Pratama, Widyan Bima Hadi (2018) Analisis Indikator Perilaku Belanja Online Mahasiswa ITS dengan Structural Equation Modelling-Partial Least Square(SEM-PLS) dan PLS-Prediction Oriented Segmentation. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Belanja online menjadi populer karena berbagai
keunggulan. Faktor-faktor yang dinilai mempengaruhi perilaku
belanja online mahasiswa yaitu penerimaan resiko, kepercayaan
dan keamanan, kualitas situs toko online, kenyamanan, pengaruh
sosial dan iklan yang beredar. Penelitian bertujuan untuk
menentukan indikator yang mempengaruhi perilaku belanja
online mahasiswa di ITS menggunakan Structural Equation
Modeling Partial Least Square (SEM-PLS) serta PLS Prediction-
Oriented Segmentation (PLS-POS) untuk mengelompokkan
mahasiswa berdasarkan perilaku belanja onlinenya. Hasil
analisis SEM-PLS disimpulkan bahwa kenyamanan, perasaan
akan risiko dan pengaruh sosial berpengaruh signifikan terhadap
perilaku berbelanja online mahasiswa ITS. Pengelompokkan
PLS-POS menghasilkan tiga segmen. Segmen pertama perilaku
berbelanja online-nya cenderung dipengaruhi sosial dan
perasaan terkait resiko, segmen kedua dipengaruhi kenyamanan
dan kualitas situs belanja sedangkan segmen ketiga dipengaruhi
kualitas situs dan kepercayaan keamanan berbelanja online. ========== Online shopping is becoming popular because it has various advantages. Factors assessed to influence student's online shopping behavior are perceived of risk, trust and security, quality of website, enjoyment, social influence and outstanding advertising.
The study aims to determine the indicators that affect
student's online shopping behavior in ITS using Structural Equation Modeling Partial Least Square (SEM
-PLS) and PLS Prediction-Oriented Segmentation (PLS-POS) to classify students based on their online shopping behavior. The result of SEM-PLS analysis concluded that comfort, feeling of risk and social
influence significantly influence on behavior of online shop of ITS students. PLS-POS grouping generates three segments. The first segment of online shopp
ing behavior tends to be socially influenced and risk-sensitive, the second segment influenced the
convenience and quality of shopping sites while the third segment is affected by site quality and online shopping security beliefs.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSSt 519.538 Pra a-1 |
| Uncontrolled Keywords: | Mahasiswa ITS; Perilaku Belanja Online; PLS-POS,SEM-PLS; ITS Students; Online Shopping Behavior; PLS-POS; SEM-PLS |
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Mathematics and Science > Statistics > 49201-(S1) Undergraduate Thesis |
| Depositing User: | Widyan Bima Hadi Pratama |
| Date Deposited: | 19 Apr 2018 03:16 |
| Last Modified: | 24 Jun 2020 05:06 |
| URI: | http://repository.its.ac.id/id/eprint/50937 |
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