VINCENTIAR, PRADANA (2019) ANALISIS PENGARUH PEMBELIAN IMPULSIF ONLINE, DESAIN ANTARMUKA DAN PENGALAMAN PENGGUNA TERHADAP MINAT BELI MELALUI PENDEKATAN THEORY OF PLANNED BEHAVIOR (TPB) (Kajian Pada E-Commerce Dengan Produk Fashion Sport Ber-Merek Global). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
One of the important things in selling online is how to attract as many consumers to the website so they want to buy the products offered. This study aims to learn about the impact of online impulse purchasing, interface design and user experience on consumer buying interest in e-commerce websites with the kind of fashion sports products. The study involved 551 respondents from a population who had done online transactions on an e-commerce website with a type of fashion sports product. With partial least square analysis method to measure the relationship between variables, the results of the study found that the interface design has a significant effect on the online impulse purchase. Likewise, the user experience has a significant effect on online impulse purchases. In addition, interface design also has a significant effect on buying interest. Likewise with impulsive purchases online that have a significant effect on buying interest. However, researchers also found that the user experience has no effect on buying interest. Keyword: user interface, e-impulse buying, user experience, intention to buy Salah satu hal yang penting dalam berjualan online adalah bagaimana cara menarik konsumen sebanyak-banyaknya ke website agar mereka mau membeli produk yang ditawarkan. Penelitian ini bertujuan untuk mempelajari mengenai dampak pembelian impulsif online, desain antarmuka dan pengalaman pengguna terhadap minat beli konsumen pada website e-commerce dengan jenis produk fashion sport. Penelitian ini melibatkan 551 responden dari populasi yang pernah melakukan transaksi secara online di website e-commerce dengan jenis produk fashion sport. Dengan metode analisis partial least square untuk mengukur hubungan antar variabel, hasil penelitian menemukan bahwa desain antar muka berpengaruh signifikan terhadap pembelian impulsif online. Begitu juga dengan pengalaman pengguna yang berpengaruh signifikan terhadap pembelian impulsif online. Selain itu, desain antarmuka juga berpengaruh signifikan terhadap minat beli. Begitu juga dengan pembelian impulsive online yang berpengaruh signifikan terhadap minat beli. Namun, peneliti juga menemukan bawa pengalaman pengguna tidak berpengaruh terhadap minat beli. Kata kunci: desain antarmuka, pembelian impulsive online, pengalaman pengguna, minat beli
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