FAKTOR-FAKTOR YANG MEMPENGARUHI ONLINE SHOPPING INTENTION PADA PRODUK VITAMIN DI DKI JAKARTA

HERDINA EKKY OCTAVIANTY, . (2022) FAKTOR-FAKTOR YANG MEMPENGARUHI ONLINE SHOPPING INTENTION PADA PRODUK VITAMIN DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi online shopping intention produk vitamin di DKI Jakarta selama pandemi Covid-19. Ada empat variabel yang digunakan yaitu online shopping intention, online shopping anxiety, perceived ease of use, dan perceived benefit. Peneliti menggunakan metode kuantitatif dengan menyebarkan kuesioner melalui Google Form. Peneliti menggunakan sampel sebanyak 250 responden yang pernah melakukan belanja produk vitamin di e-commerce minimal dua kali selama pandemi, berdomisili di DKI Jakarta, dan berusia ≥17 tahun. Data diolah menggunakan IBM SPSS Statistics 22 dan AMOS versi 21. Hasil penelitian menunjukkan bahwa pengaruh online shopping anxiety terhadap online shopping intention adalah signifikan negatif, pengaruh perceived ease of use terhadap online shopping intention adalah signifikan positif, pengaruh perceived benefit terhadap online shopping intention adalah signifikan positif dan pengaruh online shopping anxiety terhadap perceived ease of use adalah signifikan negatif. Kata Kunci: Online Shopping Anxiety, Perceived Ease of Use, Perceived Benefit, Online Shopping Intention, Produk Vitamin, E-Commerce This study aims to examine the factors that effect online shopping intention for vitamin products in DKI Jakarta during the Covid-19 pandemic. There are four variables used, namely online shopping intention, online shopping anxiety, perceived ease of use, and perceived benefits. Researchers use quantitative methods by distributing questionnaires via Google Form. The researcher used a sample of 250 respondents who had shopped for vitamin products in e-commerce at least twice during the pandemic, are domiciled in DKI Jakarta, and are ≥17 years old. Data were processed using IBM SPSS Statistics 22 and AMOS version 21. The results showed that the effect of online shopping anxiety on online shopping intention was significantly negative, the effect of perceived ease of use on online shopping intention was significantly positive, the effect of perceived benefit on online shopping intention was significant positive and the effect of online shopping anxiety on perceived ease of use is significantly negative. Keywords: Online Shopping Anxiety, Perceived Ease of Use, Perceived Benefit, Online Shopping Intention, Vitamin Products, E-Commerce

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D. ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 16709 not found.
Date Deposited:	25 Jan 2023 02:05
Last Modified:	25 Jan 2023 02:05
URI:	http://repository.unj.ac.id/id/eprint/36722

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