Analisis Faktor-Faktor yang Mempengaruhi Niat Masyarakat dalam Berbelanja Online melalui Aplikasi E-commerce Berbasis Consumers to Consumers di Batam

Aprilia, Linda (2020) Analisis Faktor-Faktor yang Mempengaruhi Niat Masyarakat dalam Berbelanja Online melalui Aplikasi E-commerce Berbasis Consumers to Consumers di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Teknologi internet pada era globalisasi saat ini sangat berperan penting dan merupakan salah satu kebutuhan pokok masyarakat yang menjadikan sebagai alat komunikasi. Selain itu, teknologi internet juga menjadi alat sebagai jual beli secara online. Dalam perkembangan usaha online yang sangat pesat di Indonesia ini, transaksi jual beli online menjadi sangat sederhana, hanya dengan memprioritaskan kualitas informasi, kepercayaan, sistem yang aman dan layanan sudah dapat mempengaruhi niat masyarakat dalam berbelanja online. Penelitian ini dibuat untuk menganalisis faktor-faktor yang mempengaruhi niat masyarakat dalam berbelanja online melalui aplikasi e-commerce berbasis Consumers to Consumers di Batam. Objek pada penelitian ini adalah masyarakat yang memiliki niat dalam belanja online melalui aplikasi e-commerce yang berbasis Consumers to Consumers ( Bukalapak, Tokopedia, dan Shopee ) di Batam dengan menggunakan metode purposive sampling sebagai teknik pengambilan sampel. Data responden yang terkumpul sebanyak 300 dari 320 kuesioner yang dibagikan secara manual dan data diolah melalui alat analisis SPSS dan PLS. Hasil penelitian ini membuktikan bahwa Utilitarian berpengaruh signifikan terhadap Attitude Toward Online Purchase, Hedonic berpengaruh signifikan terhadap Attitude Toward Online Purchase Trust berpengaruh signifikan terhadap Attitude Toward Online Purchase, Privacy berpengaruh tidak signifikan terhadap Attitude Toward Online Purchase, dan Attitude Toward Online Purchase berpengaruh siginifikan terhadap Online Purhcase Intention. ********************************************************************** Internet technology in the current era of globalization is very important and is one of the basic needs of the people who make it a communication tool. In addition, internet technology is also a tool for buying and selling online. In the rapid development of online businesses in Indonesia, online trading transactions have become very simple, only by prioritizing the quality of information, trustworthiness, secure systems and services can influence people's intention to shop online. The purpose of this study is to analyze the factors that influence people's intention to shop online for users of Consumers to Consumers based e-commerce applications in Batam. The objects in this study are people who have the intention to shop online through e-commerce applications based on Consumers to Consumers (Bukalapak, Tokopedia, and Shopee) in Batam and the purposive sampling method as a sampling technique. Respondent data collected were 300 of 320 questionnaires that were distributed manually and the data was processed through SPSS and PLS analysis tools. The results of this study prove that Utilitarian has a significant effect on Attitude Toward Online Purchase, a significant influence on Attitude Toward Online Purchase Trust has a significant effect on Attitude Toward Online Purchase, Privacy has no significant effect on Attitude Toward Online Purchase, and Attitude Toward Online Purchase has a significant effect on Online Purhcase Intention.

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