Pengaruh perceived web quality, perceived benefits, electronic word of mouth (ewom) dan trsut terhadap attitudes toward shopping online di Mapemall.com

Conella, Michelle (2018) Pengaruh perceived web quality, perceived benefits, electronic word of mouth (ewom) dan trsut terhadap attitudes toward shopping online di Mapemall.com. Masters thesis, Universitas Pelita Harapan.

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Abstract

Online shopping is a new and popular way to shop in Indonesia generally. Consumers are engaged in uncertainty situation when they are shopping in online webstore, which is completely different compared to shopping in a brick and mortar store. This study is conducted to determine whether perceived web quality, perceived benefits, eWOM and trust will affect to variables online shopping attitudes. This study took a sample of online shoppers in Jakarta and Tangerang. The main instrument used to collect data is questionnaire and using likert scale. The total amount of respondents in the study are 210 respondents. The method used to analyze data is Structural Equation Modelling (SEM) with Partial Least Squares (PLS). The results show that : (1) perceived web quality has significant positive perceived benefits. (2) perceived web quality has significant positive eWOM. (3) perceived web quality has significant positive trust. (4) perceived web quality has significant positive online shopping attitudes. (5) eWOM has significant positive trust. (6) perceived benefits has significant negative online shopping attitudes. (7) trust has significant positive online shopping attitudes. / Online shopping adalah media berbelanja yang sedang marak di Indonesia. Dalam memilih toko online, konsumen dihadapkan dengan situasi yang tidak pasti dalam dunia maya, berbeda dengan situasi ketika berbelanja dalam di toko dalam dunia nyata. Penelitian ini bertujuan untuk mengetahui apakah perceived web quality, perceived benefits, eWOM dan trust berpengaruh terhadap attitudes shopping online. Penelitian ini mengambil sampel pengguna online shopping di Jakarta dan Tangerang yang pernah membeli produk elektronik secara online. Instrumen utama pengumpulan data berupa kuesioner dan diukur dengan skala likert. Jumlah responden dalam penelitian ini sebanyak 210 responden. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunakan Partial Least Squares (PLS). Dari penelitian ini dapat disimpulkan bahwa (1) perceived web quality berpengaruh positif terhadap perceived benefits. (2) perceived web quality berpengaruh positif terhadap eWOM. (3) perceived web quality berpengaruh positif terhadap trust. (4) perceived web quality berpengaruh positif terhadap online shopping attitudes. (5) eWOM berpengaruh positif terhadap trust. (6) perceived benefits tidak berpengaruh positif terhadap online shopping attitudes. (7) trust berpengaruh positif terhadap online shopping attitudes.

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