ANALISIS PENGARUH KEGUNAAN YANG DIRASAKAN, KEMUDAHAN PENGGUNAAN DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi pada situs jual beli online Zalora.co.id)
Abstract: High growth of
technology and consumer’s shifting behavior who want an easy transaction,
faster, and efficient cause online business growth that called e-commerce. This
causes competition of e-commerce in high temper. Company needs to make their
consumers being loyal to their product so they can survive. Between the
atmosphere of the competitiveness nowadays, Zalora is one of the most popular
e-commerce company in Indonesia that not coupled with the reputation and page
viewers to transact in this site. This study was to examine the effect od
variabel perceived usefulness, easy of use, and consumer trust on purchase
decision of Zalora in Semarang through consumer intention as an intervening
variabel.
The total sample in this study is 100 respondents taken by purposive
sampling technique that comsumers in Semarang and also conduct transaction at
least 1 times in Zalora. Data analysis method used are in which the analysis :
validity, reliability, classic assumption test, multiple linear regeression,
t0test, F-test, determination test and Sobel test.
This result of multiple regression analysis showed that all independent
variabels are perceived usefulness (0,252). Ease of use (0,625), and customer’s
trust (0,165) has a positive and significant relationship to variabel purchase
intention. Intervening variabel such as purchase intention (0,625) and
independent variabel such as costomer’s trust (0,165) has a positive
relationship and parallel to the dependant variabel is purchase intention.
Keywords: perceived
usefulness, easy of use, customer’s trust, purchase decision
Penulis: Rosep Tika Noviatun,
Imroatul Khasanah
Kode Jurnal: jpmanajemendd170991
