Pengaruh online store layout design dan atmosphere terhadap minat belanja online konsumen pada situs web Lazada Indonesia

Reggy, Reggy (2019) Pengaruh online store layout design dan atmosphere terhadap minat belanja online konsumen pada situs web Lazada Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

The development of e-commerce has become a large market in Indonesia, along with the era of the internet and online shopping that is fast. With a wider market, competition in the online market is also increasingly high. This research was carried out on the Lazada website in the period December 2016 to January 2018, becoming a market leader in the e-commerce market and continued to experience a downward ranking in terms of traffic in the form of visits. This study aims to examine the influence between variables that affect consumers' online shopping interests in an e-commerce. The data used in this study were the results of distributing questionnaires to 299 respondents using convenience sampling techniques. Data analysis techniques used the Partial Least Square (PLS) Method with the SmartPLS 3.0 application. The results showed a positive influence of layout design on emotional arousal, atmosphere on emotional arousal, emotional arousal on attitude toward the website, and attitude toward the website on purchase intention. On the other hand, there are three rejected hypotheses that show there is no positive influence of layout design on attitude toward the website, atmosphere towards attitude toward the website, and emotional arousal on purchase intention. / Perkembangan e-commerce telah menjadi pasar yang besar di Indonesia, seiring dengan era internet dan belanja online yang pesat. Dengan semakin luasnya pasar, persaingan dalam pasar online juga semakin tinggi. Penelitian ini dilakukan di website Lazada pada periode Desember 2016 sampai dengan Januari 2018 menjadi market leader dalam pasar e-commerce terus mengalami penurunan peringkat dilihat dari sisi traffic berupa visit yang terhitung. Penelitian ini bertujuan untuk menguji pengaruh antar variabel yang mempengaruhi minat belanja online konsumen pada sebuah e-commerce. Data yang digunakan dalam penelitian ini adalah hasil penyebaran kuesioner kepada 299 responden dengan teknik convenience sampling. Teknik analisis data menggunakan Metode Partial Least Square (PLS) dengan aplikasi SmartPLS 3.0. Hasil penelitian menunjukkan adanya pengaruh positif layout design terhadap emotional arousal, atmosphere terhadap emotional arousal, emotional arousal terhadap attitude toward the website, dan attitude toward the website terhadap purchase intention. Pada sisi lain, terdapat tiga hipotesis ditolak yang menunjukkan tidak ada pengaruh positif layout design terhadap attitude toward the website, atmosphere terhadap attitude toward the website, dan emotional arousal terhadap purchase intention.

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