Khairiyah, Imadatul (2019) Analisa Faktor yang Mempengaruhi Perilaku Konsumen dalam Belanja Online di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Penelitian ini memiliki tujuan agar mengetahui faktor yang memiliki pengaruh pada variabel online shopping behavior di Kota Batam. Faktor-faktor yang dimaksud adalah variabel financial risk, convenience, dan attitude sebagai variabel intervening. Penduduk Kota Batam ialah populasi pada penelitian ini. Target populasi ialah pengguna atau masyarakat yang pernah menggunakan aplikasi e-commere. Kuesioner sebanyak 350 disebar menggunakan sosial media instagram dan yang dilakukan pengujian menggunakan program Package for Social Science (SPSS) sebanyak 300 kuesioner. Teknik sampling yang digunakan ialah purposive sampling. Hasil penelitian ini memperlihatkan bahwa hanya satu hipotesis yang berpengaruh signifikan yaitu pada hipotesis ke lima. Pada variabel risiko keuangan terhadap sikap tidak berpengaruh secara signifikan. Kemudian variabel kenyamanan terhadap sikap tidak memiliki pengaruh yang signifikan. Lalu variabel risiko keuangan terhadap perilaku belanja online tidak memiliki pengaruh yang signifikan. Begitu juga dengan variabel Kenyamanan konsumen terhadap perilaku belanja online yang tidak memiliki pengaruh yang signifikan. Hanya satu variabel yang memiliki hasil signifikan yaitu variabel sikap terhadap perilaku belanja online. Penelitian ini juga melakukan uji mediasi. Hasil menyatakan bahwa sikap bukan merupakan variabel intervening terhadap perilaku belanja online. ********************************************************************** This study aims to determine the factors that have an influence on online shopping behavior variables in Batam City. The factors in question are financial risk, convenience, and attitude variables as intervening variables. The population of Batam City is the population in this study. The target population is users or communities who have used e-commerce applications. 350 questionnaires were distributed using Instagram social media and those tested were using the Package for Social Science (SPSS) program of 300 questionnaires. The sampling technique used was purposive sampling. The results of this study indicate that only one hypothesis has a significant effect on the fifth hypothesis. The financial risk variable on attitude has no significant effect. Then the comfort variable on attitude does not have a significant effect. Then the financial risk variable on online shopping behavior does not have a significant effect. Likewise with the consumer convenience variable on online shopping behavior that does not have a significant effect. Only one variable that has a significant outcome is the attitude variable towards online shopping behavior. This study also conducted a mediation test. The results state that attitude is not an intervening variable on online shopping behavior.
| Item Type: | Thesis (Undergraduate) |
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| Additional Information: | Similarity: 23 |
| Uncontrolled Keywords: | financial risk, convenience, attitude, online shopping behavior |
| Subjects: | H Social Sciences > HF Commerce > Business > Marketing. Distribution of products |
| Divisions: | School of Economic and Business > Accounting |
| SWORD Depositor: | Admin Repository Universitas Internasional Batam |
| Depositing User: | Admin Repository Universitas Internasional Batam |
| Date Deposited: | 19 Oct 2019 04:49 |
| Last Modified: | 19 Oct 2019 04:49 |
| URI: | http://repository.uib.ac.id/id/eprint/1700 |
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