Faktor Penentu Konsumen Indonesia Dalam Niat Membeli Produk Di Platform Online Marketplace Pada Periode Pandemi Covid-19 : Pendekatan Model Information Acceptance

Roesman, Alifia Yasmin Ramadhani (2021) Faktor Penentu Konsumen Indonesia Dalam Niat Membeli Produk Di Platform Online Marketplace Pada Periode Pandemi Covid-19 : Pendekatan Model Information Acceptance. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pada masa pandemi seperti saat ini, aktivitas sehari – hari seperti berbelanja untuk memenuhi kebutuhan bukan lagi menjadi halangan. Dengan adanya online marketplace yang tesedia, kegiatan jual beli di Indonesia tetap dapat berjalan dan bukan lagi menjadi pilihan melaikan tujuan. Salah satunya yang mendapatkan manfaat dengan meningkatnya aktifitas belanja secara daring adalah para pelaku Industri Kecil Menengah. Dimana kenaikan omset yang diperoleh dapat menstabilkan ekonomi di Indonesia. Pada penelitian ini penulis akan membahas tentang faktor penentu konsumen di Indonesia dalam niat membeli produk di platform online marketplace dengan pendekatan IACM (Information Acceptance Model) yaitu penggabungan dari dua teori yang telah ada TRA (Theory of Reasoned Action) dan IAM (Information Adoption Model) serta adanya penambahan variable trust. Data pada penelitian ini akan didapatkan melalui pengisian kuesioner yang ditujukan kepada para pengguna online marketplace yang pernah berbelanja di merchant Industri Kecil Menengah pada lima online marketplace terlaris di Indonesia pada masa pandemi Covid-19 seperti Shopee, Tokopedia, Bukalapak, Lazada dan Blibli. 210 data yang didapat dari kuesioner kemudian akan dianalisis menggunakan SEM (Structural Equation Modeling). Dari hasil penelitian ini ditemukan tiga hipotesa IACM yaitu Information Quality dengan Information Usefulness, Information Credibility dengan Information Usefulness, serta Adoption Information dengan Purchase Intention yang tidak terbukti memiliki pengaruh positif pada saat pandemi Covid-19. Diharapkan hasil dari penelitian ini dapat memberikan pemahaman dan gambaran baru yang bermanfaat bagi para pelaku usaha agar terus dapat bertahan dan berkembang di masa sulit seperti sekarang =============================================================================================== During a pandemic as the present days, daily activities to fulfill the needs, for instance, shopping, can be carried out effortlessly. With the presence of online marketplaces especially in Indonesia, buying and selling activities can still be done and are no longer choices but goals for some people. One of the parties that benefited from online shopping is the Small and Medium-sized Enterprises (SMEs), in which the increase in their turnover can help stabilize the economy in Indonesia. This study further analyzes the determining factors of consumer behavior in Indonesia regarding their intentions to purchase products via online marketplaces. The analysis was performed employing the Information Acceptance Model (IACM) approach, which combined two existing theories, namely the Theory of Reasoned Action (TRA) and the Information Adoption Model (IAM), as well as trust as the additional variable. The data was obtained through a questionnaire distributed to online marketplace users who have purchased from SMEs via best-selling online marketplaces in Indonesia. The 210 obtained data were further processed using Structural Equation Modelling (SEM). This study found three IACM hypotheses, Information Quality with Information Usefulness, Information Credibility with Information Usefulness, and Adoption Information with Purchase Intention which were not proven to have a positive effect during the Covid-19 pandemic. The findings of the present study are thus expected to deliver new insight and big pictures that can be beneficial for enterprises, thereby they can survive and thrive especially in difficult times like the present.

Item Type: Thesis (Masters)
Uncontrolled Keywords: IACM, niat beli, online marketplace, pandemi
Subjects: H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User: Alifia Yasmin Ramadhani Roesman
Date Deposited: 04 Mar 2021 04:28
Last Modified: 04 Mar 2021 04:28
URI: https://repository.its.ac.id/id/eprint/83400

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