Giandi, Oxsy (2019) Analisis Perilaku Konsumen Dalam Menggunakan Market Place Di Indonesia Dengan Model Unified Theory Of Acceptance And Use Of Technology 2 (UTATUT-2). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Industri market place di Indonesia semakin menggeliat beberapa tahun terakhir. Tahapan utama untuk mencapai kesuksesan pada bisnis jual beli di market place mengidentifikasi faktor-faktor yang berpengaruh pada konsumen ketika membeli barang yang ditawarkan oleh market place. Penelitian ini bertujuan untuk menganalisa perilaku konsumen dalam menggunakan market place. Penelitian ini adalah penelitian kuantitatif dengan mengumpulkan data melalui survei kepada responden, dimana responden merupakan konsumen Tokopedia dan Bukalapak. Penelitian ini mendapatkan responden sebanyak 254 responden Tokopedia dan 178 responden Bukalapak. Penelitian ini menggunakan model pendekatan Unified Theory of Acceptance and Use of Technology (UTAUT-2) dan metode Partial Least Square Structural Equation Modeling (PLS-SEM). Model UTAUT-2 akan menggambarkan faktor-faktor yang berpengaruh pada perilaku konsumen dalam menggunakan market place dan PLS-SEM digunakan untuk menguji 56 hipotesis dari penelitian yang telah dibuat dengan data penelitian yang didapat dari kuisioner. Pada peneltian ini, didapati bahwa social influence, facilitating condition mempengaruhi konsumen Tokopedia untuk menggunakan (berbelanja di) market place tersebut sedangkan pada Bukalapak tidak memiliki pengaruh yang signifikan. Hedonic motivation, habit, trust, incentive mempengaruhi konsumen Tokopedia dan Bukalapak untuk menggunakan (berbelanja di) kedua market place tersebut. Terdapat tiga faktor utama yang dapat digunakan oleh majamenen kedua market place tersebut yaitu habit, trust, dan incentive Faktor-faktor tersebut digunakan untuk dapat digunakan oleh pihak manajemen untuk merancangan strategi pemasaran dan meningkatkan intensitas penggunaan market place.
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The market place industry in Indonesia has been increasingly stretching in recent years. The main stages to achieve success in the business of buying and selling at market place identify the factors that influence consumers when buying goods offered by the market place. This study aims to analyze consumer behavior in using market place. This research is quantitative research by collecting data through surveys to respondents, where respondents are consumers of Tokopedia and Bukalapak. This study received respondents as many as 254 respondents Tokopedia and 178 respondents Bukalapak. This study uses a model of the Unified Theory of Acceptance and Use of Technology (UTAUT-2) approach and the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The UTAUT-2 model will describe the factors that influence consumer behavior in using the market place, and PLS-SEM used to test 56 hypotheses from the research that has been made with the research data obtained from the questionnaire. In this study, it was found that social influence, facilitating conditions affect consumers Tokopedia to use (shop at) the market place while at Bukalapak does not have a significant effect. Hedonic motivation, habit, trust, incentive affects consumers of Tokopedia and Bukalapak to use (shop at) the two market places. Three main factors can be used by the second board of the market place, namely habit, trust, and incentive. These factors are used to be used by management to design marketing strategies and increase the intensity of market place use.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTMT 658.834 2 Gia a-1 |
| Uncontrolled Keywords: | Perilaku Konsumen, Market Place, Unified Theory of Acceptance and Use of Technology versi 2, Partial Least Square Structural Equation Modeling. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. |
| Divisions: | Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis |
| Depositing User: | Oxsy Giandi |
| Date Deposited: | 26 Mar 2025 03:22 |
| Last Modified: | 26 Mar 2025 03:22 |
| URI: | http://repository.its.ac.id/id/eprint/66154 |
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