PURCHASE INTENTION TOWARDS YOUTH CONSUMERS TO BUYING ONLINE AT UNIVERSITAS ATMA JAYA YOGYAKARTA STUDENTS

Nugroho, Rio Agung (2019) PURCHASE INTENTION TOWARDS YOUTH CONSUMERS TO BUYING ONLINE AT UNIVERSITAS ATMA JAYA YOGYAKARTA STUDENTS. S1 thesis, UAJY.

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Abstract

This study aims to identify the influence of perceptions of benefits, risk perceptions and trust in online shopping behavior of adolescents in Yogyakarta. This study uses a sample of 125 respondents. Research data was collected using convenience sampling technique with questionnaire tools. The research data was tested statistically using multiple linear regression. The results of this study are a model of perception of benefits, risk perception and trust partially positive and significant effect on the attitudes of adolescents in online shopping. This study also shows that the positive attitude of adolescents in online shopping has a positive and significant effect on the intention of shopping online. The results of the study can be used as input for online businesses to develop online shopping behavior models in the youth segment in Yogyakarta by considering the variables of perceived benefits, risk perception and trust.

Item Type: Thesis (S1)
Uncontrolled Keywords: Perception of benefits, risk perception, trust, attitude, intention to shop online
Subjects: Business Management > International Marketing
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Lia natanaelia utami
Date Deposited: 16 May 2019 01:35
Last Modified: 16 May 2019 01:51
URI: http://e-journal.uajy.ac.id/id/eprint/18659

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