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Submitted
28 July 2022
Accepted
23 August 2022
Published
23 August 2022
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Abstract

Penelitian ini bertujuan untuk menginvestigasi bagaimana motivasi wanita pekerja melakukan niat berbelanja online menggunakan smartphone. Sampel dalam responden ini dipilih menggunakan teknik purposive sampling dengan kriteria responden merupakan seorang perempuan pekerja yang memiliki gaji tetap yang sudah pernah atau yang akan melakukan pembelian online melalui smartphone dengan rentan umur responden berusia 20 tahun hingga lebih dari 40 tahun. Jumlah responden valid yang didapatkan adalah 250 responden. Seluruh data dianalisis menggunakan metode PLS-SEM. Variabel yang digunakan dalam penelitian ini adalah efikasi diri internet, estetika yang dirasakan, manfaat yang dirasakan, resiko yang dirasakan, dan niat membeli. Adapun hasil dalam penelitian ini menunjukkan bahwa efikasi diri internet berpengaruh negatif terhadap niat membeli pada belanja online melalui smartphone, efikasi diri internet berpengaruh positif terhadap manfaat yang dirasakan pada belanja online melalui, estetika yang dirasakan berpengaruh positif terhadap niat membeli pada belanja online melalui smartphone, estetika yang dirasakan berpengaruh positif terhadap manfaat yang dirasakan pada belanja online melalui smartphone, manfaat yang dirasakan berpengaruh positif terhadap niat membeli pada belanja online melalui smartphone, dan resiko yang dirasakan berpengaruh negatif terhadap niat membeli pada belanja online melalui smartphone. Hasil penelitian ini diharapkan dapat membantu pihak-pihak belanja online yang ada di Indonesia untuk meningkatkan niat pembeli dalam berbelanja online.

Keywords

efikasi diri internet estetika yang dirasakan manfaat yang dirasakan resiko yang dirasakan niat membeli

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Copyright (c) 2022 Farid Reynaldi Diva Latif, Asmai Ishak

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How to Cite
Latif, F. R. D., & Ishak, A. (2022). Faktor-faktor yang Mempengaruhi Belanja Online Berbasis Smartphone: Sebuah Studi Empiris dari Pembelanja Wanita Muda di Indonesia: EBUAH STUDI EMPIRIS DARI PEMBELANJA WANITA MUDA DI INDONESIA. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), 249–265. Retrieved from https://journal.uii.ac.id/selma/article/view/24840
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