Implementasi dan Perluasan Teori Perilaku Terencana pada Niat Beli Daring

Dyah Purwaningsih, Rini Kuswati

Abstract


Penelitian ini dilakukan untuk menguji pengaruh Perceived Usefulness, Perceived Ease of Use, Attitude, Subjective Norms, Self-Efficacy, dan Perceived Behavioral Control terhadap Purchase Intention pada pengguna e-commerce. Penelitian ini menerapkan pendekatan kuantitatif dengan metode explanatory research. Data yang digunakan merupakan data primer yang dikumpulkan melalui kuesioner daring kepada pengguna e-commerce yang memiliki pengalaman bertransaksi melalui marketplace. Analisis data dilakukan menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS, melalui evaluasi outer model dan inner model. Temuan penelitian mengindikasikan bahwa Perceived Usefulness dan Perceived Ease of Use memberikan pengaruh positif dan signifikan terhadap Attitude, dengan Perceived Ease of Use menunjukkan pengaruh yang lebih kuat, yaitu sebesar β = 0,341. Selain itu, Attitude, Subjective Norms, Self-Efficacy, dan Perceived Behavioral Control terbukti berpengaruh positif dan signifikan terhadap Purchase Intention. Hasil pengujian mediasi juga menunjukkan bahwa Attitude berperan sebagai mediator parsial dalam hubungan antara Perceived Usefulness dan Perceived Ease of Use dengan Purchase Intention. Secara keseluruhan, model penelitian dapat menjelaskan 66,8% variasi Purchase Intention pada pengguna e-commerce.

Keywords


Attitude; E-Commerce; Perceived Behavioral Control; Perceived Ease of Use; Purchase Intention.

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.107133

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