Pengaruh Visual Complexity Dan Contextual Relevance Terhadap Web Attractiveness, Trust, Dan Online Purchase Intention Pada Website Perusahaan

Hendralaksono, Benedictus Bramantya (2022) Pengaruh Visual Complexity Dan Contextual Relevance Terhadap Web Attractiveness, Trust, Dan Online Purchase Intention Pada Website Perusahaan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Ketika menghadapi tuntutan kebutuhan konsumen serta gelombang digitalisasi yang berkembang semakin pesat, website perusahaan merupakan media komunikasi yang tepat digunakan untuk meraih konsumen secara lebih luas dalam proses ini. Perkembangan kompetitor dalam merancang tampilan website perusahaan memberikan tantangan bagi perusahaan untuk dapat merancang tampilan yang menarik serta mampu menyajikan informasi yang relevan sehingga meningkatkan web attractiveness serta trust konsumen untuk melakukan pembelian secara online. Penelitian ini menguji pengaruh visual complexity dimana sejumlah elemen dengan tingkat kompleksitas tertentu yang dapat menjadi pengaruh pada aspek kognitif serta emosional manusia dan contextual relevance dimana keterkaitan penyampaian informasi yang dimasukan pada iklan sesuai dengan konten, ini juga sebagai alat yang digunakan untuk bersaing secara lebih efektif pada tampilan website perusahaan terhadap web attractiveness dimana kemampuan website yang dirasa dapat memberi manfaat kepada individu dan trust, dimana trust atau ekspektasi konsumen bahwa lapak dapat memenuhi komitmen yang dijanjikan menggunakan teknik analisa uji MANOVA, kemudian dikaitkan dengan online purchase intention konsumen menggunakan uji regresi berganda. Penelitian ini menggunakan desain faktorial 2 x 2 serta menggunakan teknik random assignment pada 160 orang partisipan. Penelitian diawali dengan melakukan pre-test serta uji manipulasi untuk memastikan bahwa partisipan memahami stimuli hasil manipulasi yang telah disiapkan. Pada main effect didapati hasil penggunaan visual complexity jenis high lebih menghasilkan web attractiveness dan trust yang tinggi. Serta pada contextual relevance ditemukan adanya perbedaan web attractiveness dan trust. Tampilan website yang menampilkan tampilan yang memiliki keterkaitan informasi antara gambar dengan deskripsi akan menghasilkan web attractiveness dan trust yang lebih tinggi. Selain itu, dalam penelitian didapati hasil bahwa web attractiveness dan trust pengaruh positif terhadap online purchase intention.
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When facing the demands of consumer needs and the rapidly growing wave
of digitalization, the company's website is the right communication medium to use
to reach consumers more broadly in this process. The development of competitors
in designing the appearance of the company's website poses a challenge for
companies to be able to design attractive displays and be able to present relevant
information so as to increase web attractiveness and consumer trust to make online
purchases. This study examines the effect of visual complexity where a number of
elements with a certain level of complexity can be an influence on the cognitive and
emotional aspects of humans and contextual relevance where the connection
between the delivery of information included in advertisements is in accordance
with the content, this is also a tool used to compete more effectively on the market.
the appearance of the company's website on web attractiveness where the ability of
the website is felt to be able to provide benefits to individuals and trusts, where trust
or consumer expectations that the stall can fulfill the promised commitment using
the MANOVA test analysis technique, then linked to online purchase intention of
consumers using multiple regression tests. This study used a 2 x 2 factorial design
and used a random assignment technique to 160 participants. The study was
initiated by conducting a pre-test and manipulation test to ensure that participants
understood the stimuli that had been prepared from the manipulation. In the main
effect, it was found that the results of using high type of visual complexity resulted
in high web attractiveness and trust. And in contextual relevance, it is found that
there are differences in web attractiveness and trust. Website display that displays
a display that has information linkages between images and descriptions will result in higher web attractiveness and trust. In addition, the research found that web
attractiveness and trust have a positive effect on online purchase intention.

Item Type: Thesis (Masters)
Uncontrolled Keywords: visual complexity, contextual relevance, web attractiveness, trust, online purchase intention, MANOVA, regresi linier berganda
Subjects: H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
H Social Sciences > HF Commerce > HF5548.34 Mobile commerce.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User: Benedictus Bramantya Hendralaksono
Date Deposited: 27 Jan 2022 08:23
Last Modified: 31 Oct 2022 03:35
URI: http://repository.its.ac.id/id/eprint/92525

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