MUHRODIN, INAYATULLAH FATMAWATI (2021) Model Sikap Penggunaan dan Minat Beli: Analisis Persepsi Kemudahan dan Persepsi Kemanfaatan (Studi Kasus Fitur Instagram Shop pada Media Sosial Instagram). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of perceived ease of use and perceived usefulness on attitude toward using and the effect of perceived ease of use and perceived usefulness on purchase intentions and the effect of perceived ease of use and perceived usefulness on purchase intentions through attitude toward using. The population in this study are internet users who have done online shopping but have never made an online purchase transaction on Instagram and are domiciled in the Jakarta area. The number of samples used is based on the number of indicators at an error rate of 5%, which is 150. The survey was conducted using a questionnaire and then analyzed the data using Partial Least Square (PLS). The results showed that perceived ease of use had a positive and significant effect on attitude toward using, perceived usefulness had a positive and significant effect on attitude toward using, perceived ease of use had a positive and significant effect on purchase intentions, perceived usefulness had a positive and significant effect on purchase intention, attitude toward using had a positive and significant effect on purchase intentions and attitude toward using fully mediating between perceived of ease use and partially mediating between perceived usefulness on purchase intentions the Instagram Shop’s features on Social Media Instagram. Keywords : Perceived Ease of Use, Perceived Usefulness, Attitude Toward Using, Purchase Intentions Penelitian ini bertujuan untuk menganalisis pengaruh persepsi kemudahan, persepsi kemanfaatan terhadap sikap menggunakan dan pengaruh persepsi kemudahan, persepsi kemanfaatan terhadap minat beli serta pengaruh persepsi kemudahan, persepsi kemanfaatan terhadap minat beli melalui sikap penggunaan. Populasi dalam penelitian ini adalah pengguna internet yang sudah pernah melakukan belanja online namun belum pernah melakukan transaksi pembelian secara online di Instagram dan berdomisili di wilayah Jakarta Jumlah sampel yang digunakan berdasarkan jumlah indikator pada tingkat kesalahan 5% yaitu 150. Survei dilakukan menggunakan kuisioner kemudian analisis data menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa persepsi kemudahan berpengaruh positif dan signifikan terhadap sikap penggunaan, persepsi kemanfaatan berpengaruh positif dan signifikan terhadap sikap penggunaan, persepsi kemudahan berpengaruh positif dan signifikan terhadap minat beli, persepsi kemanfaatan berpengaruh positif dan signifikan terhadap minat beli, sikap penggunaan berpengaruh positif dan signifikan terhadap minat beli serta sikap penggunaan memediasi penuh hubungan persepsi kemudahan terhadap minat beli dan memediasi secara parsial antara persepsi kemanfaatan terhadap minat beli meggunakan fitur Instagram Shop pada Sosial Media Instagram. Kata Kunci: Persepsi Kemudahan, Persepsi Kemanfaatan, Sikap Penggunaan, Minat Beli
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