Anteseden Online Purchase Intention
DOI:
https://doi.org/10.31004/jptam.v7i2.7867Keywords:
Social Media Commerce, Attitude, Perceived Ease Of Use, Perceived Usefulness, Purchase IntentionAbstract
Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh positif trust, attitude, perceived ease of use, dan perceived usefulness terhadap purchase intention. Penelitian ini menggunakan data cross-sectional dengan menggunakan kuesioner untuk pengumpulan data. Teknik pengambilan sampel dalam penelitian ini adalah non-probability sampling Jumlah responden penelitian ini sebanyak 140 responden. Responden dalam penelitian ini adalah individu yang melakukan transaksi melalui Social Media Commerce minimal 6 kali dalam 6 bulan terakhir. Penelitian yang akan datang disarankan meneliti variabel lainnya dan menambah jumlah sampel agar hasil penelitian dapat memberikan gambaran yang umum. Alat analisis yang digunakan adalah Structural Equation Modelling (SEM). Hasil penelitian ini menunjukkan bahwa positif trust, attitude, perceived ease of use, dan perceived usefulness berpengaruh positif terhadap purchase intention.
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