PERAN ATTITUDE MEMEDIASI SUBJECTIVE NORM, PERCEIVED BEHAVIOR CONTROL, DAN PERCEIVED EASE OF USE TERHADAP ONLINE PURCHASE INTENTION KATEGORI PRODUK FASHION

YUSUF, DERY MUHAMMAD (2021) PERAN ATTITUDE MEMEDIASI SUBJECTIVE NORM, PERCEIVED BEHAVIOR CONTROL, DAN PERCEIVED EASE OF USE TERHADAP ONLINE PURCHASE INTENTION KATEGORI PRODUK FASHION. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to analyze the role of the Attitude variable in mediating Subjective Norm, Perceived Behavior Control, and Perceived Ease of Use on Online Purchase Intention for the fashion product category. The population of this study is people located in the Jabodaetabek area who have never shopped for fashion products online, with a sample of 200 respondent. The data analysis method used Structural Equation Model-Partial Least Square (SEM-PLS). The results of the study found that Subjective Norm, Perceived Behavior Control, and Perceived Ease of Use had a positive and significant effect on Attitude. Attitude has a positive and significant effect on Online Purchase Intention of fashion products. Subjective Norm and Perceived Ease of Use have a positive and significant effect on the Online Purchase Intention of fashion products. However, Perceived Behavior Control does not affect the Online Purchase Intention of fashion products. The implications of this study are discussed further in the article. Keywords: Subjective Norm, Perceived Behavior Control, Perceived Ease of Use, Attitude, Online Purchase Intention, Fashion Products. Penelitian ini bertujuan untuk menganalisis peran variabel Attitude memediasi Subjective Norm, Perceived Behavior Control, dan Perceived Ease of Use terhadap Online Purchase Intention untuk kategori produk fashion . Populasi dari penelitian ini adalah masayarakat yang berlokasi di wilayah Jabodetabek yang belum pernah berbelanja produk fashion secara online, dengan jumlah sampel sebanyak 200 responden. Metode analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian menemukan bahwa Subjective Norm, Perceived Behavior Control, dan Perceived Ease of Use berpengaruh positif dan signifikan terhadap Attitude. Attitude berpengaruh positif dan signfikan terhadap Online Purchase Intention produk fashion. Subjective Norm dan Perceived Ease of Use berpengaruh positif dan signifikan terhadap Online Purchase Intention produk fashion. Namun, Perceived Behavior Control tidak berpengaruh terhadap Online Purchase Intention produk fashion. Implikasi penelitian ini dibahas lebih lanjut dalam artikel. Kata Kunci: Subjective Norm, Perceived Behavior Control, Perceived Ease of Use, Attitude, Online Purchase Intention, Produk Fashion

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