Pengaruh Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value Terhadap Purchase Intention Pada Shopee.co.id

Aditya Widyanto, Imanuddin Hasbi

Abstract

Abstrak
Penelitian ini dilakukan untuk mengetahui pengaruh Performance Expectancy, Effort Expectancy, Social
Influence, Hedonic Motivation dan Price Value terhadap Purchase Intention pada Pengguna Shopee di Bandung.
Tujuan dilakukannya penelitian ini adalah untuk menguji dan menganalisis apakah Performance Expectancy,
Effort Expectancy, Social Influence, Hedonic Motivation dan Price Value terhadap Purchase Intention pengguna
Shopee. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan jenis penelitian deksriptif.
Jenis data yang dibutuhkan untuk penelitian ini adalah data primer dan data sekunder. Pengambilan sampel
dilakukan dengan metode non-probability sampling jenis purposive sampling, dengan jumlah responden sebanyak
100 responden pengguna Shopee. Teknik analisis data menggunakan analisis deskriptif dan Statistical Product
and Service Solutions (SPSS). Hasil penelitian secara signifikan menunjukan bahwa variabel e-WoM, Trust, dan
Purchase Intention pada pengguna Shopee di Bandung berada pada kategori baik. Hasil analisis SPSS juga
menunjukkan bahwa Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation dan Price
Value memiliki pengaruh dan signifikan terhadap Purchase Intention.
Kata Kunci: Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value
Purchase Intention, Shopee.
Abstract
This research was conducted to determine the effect of Performance Expectancy, Effort Expectancy, Social
Influence, Hedonic Motivation and Price Value on Purchase Intention in Shopee Users in Bandung. The purpose
of this research is to test and analyze whether Performance Expectancy, Effort Expectancy, Social Influence,
Hedonic Motivation and Price Value on Purchase Intention of Shopee users. The method used in this research is
quantitative method with descriptive research type. The types of data needed for this research are primary data
and secondary data. Sampling was done by using a non-probability sampling method with purposive sampling
type, with a total of 100 respondents using Shopee users. Data analysis techniques used descriptive analysis and
Statistical Product and Service Solutions (SPSS). The results of the study significantly show that the variables of
e-WoM, Trust, and Purchase Intention for Shopee users in Bandung are in a good category. The results of the
SPSS analysis also show that Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation
and Price Value have a significant and significant influence on Purchase Intention.
Keywords: Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value
Purchase Intention, Shopee.

Full Text:

PDF

Refbacks

  • There are currently no refbacks.
max_upload :0