PENGARUH PERCEIVED ENJOYMENT, PERCEIVED USEFULNES, PERCEIVED EASE OF USE, PERCEIVED COMPABILITY, PERCEIVED INFORMATION SECURITY, DAN PERCEIVED SOSIAL PRESSURE TERHADAP SIKAP TERHADAP BELANJA ONLINE
DOI:
https://doi.org/10.35794/jmbi.v10i2.50040Abstrak
Perubahan perilaku konsumen dalam berbelanja dari pembelian di toko menjadi pembelian online membuat perusahaan perlu membuat sistem e-commerce yang lebih menarik bagi pelanggan. Perusahaan dalam hal ini perlu mengetahui bagaimana gaya belanja konsumen secara online (internet shopper lifestyle) terhadap sikap mereka terhadap pembelanjaan online. Belanja online sudah ada di Indonesia, namun konsumen belum terbiasa berbelanja online. Namun kenyataan ini berubah setelah adanya perkembangan e-commerce dimana banyak konsumen yang melakukan belanja online dari berbagai situs online. Penelitian bertujuan untuk melihat internet shopper lifestyle terhadap attitude toward online shopping. Internet shopper lifestyle dilihat dari beberapa dimensi seperti perceived enjoyment, perceived usefulness, perceived ease of use, compatibility, perceived information security dan perceived social pressure. Peneliti akan meneliti sampel dari masyarakat seBandung Raya melalui kuesioner online mengenai sikap mereka terhadap pembelanjaan online. Hasil penelitian menunjukkan bahwa perceived information security dan perceived enjoyment tidak memiliki pengaruh terhadap attitude toward advertising, sedangkan perceived ease of use, perceived compability, perceived social pressure, dan perceived usefulness berpengaruh terhadap attitude toward advertising
Kata Kunci: perceived enjoyment, perceived usefulness, perceived ease of use, compatibility, perceived information security, perceived social pressure
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