MUBARRAK, MUHAMAD AMIN (2021) ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT BELI ONLINE : PENELITIAN TERHADAP B2B E-COMMERCE DI PROVINSI DKI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to improve the existing literature that focuses on business con-sumers' online purchase intentions. In this study, researchers investigated the pos-sible effects of several indicators on purchase intention among online shoppers representing their companies located in DKI Jakarta and their willingness to pur-chase from an online shopping platform for business (B2B E-Commerce). The population of this study were employees of the purchasing department (Purchaser / Buyer) in DKI Jakarta with a total sample of 185 respondents. Methods of data analysis using the Structural Equation Model-Partial Least Square (SEM-PLS). The results of the study found that there were 2 variables related to the use of technology (Perceived Ease of Use and Website Quality) which did not have a significant effect on Online Purchase Intention. Then, Perceived Price and Per-ceived Risk are both able to inhibit Perceived Value, while Perceived Quality are able to encourage Perceived Value. On the other hand, Perceived Usefulness and Perceived Value have the same impact in driving an increase in Online Purchase Intention Where Perceived Value have the highest influence. The implications of this research are discussed in the article. Keywords: B2B E-Commerce, Online Purchase Intention, TAM, Perceived Ease of Use, Perceived Usefulness, Perceived Price, Perceived Quality, Perceived Risk, Perceived Value, Website Quality Penelitian ini bertujuan untuk menyempurnakan literatur yang ada yang meni-tikberatkan pada niat beli online konsumen bisnis. Dalam penelitian ini, peneliti menyelidiki kemungkinan efek dari beberapa indikator yang dapat mempengaruhi niat beli diantara pembeli online yang mewakili perusahaan mereka yang berlo-kasi di DKI Jakarta dan kesediaan mereka untuk membeli dari platform belanja online untuk bisnis (B2B E-Commerce). Populasi dari penelitian ini adalah kar-yawan bagian pembelian (Purchasing / Buyer) yang berlokasi di DKI Jakarta, dengan jumlah sampel sebanyak 185 orang responden. Metode analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian menemukan bahwa 2 variabel yang berkaitan dengan penggunaan teknologi diantaranya adalah Persepsi Kemudahan dan Kualitas Website tidak memiliki dampak signifikan terhadap Niat Beli Online. Kemudian, Persepsi Har-ga dan Persepsi Risiko sama-sama mampu menghambat Persepsi Nilai, se-dangkan Persepsi Kualitas mampu mendorong Persepsi Nilai. Persepsi Manfaat dan Persepsi Nilai sama sama berdampak dalam mendorong peningkatan Niat Beli Online dimana Persepsi Nilai memiliki dampak yang paling tinggi. Implikasi penelitian ini dibahas dalam artikel. Keywords: B2B E-Commerce, Online Purchase Intention, TAM, Perceived Ease of Use, Perceived Usefulness, Perceived Price, Perceived Quality, Perceived Risk, Perceived Value, Website Quality
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