Niat Berperilaku Konsumen Batam Terhadap Pembelian Pakaian Secara Online

Gunawan, Erwin (2020) Niat Berperilaku Konsumen Batam Terhadap Pembelian Pakaian Secara Online. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan yang didapat dari penelitian yang dilakukan ini adalah untuk mengetahui bagaimana niat berperilaku dari konsumen Batam terhadap pembelian pakaian secara online, dimana penelitian ini menggunakan model of goal directed behavior sebagai kerangka dasarnya. Penelitian ini menggunakan variabel attitude, subjective norm, perceived behavioral control, positive anticipated emotion, negative anticipated emotion, dan frequency of past behavior sebagai independen, kemudian desire sebagai intervening, dan behavioral intention sebagai dependen. Peneliti mengumpulkan sampel dengan membagikan google form dimana jumlah data terkumpul sebanyak 272 responden, data tersebut akan digunakan pada penelitian. Responden yang digunakan dalam penelitian ini adalah penduduk kota Batam yang memiliki pengalaman berbelanja pakaian secara online dengan menggunakan e-commerce sebagai medianya. Metode penentuan kriteria sampel yang digunakan adalah dengan menggunakan purposive sampling method dan data diolah dengan bantuan program pengolahan data partial least square (PLS). Hasil yang didapat menunjukkan bahwa pada saat berbelanja pakaian secara online, variabel positive anticipated emotion ,negative anticipated emotion, dan frequency of past behavior tidak berpengaruh signifikan terhadap desire, sedangkan attitude, subjective norm, dan perceived behavioral control berpengaruh signifikan terhadap desire sebagai interveningnya dan yang kemudian juga berpengaruh signifikan terhadap behavioral intention, selanjutnya frequency of past behavior pada penelitian ini tidak berpengaruh signifikan terhadap behavioral intention. Hasil yang didapatkan menambah pemahaman tentang variable yang diteliti dan pengaruhnya terhadap niat konsumen dalam berbelanja pakaian secara online, dan hasil tersebut dapat menjadi masukkan bagi produsen maupun penjual pakaian yang menjual produknya secara online.------------------The purpose of this research was to determine the behavioral intentions of Batam consumers towards online clothing purchases, in which this study uses the model of goal-directed behavior as its basic framework. This study used the variables attitude, subjective norm, perceived behavioral control, positive anticipated emotion, negative anticipated emotion, and frequency of past behavior as independent, then there are desires as intervening, and behavioral intention as a dependent. The researcher collected samples by distributing google form where the amount of data collected was as many as 272 respondents involved, the data to be used in the study were respondents obtained from residents of Batam city. The research objects involved were residents of Batam City who had experience shopping for clothes online using e-commerce as the medium. The sample selection method used by the author to carry out the research is by using the purposive sampling method and it is processed with the help of a research program called partial least square (PLS). The results obtained after conducting the research shows that when shopping for clothes online, the variable positive anticipated emotion, negative anticipated emotion, and frequency of past behavior has no significant effect on desire, while attitude, subjective norm, and perceived behavioral control have a significant effect on desire as an intervening. which then also has a significant effect on behavioral intention, then the frequency of past behavior in this study does not have a significant effect on behavioral intention. The benefits that can be taken from the results obtained are to deepen the understanding and knowledge of consumers' intentions in shopping for clothes online.

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