Analisis Indikator Perilaku Belanja Online Mahasiswa ITS dengan Structural Equation Modelling-Partial Least Square(SEM-PLS) dan PLS-Prediction Oriented Segmentation

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)
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 > (S1) Undergraduate Theses
Depositing User: Widyan Bima Hadi Pratama
Date Deposited: 19 Apr 2018 03:16
Last Modified: 19 Apr 2018 03:16
URI: http://repository.its.ac.id/id/eprint/50937

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