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Abstract
Kemajuan teknologi telah membawa perkembangan yang signifikan dalam dunia bisnis. Dengan kemajuan teknologi yang cepat dan berkelanjutan, bisnis tradisional telah berubah menjadi bisnis dengan bantuan internet, seperti penggunaan aplikasi belanja online di Indonesia. Dalam penelitian ini akan menguji dan menganalisis pengaruh visibilitas, sikap, nilai konsumsi, dan niat beli konsumen dalam membeli sebuah produk/jasa menggunakan aplikasi belanja online atau e-commerce. Pengujian model dan hipotesis dilakukan dengan sampel 260 responden dengan populasi yang merupakan konsumen yang melakukan kegiatan belanja suatu produk dengan menggunakan aplikasi belanja yang berbasis online (e-commerce). Teknik pengambilan sampel menggunakan purposive sampling dengan karakteristik sampel diambil dari konsumen yang pernah menggunakan aplikasi belanja online atau e-commerce Tokopedia, Shopee, dan Lazada. Metode structural equation modeling (SEM) dikembangkan untuk menguji hipotesis penelitian yang diolah dengan menggunakan partial least square (PLS) versi 3.0. Variabel data yang digunakan dalam hal ini antara lain visibilitas, sikap, nilai konsumsi, dan niat beli konsumen. Variabel-variabel ini membentuk 3 hipotesis. Berdasarkan hasil penelitian diketahui bahwa visibilitas dan sikap berpengaruh positif terhadap nilai konsumsi. Nilai konsumsi berpengaruh positif terhadap niat beli konsumen.
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References
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References
Altaf, S.N., Perumal, D.S. and Hussin, D.Z. (2017) “Functional Value Conditional Value Consumer Choice Behavior Social Value Emotional Value Epistemic Value,” Paradigms: A Research Journal of Commerce, Economics, and Social Sciences, 11(1), pp. 1–5.
Chai Wen, T. and Mohd Noor, N.A. (2015) “What affects Malaysian consumers’ intention to purchase hybrid car?,” Asian Social Science, 11(26), pp. 52–63. Available at: https://doi.org/10.5539/ass.v11n26p52.
Chan, A. (2013) “What are values in consumer behaviour?,” in Proceedings of the 23rd International Business Research Conference, 18-20 November 2013, Melbourne, Australia.
Driediger, F. and Bhatiasevi, V. (2019) “Online grocery shopping in Thailand: Consumer acceptance and usage behavior,” Journal of Retailing and Consumer Services, 48, pp. 224–237. Available at: https://doi.org/https://doi.org/10.1016/j.jretconser.2019.02.005.
Dwiyanti, E. (2008) “Minat Beli Konsumen Terhadap Layanan Internet Banking Mandiri (Studi Kasus Pada Karyawan Departemen Pekerjaan Umum Jakarta),” Universitas Diponegoro, pp. 1–71.
Ghozali, I. (2008) Structural equation modeling: Metode alternatif dengan partial least square (pls). Badan Penerbit Universitas Diponegoro.
Hair, Joseph F. , Black, Jr, William C. Babin, Barry J. & Anderson, R.E. (2014) “Pearson - Multivariate Data Analysis, 7/E - Joseph F. Hair, Jr, William C. Black, Barry J. Babin & Rolph E. Anderson,” Pearson New International Edition, p. 816.
Haryono, S. (2017) Metode SEM Untuk Penelitian Manajemen dengan AMOS LISREL PLS, Luxima Metro Media. Jakarta: PT. Intermedia Personalia Utama.
Johnson, V.L. et al. (2018) “Limitations to the rapid adoption of M-payment services: Understanding the impact of privacy risk on M-Payment services,” Computers in Human Behavior, 79, pp. 111–122. Available at: https://doi.org/10.1016/j.chb.2017.10.035.
Kotler, P. and Keller, K.L. (2016) Manajemen Pemasaran. 12th ed. Jakarta: PT Indeks.
Krey, N. et al. (2019) “How functional and emotional ads drive smartwatch adoption: The moderating role of consumer innovativeness and extraversion,” Internet Research, 29(3), pp. 578–602. Available at: https://doi.org/10.1108/IntR-12-2017-0534.
Santoso, D.T.T. and Purwanti, E. (2013) “Pengaruh Faktor Budaya, Faktor Sosial, Faktor Pribadi, Dan Faktor Psikologis Terhadap Keputusan Pembelian Konsumen Dalam Memilih Produk Operator Seluler Indosat-M3 Di Kecamatan Pringapus Kab. Semarang,” 6(12), pp. 112–129.
Schiffman, L.G. and Kanuk, L.L. (2007) Perilaku Konsumen. Jakarta: PT. Indeks.
Sheth, J.N., Newman, B.I. and Gross, B.L. (1991) “Why We Buy What We Buy: A Theory of Consumption Values: Discovery Service for Air Force Institute of Technology,” Journal of Business Research, 22(2), pp. 159–170.
Talwar, S. et al. (2020) “Why do people purchase from online travel agencies (OTAs)? A consumption values perspective,” International Journal of Hospitality Management, 88(May), p. 102534. Available at: https://doi.org/10.1016/j.ijhm.2020.102534.
Tandon, A. et al. (2021) “Why do people purchase from food delivery apps? A consumer value perspective,” Journal of Retailing and Consumer Services, 63. Available at: https://doi.org/10.1016/j.jretconser.2021.102667.
Wang, H.-Y., Liao, C. and Yang, L.-H. (2013) “What Affects Mobile Application Use? The Roles of Consumption Values,” International Journal of Marketing Studies, 5(2), pp. 11–22. Available at: https://doi.org/10.5539/ijms.v5n2p11.
Yulia, Y.A. and Untoro, W. (2016) “Efek Nilai Konsumsi Terhadap Niat Pembelian Kembali Pada Green Product,” Jurnal Economia, 12(1), p. 83. Available at: https://doi.org/10.21831/economia.v12i1.9828.