SIKAP DAN KEPERCAYAAN MAHASISWA UNMUHA TERHADAP BELANJA ONLINE PADA E-COMMERCE LAZADA

Melvi Havizatun; Kiki Putri Amelia

doi:10.35308/jbkan.v8i1.9429

SIKAP DAN KEPERCAYAAN MAHASISWA UNMUHA TERHADAP BELANJA ONLINE PADA E-COMMERCE LAZADA

Melvi Havizatun, Kiki Putri Amelia

Abstract

ABSTRAK

This study aims to determine the effect of Relative Advantage, And Perceived Web Quality Toward Attitudes Online Shopping with Trust as Mediating Variable. The Methods of This study used a questionnaire as a research instrument. Purposive sampling was used as the sampling technique in this research. This technique puts the specific criteria in the sampling. Hierarchical Linear Modeling (HLM) is used to determine the effect of mediation involved. SPSS 22 is used to analyze data.

The results of this research indicate that the relative advantage had significant and negative effect on trust college student of UNMUHA Student and attitude toward online shopping, perceived web quality and trust had significantly positive effect on trust college student of UNMUHA Student and attitude towards online shopping. For mediating variabel, relative advantage and perceived web quality had a significant effect on attitude toward online shopping fully mediated by trust UNMUHA Student in Lazada.

Keywords: Attitude Online Shopping, Relatife Advantage, Perceived Web Quality, Trust, College student of UNMUHA, Lazada

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh dari Keunggulan Relatif, dan Persepsi Kualitas Web 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 berpengaruh negatif dan signifikan terhadap kepercayaan dan sikap belanja online mahasiswa UNMUHA, kualitas web yang dirasakan oleh mahasiswa UNMUHA serta kepercayaan memiliki pengaruh positif yang signifikan terhadap sikap mahasiswa UNMUHA terhadap belanja online. Untuk variabel mediasi, keunggulanan relatif dan kualitas web yang dirasakan mahasiswa memiliki pengaruh yang signifikan terhadap sikap terhadap belanja online dan sepenuhnya dimediasi oleh kepercayaan mahasiswa Unmuha terhadap Lazada.

Kata Kunci: Sikap Belanja Online, Keunggulan Relatif, Persepsi Kualitas Web, Kepercayaan, Mahasiswa UNMUHA, Lazada

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DOI: https://doi.org/10.35308/jbkan.v8i1.9429