Analisis Faktor-faktor yang Mempengaruhi Consumer Participation pada C2C E-Commerce di Kota Batam

Sutejo, Andriko (2018) Analisis Faktor-faktor yang Mempengaruhi Consumer Participation pada C2C E-Commerce di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini adalah untuk menguji faktor yang mempengaruhi consumer participation pada C2C e-commerce di kota Batam. Variabel independen pada penelitian ini yaitu reputation, information quality, trust, social commerce component, perceived ease of use, product delivery, transaction safety dan perceived usefulness. Sampel dari penelitian ini adalah masyarakat yang pernah melakukan belanja online di C2C e-commerce seperti di Tokopedia, Shopee, Bukalapak, dan Jakmall, jumlah total responden yang digunakan adalah sebanyak 402 responden, teknik pengumpulan yang digunakan adalah data primer yaitu melalui kuesioner. Penelitian ini juga menggunakan metode regresi berganda dan menggunakan program SPSS versi 20 dalam menguji hipotesis. Hasil penelitian ini menunjukkan bahwa variabel independen reputation, information quality, trust, perceived ease of use, transaction safety, dan perceived usefulness memiliki pengaruh positif terhadap consumer participation (purchase intention, recommendation intention, dan continuance intention). Sementara itu social commerce component dan product delivery tidak berpengaruh terhadap consumer participation (purchase intention, recommendation intention, dan continuance intention). ********************************************************************** The purpose of this study is to examine the factors that influence consumer participation in C2C e-commerce in the city of Batam. Independent variables in this study are reputation, information quality, trust, social commerce component, perceived ease of use, product delivery, transaction of safety and perceived usefulness. The sample of this study were people who had done online shopping in C2C e-commerce such as Tokopedia, Shopee, Bukalapak, and Jakmall, the total number of respondents used were 402 respondents, the collection techniques used were primary data through questionnaires. This study also uses multiple regression methods and uses the SPSS version 20 program in testing hypotheses. The results of this study indicate that independent reputation, information quality, trust, perceived ease of use, transaction safety, and perceived usefulness variables have a positive influence on consumer participation (purchase intention, recommendation intention, and continuance intention). Meanwhile social commerce component and product delivery have no effect on consumer participation (purchase intention, recommendation intention and continuance intention).

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