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Anteseden dari purchase intention dalam konteks online shopping


Oleh : Neneng Juriah

Info Katalog

Nomor Panggil : 2017_TA_MJ_022121266

Subyek : Firm’s image;Marketing management

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Dyah Astarini

Pembimbing 2 :

Kata Kunci : firm’s image, price awareness, intention to trust, purchase intention


File Repositori
No. Nama File Ukuran Status
1. 2017_TA_MJ_022121266_Halaman-judul.pdf 813.1 (KB)
2. 2017_TA_MJ_022121266_Bab-1.pdf 470.17 (KB)
3. 2017_TA_MJ_022121266_Bab-2.pdf 537.74 (KB)
4. 2017_TA_MJ_022121266_Bab-3.pdf 923.43 (KB)
5. 2017_TA_MJ_022121266_Bab-4.pdf 511.13 (KB)
6. 2017_TA_MJ_022121266_Bab-5.pdf 446.08 (KB)
7. 2017_TA_MJ_022121266_Daftar-pustaka.pdf 492.69 (KB)
8. 2017_TA_MJ_022121266_Lampiran.pdf 2910.54 (KB)

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh firm’s image terhadap intention to trust, price awareness terhadap intention to trust, dan intention to trust terhadap purchase intention.Data yang digunakan dalam penelitian ini adalah data primer, dengan teknik pengumpulan data yaitu purposive sampling. Data dikumpulkan secara langsung melalui penyebaran kuesioner kepada 256 responden tetapi yang memenuhi kriteria atau layak diteliti hanya 200 responden. Hasil empiris dari penelitian ini menggunakan program Statistical Package for the Social Science (SPSS) dengan metode analisis Structural Equation Model (SEM).Hasil dari penelitian ini menunjukkan bahwa tidak terdapat pengaruh positif firm’s image terhadap intention to trust, terdapat pengaruh positif price awareness terhadap intention to trust, dan terdapat pengaruh positif intention to trust terhadap purchase intention.Penelitian selanjutnya disarankan untuk meneliti media sosial lainnya dalam melakukan online shopping, menambahkan jumlah responden serta menambahkan variabel lain, seperti perceived web risk (McKnight et al., 2002) dan demographic factor, seperti usia, jenis kelamin dan ras (Madahi dan Sukati, 2012).

T The objective of this study is to examine and analyze the effect of firm’s image toward intention to trust, price awareness toward intention to trust, and intention to trust toward purchase intention. The data used for this study is primer data which is collected by purposive sampling methode.Data was collected directly by distributing the questionnaires to 256 respondents, but among them only 200 respondents can be used for this study. The empirical result of this study is tested by using Statistical Package for the Social Science (SPSS) program and then analyzed it by using Structural Equation Model (SEM).The result show that firm’s image has no positive effect toward intention to trust, price awareness has positive effect toward intention to trust, and intention to trust has positive effect toward purchase intention.It is suggested for future research to examine other social media, adding the number of respondent and adding other variable such as perceived web risk (McKnight et al., 2002) and adding demographic factor such as age, gender and race (Madahi and Sukati, 2012).

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