FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP BELANJA ONLINE KONSUMEN PADA SITUS LAZADA

Melvi Havizatun, S.E., M.M, Kiki Putri Amelia

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh dari Keunggulan Relatif, dan eWOM, Terhadap Sikap Belanja Online dengan Kepercayaan sebagai variabel mediasi. Metode penelitian ini menggunakan kuesioner sebagai instrumen penelitian. Purposive Sampling digunakan sebagai teknik pengambilan sampel. Teknik ini menempatkan kriteria khusus dalam pengambilan sampel. Metode Hierarchical Linear Modeling (HLM) digunakan sebagai metode analisis untuk mengetahui pengaruh mediasi yang terlibat. SPSS 22 digunakan untuk menganalisis data. Hasil penelitian ini menunjukkan bahwa Keunggulan Relatif, eWOM dan kepercayaan berpengaruh signifikan terhadap Sikap Belanja Online.

Keywords


Sikap Belanja Online; Keunggulan Relatif; eWOM; Kepercayaan

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References


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DOI: https://doi.org/10.37598/bidig.v1i1.1097

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