Primabudi, Andi Muh (2017) Analisa Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Pada Toko Online. Studi Kasus: Penjualan Game Secara Online. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Jumlah pengguna internet di Indonesia meningkat sangat pesat. Pada tahun 2016 pengguna internet di Indonesia telah mencapai 132 juta pengguna, tetapi sayangnya dari jumlah tersebut 36.5% pengguna menyatakan belum pernah melakukan belanja online. Faktor utama yang menyurutkan niat pengguna internet melakukan belanja online adalah karena mereka beranggapan akan memakan proses yang lama (59.5%), alasan kedua terbanyak adalah barang yang dijual tidak sama dengan yang ada di gambar (38%), kemudian tidak tahu caranya (25,6%), dan lain-lain. Sehingga dapat disimpulkan bahwa perilaku calon pelanggan terhadap toko online masih sangat beragam.
Pada penelitian ini, akan dianalisa faktor-faktor apa saja yang dapat mempengaruhi perilaku calon pelanggan terhadap keputusan pembelian pada toko online menggunakan model Decomposed of Theory Planned Behavior yang telah dikembangkan. Dalam penelitian ini, penulis mengambil studi kasus pada salah satu toko online bernama Playinc Store yang menjual Blu-ray game untuk Sony Playstation 4.
Penelitian ini menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM) dalam melakukan analisa. Hasil yang didapatkan adalah faktor-faktor yang paling signifikan bagi calon pelanggan dalam melakukan keputusan pembelian Blu-ray game Playstation 4 secara online di Playinc Store adalah kondisi fasilitas (facilitating condition), persepsi kontrol perilaku (perceived behavioral control), kepercayaan pada diri sendiri (self efficacy), sikap calon pelanggan terhadap pembelian secara online (attitude toward online purchasing) dan kompabilitas (compatibility).
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Number of internet users in indonesia is increasing very rapidly. In 2016, internet users in Indonesia has reached 132 million users, but unfortunately from that number, 36.5% of users expressed that they never done online shopping. The main factors that discourage internet users to shop online is because they think it will take a long process (59.5%), the second reason most are the goods sold is not the same as the one in the image (38%), then they don’t know how to purchase via online shop (25.6%), and others. It can be concluded that the behavior of potential consumers to shop online is still very diverse.
This study will analyze what factors are likely to influence the behavior of potential customers on purchase decisions on online store using Decomposed of Theory Planned Behavior model that has been developed. In this study, the author takes a case study at an online store named Playinc Store which selling Blu-ray games for Sony Playstation 4.
This research uses Partial Least Square Structural Equation Modeling (PLS-SEM) method in analyzing. The results obtained are the most significant factors for potential customers on making purchase decisions of Playstation 4 Blu-ray games at Playinc Store is the facilitating condition, perceived behavioral control, self efficacy, attitude toward online purchasing and compatibility.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Decomposed Theory of Planned Behavior, toko online, keinginan pembelian, keputusan pembelian, partial least squares, structural equation modeling |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems. Dashboards. Enterprise resource planning. |
| Divisions: | 61101-Magister Management Technology |
| Depositing User: | Andi Muh Priambudi |
| Date Deposited: | 31 Jan 2018 08:12 |
| Last Modified: | 08 Mar 2019 04:08 |
| URI: | http://repository.its.ac.id/id/eprint/45777 |
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