudes.

ABSTRACT This study aimef to identify and analyse how much influence factors (Perceived Web Quality, e-WOM, Perceived Benefits, Trust dan Online Shopping Attitudes) on previous research relevant infor-used at this time. Object taken is Online Shop in Indonesia. The data used in research is primary data obtained from questionaires. Respondent in this study were 250 respondents who’ve been shopping online, online repeat buying, and have visited the online shop website in Indonesia for the past 6 months. The sampling technique of this study was non-probability sampling. This study uses a quantitative approach through statistical analysis. Tests conducted using Structural Equation Modeling (SEM) with the help of analysis of moment structures (AMOS 16.0) This result indicate that the factors Perceived Web Quality have a significant relationship to E-WOM, E-WOM have a significant relationship to Trust and Trust have a significant relationship to Online Shopping Behavior. While factors Perceived Web Quality had no significant relationship to Perceived Benefits, Trust and Online Shopping Attitudes, Perceived Benefits had no significant relationship to Online Shopping Attitudes.

Keywords: perceived web quality, e-wom, perceived benefits, trust, online shopping attitudes

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References

Hair, J.F., et al. (2010). Multivariate data analysis. (7th edition). New Jersey :Pearson Education Inc.

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Morgan, R. M. Dan Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No.3, pp. 20-38.

Schiffman, Leon G dan Leslie L. Kanuk. (1997). “Consumer Behavior”., Prentuce Hall., New Jersey.
Published
2017-09-01
Issue
Vol. 6 No. 1 (2017): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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