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PENGARUH USEFULNESS, EASE OF USE, RISK TERHADAP INTENTION TO BUY ONLINE PATISSERIE MELALUI CONSUMER ATTITUDE BERBASIS MEDIA SOSIAL DI SURABAYA

Oentario, Yudianto and Harianto, Agung and IRAWATI, JENNY (2017) PENGARUH USEFULNESS, EASE OF USE, RISK TERHADAP INTENTION TO BUY ONLINE PATISSERIE MELALUI CONSUMER ATTITUDE BERBASIS MEDIA SOSIAL DI SURABAYA. Jurnal Manajemen Pemasaran, 11 (1). pp. 16-25. ISSN 1907-235X

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        Abstract

        Penelitian ini dilakukan untuk mengetahui apakah perceived usefulness, perceived ease of use, perceived risk berpengaruh terhadap intention to buy online patisserie melalui consumer attitude dengan media sosial instagram di masyarakat Surabaya. Penelitian ini merupakan penelitian kuantitatif. Teknik analisa yang digunakan dalam penelitian ini adalah Partial Least Square (PLS). Hasil menunjukkan bahwa perceived usefulness memiliki pengaruh positif dan signifikan terhadap consumer attitude, perceived ease of use memiliki pengaruh positif dan signifikan terhadap consumer attitude, perceived risk memiliki pengaruh negatif dan signifikan terhadap consumer attitude¸ dan consumer attitude memiliki pengaruh positif dan signifikan terhadap intention to buy online. Sehingga consumer attitude adalah variabel yang harus ada antara perceived usefulness, perceived ease of use, perceived risk dan intention to buy online.

        Item Type: Article
        Uncontrolled Keywords: Perceived usefulness, Perceived ease of use, Perceived risk, Consumer attitude, Intention to buy online.
        Subjects: H Social Sciences > HB Economic Theory
        Divisions: Faculty of Economic > Tourism & Leisure Management Program
        Depositing User: Admin
        Date Deposited: 26 Jun 2018 22:34
        Last Modified: 07 Aug 2018 06:29
        URI: http://repository.petra.ac.id/id/eprint/17847

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