FITRI, RIZKA ANNISA (2021) FAKTOR MINAT TRANSAKSI ONLINE BAGI GENERASI MILLENIAL (Studi Kasus : Perusahaan Shopee Indonesia). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Millennials live in an era that has high mobility and is connected to the internet, thus influencing their needs to transact online, such as buying their needs and wants through online platforms. This study aims to determine, analyze, and discuss perceptions, uses, social influences, price perceptions, and risk perceptions of interest in online transactions on the Shopee Indonesia platform for millennials. This research uses quantitative methods. A total of 260 respondents were determined using purposive sampling. Data were collected using an online questionnaire with a Likert scale and analyzed using multiple linear regression analysis supported by SPSS 23.0 software. The results showed that the variables of perceived comfort, perceived usefulness, and price perceptions proved significantly positive in their interest in online transactions on the Shopee Indonesia platform. While the social influences and price perceptions variables have no significant effect. Keywords: Online Purchase Intention, Millennial, TAM theory, Price Perceptions Kaum millenial hidup di era yang memiliki mobilitas tinggi dan terkoneksi dengan internet, sehingga berdampak pada keinginan mereka bertranksaksi online, seperti membeli kebutuhan dan keinginannya melalui suatu platform online. Penelitian ini bertujuan untuk mengetahui, menganalisis, dan menguji pengaruh dari persepsi kemudahan, persepsi kemanfaatan, social influences, persepsi harga, dan persepsi risiko terhadap minat dalam bertransaksi online pada platform Shopee Indonesia bagi kaum millenial. Penelitian ini menggunakan metode kuantitatif. Sebanyak 260 responden ditentukan dengan menggunakan purposive sampling. Data dikumpulkan menggunakan kuesioner online dengan skala likert serta dianalisis menggunakan teknik analisis linear berganda dibantu oleh software SPSS 23.0. Hasil penelitian menunjukkan bahwa bagi kaum millenial, variabel persepsi kemudahan, persepsi kemanfaatan, dan persepsi harga berpengaruh positif signifikan dalam minatnya bertransaksi online pada platform Shopee Indonesia. Sedangkan variabel social influences dan persepsi harga tidak berpengaruh signifikan. Kata Kunci: Minat Transaksi Online, Millenial, Teori TAM, Persepsi Harga
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