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Perkembangan teknologi digital telah mengubah perilaku konsumen dalam berbelanja, di mana platform e-commerce seperti Tokopedia menjadi pilihan utama masyarakat Indonesia. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi minat beli konsumen di Tokopedia, dengan menyoroti variabel persepsi kemudahan penggunaan, persepsi kegunaan, kepercayaan, kualitas informasi, dan kualitas situs yang memengaruhi sikap konsumen, yang selanjutnya berdampak pada minat beli. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 179 responden pengguna Tokopedia di Indonesia. Teknik analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) berbasis partial least square (PLS) melalui software SmartPLS. Hasil penelitian menunjukkan bahwa hanya kualitas informasi berpengaruh positif terhadap sikap konsumen, dan sikap konsumen memiliki pengaruh signifikan terhadap minat beli. Temuan ini mengindikasikan bahwa keputusan pembelian tidak hanya didorong oleh harga, tetapi juga oleh pengalaman pengguna yang positif dan kepercayaan terhadap platform. Penelitian ini memberikan implikasi praktis bagi pengelola e-commerce untuk meningkatkan kualitas layanan dan membangun kepercayaan guna mendorong intensitas pembelian konsumen.

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minat beli Tokopedia sikap konsumen persepsi kegunaan kualitas informasi e-commerce

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Hak Cipta (c) 2025 Fadhel Berthazhar Azura, Alldila Nadhira Ayu Setyaning

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Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.

Cara Mengutip
Azura, F. B., & Setyaning, A. N. A. (2025). Belanja Online Bukan Sekedar Harga: Faktor Penentu Minat Beli di Tokopedia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(2), 214–233. Diambil dari https://journal.uii.ac.id/selma/article/view/42496
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Referensi

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