AULIA, KUSMIATI ZULFA (2020) PENGARUH SIKAP, NORMA SUBJEKTIF, DAN PERSEPSI KONTROL PERILAKU TERHADAP INTENSI PEMBELIAN (Studi Kasus Pengguna Lazada di Jakarta Barat). S1 thesis, Universitas Mercu Buana.
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Abstract
The research aims to identity the influence of Attitude, Subjective Norms and Perceived Behavioral Control on Lazada application users. The subjects in this study were consumer who used the Lazada application in West Jakarta. The sample used in this study was 140 respondents. The sampling technique using a convenience sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Attitude has a significant positive effect on the intention to buying. Subjective Norms have a significant positive effect on the intention to buying and Perceived Behavioral Control has a significant positive effect on the intention to buying. Keyword: Attitude, Subjective Norms, Perceived Behavioral Control, Intention to Buying Lazada application Penelitian ini untuk mengetahui pengaruh Sikap, Norma Subjektif dan Persepsi Kontrol Perilaku terhadap Intensi Pembelian pada pengguna aplikasi Lazada di Jakarta Barat. Subjek pada penelitian ini adalah konsumen yang menggunakan aplikasi Lazada dalam belanja. Sampel yang digunakan dalam penelitian ini adalah sebanyak 140 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Sikap berpengaruh positif siginifikan terhadap Intensi Pembelian. Norma Subjektif berpengaruh positif siginifikan terhadap Intensi Pembeliandan Persepsi Kontrol Perilaku berpengaruh positif siginifikan terhadap Intensi Pembelian. Kata Kunci : Sikap, Norma Subjektif, Perceived Behavioral Control, Intensi Pembelian, Aplikasi Lazada.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 106 |
| NIM/NIDN Creators: | 43116010291 |
| Uncontrolled Keywords: | Sikap, Norma Subjektif, Perceived Behavioral Control, Intensi Pembelian, Aplikasi Lazada. |
| Subjects: | 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 02 Mar 2022 09:04 |
| Last Modified: | 08 Mar 2022 01:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57119 |
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