Faktor-Faktor yang Mempengaruhi Niat Beli Secara Online melalui e-commerce

Authors

  • Muhammad Ichsan Program Studi Manajemen Perdagangan, Akademi Manajemen Putra Jaya , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i1.5466

Keywords:

E-Commerce, Online, Risiko, Belanja

Abstract

Penelitian ini bertujuan untuk mengeksplorasi skala dan ukuran pengaruh faktor-faktor yang mempengaruhi niat belanja online konsumen pada website e-commerce Shopee di Kota Yogyakarta. Studi ini mengkonfirmasi analisis teoretis perilaku konsumen (Theory of Reasoned Action - TRA), (Theory of Planned Behavior - TPB), serta membandingkan artikel penelitian terkait dengan niat belanja online penulis dalam dan luar negeri. Dari hasil survei terhadap 300 pelanggan, penulis menunjukkan bahwa enam faktor yang secara positif memengaruhi niat beli online meliputi kegunaan - kenyamanan, kepercayaan, kesadaran kontrol perilaku, kompetensi bisnis, dan opini kelompok referensi. Faktor lainnya adalah persepsi risiko yang berpengaruh negatif terhadap niat belanja online pelanggan. Sejak itu, penelitian menawarkan penyebab, solusi, implikasi untuk membantu pedagang di situs e-commerce menangkap kebutuhan dan psikologi pelanggan dan membantu mereka sebagian meningkatkan kemampuan mereka untuk menarik pelanggan belanja online di Kota Yogyakarta.

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Published

18-02-2023

How to Cite

Ichsan, M. . (2023). Faktor-Faktor yang Mempengaruhi Niat Beli Secara Online melalui e-commerce. Jurnal Pendidikan Tambusai, 7(1), 1623–1630. https://doi.org/10.31004/jptam.v7i1.5466

Issue

Vol. 7 No. 1 (2023): April 2023

Section

Articles of Research

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Copyright (c) 2023 Muhammad Ichsan

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