PERILAKU PEMBELIAN MELALUI INTERNET

Ibnu Widiyanto, Sri Lestari Prasilowati
2015 Jurnal Manajemen dan Wirausaha  
Abstrak Penelitian ini dirancang untuk menyelidiki atribut web perilaku pembelian online. Beberapa variabel disusun untuk membangun sebuah model yaitu kemenarikan desain website, reputasi vendor, persepsi kemudahan transaksi, sikap belanja online. Pengaruh keempat variabel tersebut kemudian diuji terhadap keputusan pembelian online. Populasi penelitian ini adalah mereka yang pernah membeli online pada jaringan Indonesia dan digunakan sendiri. Besarnya sampel adalah 100 responden. Studi ini
more » ... den. Studi ini menyimpulkan bahwa keputusan pembelian online paling besar dipengaruhi oleh kemenarikan desain website dan reputasi vendor. Pengaruh sikap terhadap keputusan pembelian online tidak signifikan meskipun bertanda positif. Namun demikian, persepsi kemudahan transaksi signifikan memengaruhi sikap. Studi ini merekomendasikan pengembangan reputasi vendor dan kemenarikan desain website untuk mendorong keputusan pembelian online. Abstract This research was designed to investigate web attributes of online buying behavior. Some variables were developed to establish a model, namely web design attractiveness, vendor reputation, perceived ease of transaction, attitudes towards online buying. The variables effects were then tested on online purchase decision. The population was people who purchased via online on Indonesian webs and for their own uses. The sample sizes were 100 respondents. The study concluded that online purchase decision was mostly influenced by web design attractiveness and vendor reputation. Unfortunately the influence of attitude on online purchase was insignificant, although its sign was positive. However, perceived ease of transaction significantly affected attitudes. It recommended development of better vendor reputation and web design attractiveness to stimulate online purchase decision.
doi:10.9744/jmk.17.2.109-122 fatcat:rtcfyi4xtnf73kkz6boe7kjkza