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Konsekuensi Dari Website Personality Pada Online Shop Lazada Indonesia


Oleh : Grace Intan Irinawati

Info Katalog

Nomor Panggil : 2016-TA-MJ-022122006

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Fatik Rahayu

Subyek : Online impulse buying;Hedonic web browsing

Kata Kunci : website personality, utilitarian web browsing, e-commerce.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2016_MJ_022122006_Halaman-Judul.pdf 1212.72
2. 2016_MJ_022122006_BAB-1.pdf 681.61
3. 2016_MJ_022122006_BAB-2.pdf 1136.94
4. 2016_MJ_022122006_BAB-3.pdf 1911.88
5. 2016_MJ_022122006_BAB-4.pdf 1492.85
6. 2016_MJ_022122006_BAB-5.pdf 578.32
7. 2016_MJ_022122006_Daftar-Pustaka.pdf 687.15
8. 2016_2015-2016_MJ_022122006_Lampiran.pdf 3500.05

P Penelitian ini bertujuan untuk mengetahui dan menganalisis konsekuensi dari website personality pada online shop Lazada Indonesia dengan menguji pengaruh website personality terhadap utilitarian dan hedonic web browsing, pengaruh utilitarian dan hedonic web browsing terhadap online impulse buying, dan pengaruh website personality terhadap online impulse buying. Metode pemilihan sampel pada penelitian ini menggunakan metode Judgemental Sampling. Oleh karena itu, data dikumpulkan melalui penyebaran kuesioner kepada 332 responden yang telah melakukan pembelian online pada website Lazada Indonesia minimal dengan frekuensi 1-3 kali selama tahun 2016. Data dalam penelitian ini dianalisis menggunakan alat analisis Structural Equation Modeling (SEM) yang diolah melalui program SPSS. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif website personality terhadap utilitarian web browsing, hedonic web browsing, dan online impulse buying serta terdapat pengaruh positif hedonic web browsing terhadap online impulse buying. Namun, tidak terdapat pengaruh yang positif dari utilitarian web browsing terhadap online impulse buying. Penelitian selanjutnya diharapkan dapat menerapkan model penelitian ini pada tipe e-commerce selain B2C dan menambahkan variabel personality trait (Big Five Dimensions yaitu extraversion, agreeableness, conscientiousness, neuroticism dan openness to experience) sebagai variabel independen yang mempengaruhi utilitarian web browsing, hedonic web browsing dan online impulse buying (Tsao dan Chang, 2010; Turkyilmaz et al., 2015).

T This study aims to identify and analyze the consequences of personality in the online shop website Lazada Indonesia to examine the influence of personality on the website utilitarian and hedonic web browsing, utilitarian and hedonic effect of web browsing on the online impulse buying, and the influence of personality on the online website of impulse buying. The method of selecting the sample in this study using judgmental sampling method. Therefore, the data collected by distributing questionnaires to 332 respondents who have made purchases online on the website Lazada Indonesia with a frequency of at least 1-3 times during the year 2016. The data were analyzed using analysis tools Structural Equation Modeling (SEM) that is processed through the program SPSS. The results of this study indicate that there is a positive influence on the personality website web browsing utilitarian, hedonic web browsing, and online impulse buying and a positive influence on the online web browsing hedonic impulse buying. However, there are no positive influence of utilitarian web browsing on the online impulse buying. Future studies are expected to apply this research model on the type of e-commerce in addition to B2C and add variable personality traits (Big Five Dimensions namely extraversion, agreeableness, conscientiousness, neuroticism and openness to experience) as an independent variable that affects utilitarian web browsing, hedonic web browsing and online impulse buying (Tsao and Chang, 2010; Turkyilmaz et al., 2015).

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