PERILAKU GENERASI MUSLIM MILENIAL DAN Z DALAM MENGGUNAKAN APLIKASI BELANJA ONLINE DENGAN PENDEKATAN MODEL COMBINATION TPB-TAM
Penelitian ini didasarkan pada fenomena maraknya belanja online yang mengakibatkan munculnya pola gaya hidup baru dalam berbelanja dan berdampak pada perubahan perilaku konsumen. Penelitian ini bertujuan untuk melihat gambaran serta pengaruh antar variabel yang digunakan. Teori yang digunakan adalah...
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2023-07-26.
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| Summary: | Penelitian ini didasarkan pada fenomena maraknya belanja online yang mengakibatkan munculnya pola gaya hidup baru dalam berbelanja dan berdampak pada perubahan perilaku konsumen. Penelitian ini bertujuan untuk melihat gambaran serta pengaruh antar variabel yang digunakan. Teori yang digunakan adalah teori TPB (Theory Planned of Behavior) dan teori TAM (Technology Acceptance Model). Metode penelitian yang digunakan adalah kuantitatif dengan metode analisis Partial Least Squares-Structural Equation Modeling (PLS-SEM) melalui software SmartPLS. Subjek penelitian ini adalah generasi Muslim milenial dan Z di Jawa Barat dengan jumlah sampel sebanyak 662 responden yang disebarkan melalui kuesioner Google Form selama dua minggu. Hasil penelitian mengenai tingkat attitude, subjective norm, perceived control behavior, religiosity, behavior intention to use, online shopping behavior berada pada kategori tinggi; sedangkan tingkat perceived usefulness dan perceived ease of use berada pada kategori sangat tinggi. Selanjutnya, hasil penelitian menunjukkan bahwa variabel attitude, subjective norm, perceived control behavior, dan religiosity berpengaruh positif dan signifikan terhadap behavior intention to use; behavior intention to use berpengaruh positif dan signifikan terhadap online shopping behavior; perceived ease of use berpengaruh positif dan signifikan terhadap perceived usefulness; perceived usefulness dan perceived ease of use berpengaruh positif dan signifikan terhadap attitude; dan secara langsung variabel perceived usefulness dan perceived ease of use tidak berpengaruh dan tidak signifikan terhadap behavior intention to use. Namun, secara tidak langsung variabel perceived usefulness dan perceived ease of use berpengaruh positif dan signifikan terhadap behavior intention to use melalui attitude sebagai variabel intervening. Implikasi dari penelitian ini diharapkan dapat memberikan informasi berharga bagi pelaku industri e-commerce dan pengembang aplikasi untuk lebih memahami kebutuhan dan preferensi konsumen, sehingga dapat meningkatkan pengalaman pengguna aplikasi belanja online. ; This research is based on the phenomenon of the rise of online shopping which has resulted in the emergence of new lifestyle patterns in shopping and has an impact on changes in consumer behavior. This study aims to see the description and influence between the variables used. The theory used is the theory of TPB (Theory of Planned Behavior) and the theory of TAM (Technology Acceptance Model). The research method used is quantitative with the Partial Least Squares-Structural Equation Modeling (PLS-SEM) analysis method through the SmartPLS software. The subjects of this study were millennial and Z Muslim generations in West Java with a total sample of 662 respondents who were distributed via a Google Form questionnaire for two weeks. The results of research regarding the level of attitude, subjective norm, perceived control behavior, religiosity, behavior intention to use, online shopping behavior are in the high category; while the level of perceived usefulness and perceived ease of use is in the very high category. Furthermore, the results of the study show that the variables attitude, subjective norm, perceived control behavior, and religiosity have a positive and significant effect on the intention to use behavior; behavior intention to use has a positive and significant effect on online shopping behavior; perceived ease of use has a positive and significant effect on perceived usefulness; perceived usefulness and perceived ease of use have a positive and significant effect on attitude; and directly the variables perceived usefulness and perceived ease of use have no effect and are not significant on the intention to use behavior. However, indirectly the variables perceived usefulness and perceived ease of use have a positive and significant effect on the intention to use behavior through attitude as an intervening variable. The implications of this research are expected to provide valuable information for e-commerce industry players and application developers to better understand consumer needs and preferences, so as to enhance the user experience of online shopping applications. |
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| Item Description: | http://repository.upi.edu/102180/1/S_EKI_1805083_Title.pdf http://repository.upi.edu/102180/2/S_EKI_1805083_Chapter%201.pdf http://repository.upi.edu/102180/3/S_EKI_1805083_Chapter%202.pdf http://repository.upi.edu/102180/4/S_EKI_1805083_Chapter%203.pdf http://repository.upi.edu/102180/7/S_EKI_1805083_Chapter%204.pdf http://repository.upi.edu/102180/5/S_EKI_1805083_Chapter%205.pdf http://repository.upi.edu/102180/6/S_EKI_1805083_Appendix.pdf |