Pengaruh Perceived Ease of Use, Perceived Usefulness, Attitude, Buying Impulse, dan Subjective Norms terhadap Online Purchase Intention serta Dampaknya terhadap Online Purchase Behaviour pada Pengguna Tokopedia
DOI:
https://doi.org/10.47200/jcob.v10i1.3778Keywords:
persepsi kemudahan penggunaan, persepsi kegunaan, sikap, pembelian impulsif, norma subjektif, niat pembelian daring, perilaku pembelian daringAbstract
Penelitian ini bertujuan menganalisis pengaruh Perceived Ease of Use, Perceived Usefulness, Attitude, Buying Impulse, dan Subjective Norms terhadap Online Purchase Intention serta dampaknya terhadap Online Purchase Behaviour pada pengguna Tokopedia. Penelitian menggunakan pendekatan kuantitatif melalui survei daring terhadap 300 responden. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS. Hasil penelitian menunjukkan bahwa Perceived Usefulness dan Perceived Ease of Use berpengaruh positif dan signifikan terhadap Attitude. Perceived Ease of Use juga berpengaruh positif dan signifikan terhadap Buying Impulse. Attitude, Buying Impulse, dan Subjective Norms berpengaruh positif dan signifikan terhadap Online Purchase Intention. Selanjutnya, Online Purchase Intention berpengaruh positif dan signifikan terhadap Online Purchase Behaviour. Temuan tersebut menegaskan bahwa persepsi teknologi, faktor emosional, dan pengaruh sosial secara bersama-sama berperan dalam membentuk perilaku pembelian daring. Penelitian ini memperkuat penerapan Technology Acceptance Model dalam konteks e-commerce Indonesia serta memberikan implikasi bagi pengelola platform dalam merancang layanan dan strategi pemasaran yang berorientasi pada pengalaman pengguna.
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