Analisis Pengaruh Sikap Konsumen Terhadap Belanja Online (studi Pada Perusahaan Sociolla Di Indonesia) : Analysis Of The Effect Of Consumer Attitudes Towards Online Shopping (study On Sociolla Companies In Indonesia)

Tiara Hanum Larasati, Dinda Amanda Zuliestiana

Abstract

Abstrak Pesatnya perkembangan teknologi yang terjadi telah mengubah pola perilaku dan juga sikap masyarakat dari segi pembelian kebutuhan secara online. Peningkatan jumlah pengguna internet di Indonesia menjadi salah satu penyebab munculnya e-commerce. Berbagai kemudahan serta fitur yang beragam membuat konsumen mulai beralih dari toko konvensional ke toko online. Penelitian ini melakukan pengujian terhadap variabel perceived website reputation, relative advantage, perceived website image, trust dan attitudes towards online shopping pada website Sociolla di Indonesia. Penyebaran kuesioner dilakukan kepada 412 responden secara online dengan populasi pengguna internet di Indonesia yang pernah melakukan belanja online melalui website Sociolla. Sampel yang dinyatakan valid berjumlah 359 kuesioner dengan jumlah responden rate sebesar 88.6%. Data diolah menggunakan software SmartPLS versi 3.0 untuk Windows melalui dua tahap yaitu measurement model dan structural path model. Berdasarkan pengujian yang telah dilakukan, terbukti bahwa perceived website reputation, relative advantage, perceived website image dan trust memiliki pengaruh positif dan signifikan terhadap attitudes towards online shopping pada website Sociolla. Sikap konsumen terhadap belanja online terutama dipengaruhi oleh perceived website image dan trust. Bagi peneliti selanjutnya disarankan agar memperhatikan karakteristik yang dinilai memiliki kontribusi rendah. Seperti pemilihan lokasi penelitian yang berbeda. Hal ini akan memperkuat tingkat validitas dari penelitian yang dilakukan. Terdapat variabel yang perlu ditingkatkan yaitu relative advantage dan trust dimana dua variabel tersebut memiliki penilaian terendah terhadap attitudes towards online shopping. Perusahaan perlu meningkatkan keamanan dan kenyamanan transaksi di website Sociolla. Kata Kunci: Attitudes towards online shopping, perceived website image, perceived website reputation, relative advantage, trust, perilaku konsumen Abstract The rapid development of technology has changed the pattern of behavior and also the attitude of the community in terms of purchasing needs online. The increasing number of internet users in Indonesia is one of the causes of the emergence of e-commerce. Various conveniences and diverse features make consumers start switching from conventional stores to online stores. This study examines perceived website reputation variables, relative advantages, perceived image websites, trusts and attitudes towards online shopping on Sociolla websites in Indonesia. The questionnaire was distributed to 412 respondents online with a population of internet users in Indonesia who had done online shopping through the Sociolla website. The sample which was valid was 359 questionnaires with the number of respondents rate was 88.6%. Data is processed using SmartPLS version 3.0 software for Windows through two stages, namely measurement model and structural path model. Based on the tests that have been done, it is proven that perceived reputation websites, relative advantages, perceived image and trust websites have a positive and significant influence on attitudes towards online shopping on the Sociolla website. The attitude of consumers towards online shopping is mainly influenced by perceived website image and trust. For the next researcher, it is suggested to pay attention to the characteristics that are considered to have low contributions. Like the selection of different research locations. This will strengthen the validity of the research conducted. There are variables that need to be improved, namely relative advantages and trust, where the two variables have the lowest rating of attitudes towards online shopping. Companies need to improve the security and convenience of transactions on the Sociolla website. Keywords: Attitudes towards online shopping, perceived website image, perceived website reputation, relative advantage, trust, consumer behavior ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 200 1. Pendahuluan Indonesia merupakan negara

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