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Faktor-faktor yang Mempengaruhi Online Shopping Intention pada Produk Vitamin di DKI Jakarta
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Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi online shopping intention produk vitamin di DKI Jakarta selama pandemi Covid-19. Ada enam tiga variabel yang digunakan yaitu online shopping anxiety, perceived ease of use, dan perceived benefit. Peneliti menggunakan metode kuantitatif dengan menyebarkan kuesioner melalui Google Form. Peneliti menggunakan sampel sebanyak 250 responden yang pernah melakukan belanja produk vitamin di e-commerce minimal dua kali selama pandemi, berdomisili di DKI Jakarta, dan berusia ≥17 tahun. Data diolah menggunakan IBM SPSS Statistics 22 dan AMOS versi 21. Hasil penelitian menunjukkan bahwa pengaruh online shopping anxiety terhadap online shopping intention adalah signifikan negatif, pengaruh perceived ease of use terhadap online shopping intention adalah signifikan positif, pengaruh perceived benefit terhadap online shopping intention adalah signifikan positif dan pengaruh online shopping anxiety terhadap perceived ease of use adalah signifikan negatif.
Kata Kunci: Online Shopping Anxiety, Perceived Ease of Use, Perceived Benefit, Online Shopping Intention, Produk Vitamin, E-Commerce
Universitas Negeri Jakarta
Title: Faktor-faktor yang Mempengaruhi Online Shopping Intention pada Produk Vitamin di DKI Jakarta
Description:
Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi online shopping intention produk vitamin di DKI Jakarta selama pandemi Covid-19.
Ada enam tiga variabel yang digunakan yaitu online shopping anxiety, perceived ease of use, dan perceived benefit.
Peneliti menggunakan metode kuantitatif dengan menyebarkan kuesioner melalui Google Form.
Peneliti menggunakan sampel sebanyak 250 responden yang pernah melakukan belanja produk vitamin di e-commerce minimal dua kali selama pandemi, berdomisili di DKI Jakarta, dan berusia ≥17 tahun.
Data diolah menggunakan IBM SPSS Statistics 22 dan AMOS versi 21.
Hasil penelitian menunjukkan bahwa pengaruh online shopping anxiety terhadap online shopping intention adalah signifikan negatif, pengaruh perceived ease of use terhadap online shopping intention adalah signifikan positif, pengaruh perceived benefit terhadap online shopping intention adalah signifikan positif dan pengaruh online shopping anxiety terhadap perceived ease of use adalah signifikan negatif.
Kata Kunci: Online Shopping Anxiety, Perceived Ease of Use, Perceived Benefit, Online Shopping Intention, Produk Vitamin, E-Commerce.
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