Faktor Faktor Yang Mempengaruhi Konsumen Dalam Menggunakan Aplikasi Belanja Online Lazada

Abstract

Abstract
This study aims to determine the effect of attitudes, subjective norms, perceived behavioral control, and trust on the intention to use Lazada partially or simultaneously. This research is a descriptive study using quantitative methods. This research was conducted starting from September 2021 to January 2022. The object studied in this research is Lazada. Data collection was obtained through distributing questionnaires to 400 respondents. The population in this study are all users of the Lazada platform. Analysis of the data in this study using Multiple
Linear Regression. Based on the results of the overall analysis of attitude variables, subjective norms, perceived behavioral control, trust and intention to use are in the good category and based on multiple linear regression analysis it is known that the variables of attitude, subjective norms, perceived behavioral control, and trust have a partially significant effect. and simultaneously on the intention to use Lazada that is equal to 70.4%.

Keywords: attitude, subjective norm, perceived behavioural control, trust and intention to use

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh attitude, subjective norm, perceived behavioural control, dan trust terhadap intention to use pada lazada secara parsial maupun simultan. Penelitian ini merupakan penelitian deskriptif dengan menggunakan metode kuantitatif. Penelitian ini dilakukan dimulai dari bulan September 2021 sampai dengan bulan Januari 2022. Objek yang diteliti pada penitian ini yaitu lazada. Pengumpulan data diperoleh melalui penyebaran kuesioner kepada 400 responden. Populasi pada penelitian ini yaitu seluruh pengguna platform lazada. Analisis data pada penelitian ini menggunakan Regresi Linier Berganda. Berdasarkan hasil analisis deskriptif secara keseluruhan variabel attitude, subjective norm, perceived behavioural control, trust dan intention to use berada pada kategori baik dan berdasarkan analisis regresi linier berganda diketahui bahwa variabel attitude, subjective norm, perceived behavioural control, dan trust berpengaruh signifikan baik secara parsial maupun simultan terhadap intention to use pada lazada yaitu sebesar 70,4%.

Kata Kunci : attitude, subjective norm, perceived behavioural control, trust and intention to use