SIKAP KONSUMEN TERHADAP BELANJA ONLINE

Herry Hermawan

Abstract


Penelitian ini berkenaan dengan sikap konsumer terhadap belanja online, faktor-faktor yang memengaruhi konsumer untuk berbelanja secara onlline. Tujuan penelitian ini yaitu untuk mengidentifikasikan dan menganalisis faktor-faktor yang memengaruhi konsumer untuk berbelanja secara online. Penelitian ini didasarkan kepada Planned Behavior Theory dari Icek Ajzen dan Technology Acceptance Model. Metode penelitian yang digunakan kuantitatif. Polpulasinya adalah mahasiswa Universitas Moestopo Jakarta, dan Universitas Pasundan Bandung, sedangkan jumlah sampelnya 36 orang yang diambil melalui convenience sampling technique. Dari hasil penelitian diketahui, faktor rancangan situs Web merupakan faktor yang paling berpengaruh terhadap sikap konsumer untuk berbelanja online, diikuti oleh kenyamananyang merupakanfaktorkedua yang paling memengaruhisikapberbelanja online, kemudianfaktorpenghematanwaktu, danfaktorkeamanan.


Keywords


Konsumen, Online, E-commerce

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References


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DOI: https://doi.org/10.32509/wacana.v16i1.6

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