Analisis Pengaruh Price Consciousness, Perceived Value, Attitudes, Subjective Norms, dan Perceived Behaviour Control Terhadap Purchase Intention Pakaian Saat Flash Sale di E-Commerce

Virgilius, Reynaldo (2019) Analisis Pengaruh Price Consciousness, Perceived Value, Attitudes, Subjective Norms, dan Perceived Behaviour Control Terhadap Purchase Intention Pakaian Saat Flash Sale di E-Commerce. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Pelaksanaan penelitian memiliki tujuan untuk mempelajari pengaruh hubungan antar variabel price consciousness, perceived value, attitudes, subjective norms, dan perceived behaviour control terhadap intention to buy flash sale produk pakaian di e-commerce. Masyarakat Kota Batam yang memiliki minat pembelian pakaian pada saat flash sale di e-commerce, seperti: Shopee, Lazada, Tokopedia, dll, hal tersebut yang digunakan penulis sebagai objek untuk melakukan penelitian. Metode penelitian yang digunakan oleh penulis adalah purposive sampling, dimana syarat dalam penggunaan metode ini adalah memenuhi karakteristik dan kriteria tertentu terhadap tujuan penelitian, khususnya yang bersifat paling utama. Smart PLS digunakan sebagai program untuk mendukung metodologi dalam penelitian yakni structural equation modelling (SEM), sebagai upaya memberikan analisa terhadap pengaruh antar variabel indenpenden yaitu price consciousness, perceived value, subjective norms, perceived behaviour control dan variabel mediasi yaitu attitudes towards flash sale terhadap variabel dependen intention to buy flash sale Hasil penelitian memperlihatkan bahwa price consciousness dan perceived value mempunyai pengaruh signifikansi positif terhadap variabel mediasi attitudes towards flash sale, dan variabel dependen intention to buy flash sale secara langsung. Variabel independen subjective norms dan perceived behaviour control berpengaruh signifikansi positif terhadap intention to buy flash sale. ********************************************************************** The implementation of research aims to study the effect of relationship between variable price consciousness, perceived value, attitudes, subjective norms, and perceived behaviour control on purchase intention of clothing when flash sale e-commerce. Batam citizens who has interested to purchase clothes during flash sale in e-commerce, such as: Shopee, Lazada, Tokopedia, etc, is used by the author as the object to be examined in this research. Author uses purposive sampling research method, where the requirements for using this method are to meet certain characteristics and criteria for the main objectives of the research. And the research methodology using structural equation modelling (SEM) with smart PLS program aims to analyze influence between independent variables which are price consciousness, perceived value, subjective norms, perceived behaviour control, and variable mediation which is attitudes towards flash sale toward variable dependent intention to buy flash sale. The results of the research showed that price consciousness and perceived value have a significant positive effect on variable mediation attitudes towards flash sale and variable dependent intention to buy flash sales directly. Independent variable subjective norms and perceived behavior control have a significant positive effect on the intention to buy flash sale.

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