Perilaku Pengguna Shopee Terhadap Pembelian Multiproduk dengan Pendekatan Theory of Reasoned Action
DOI:
https://doi.org/10.35261/gijtsi.v1i01.4005Abstrak
Masa pandemi Covid-19 memberikan fenomena yang menarik dalam menentukan tren perilaku masyarakat dalam melakukan pembelian khususnya pada e-commerce. Pembelian daring yang hanya berpusat pada satu tempat satu jenis produk telah banyak berganti ke arah produk yang beragam. Teknologi yang memudahkan ditambah dengan momentum yang tepat untuk melakukan pembelian menjadikan awareness terhadap suatu e-commerce menjadi tempat favorit berbelanja. Penelitian ini bertujuan untuk menjelaskan pengaruh intensi pembelian pengguna Shopee di Jakarta dengan menggunakan metode kuantitatif SEM-PLS dengan pemodelan struktural dengan program SMART PLS 3.0 untuk analisis. Hasil penelitian menunjukkan bahwa terdapat 3 (tiga) hipotesis tidak memberikan pengaruh terhadap intensi pembelian di Shopee yaitu H1 (T-statistic 0,768; P-value 0,148); H2 (T-statistic 0,081; P-value 0,007); dan H5 (P-statistic 1,447; p-value 0,443). Sementara itu 2 (dua) hipotesis (H3, H4) menjelaskan adanya pengaruh antara variabel bebas terhadap variabel terikat yaitu H3 (T-statistic 5,655; p-value 0,936); dan H4 (T-statistic 2,719; P-value 0,000). Hasil penelitian ini menerangkan bahwa sikap, intensi pembelian, dan norma subyektif tidak dipengaruhi oleh bentuk social marketing campaign. Selanjutnya penelitian ini menjelaskan juga intensi pembelian dipengaruhi oleh sikap pembeli. Namun sebaliknya, intensi tidak dipengaruhi oleh norma subjektif.
Unduhan
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