PENGARUH RISIKO-RISIKO PEMBELIAN PADA SIKAP DAN PERILAKU PEMBELIAN SECARA ONLINE

WIENEKE RUMLUS, KATHARINA (2014) PENGARUH RISIKO-RISIKO PEMBELIAN PADA SIKAP DAN PERILAKU PEMBELIAN SECARA ONLINE. S2 thesis, UAJY.

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Abstract

This study aims to identify risks that affect purchasing behavior and purchase intention in people who do online shopping and domiciled in Indonesia. This study is expected to provide a deeper insight in identifying the influence of risks of purchase on the attitude and purchase intention in online shopping behavior. The study was conducted using a survey method that is distributed to 150 respondents in Indonesia, namely those who have done online shopping . Analysis of the data calculations is performed using simple linear regression and multiple linear regression with the program tools IBM SPSS Statistics Version 20. The results showed that the attitude of the respondents are affected by financial risk, product risk, non-delivery risk, convenience risk, infrastructure variables, and returns policy. As in this study also identifies that purchase intention in online shopping behavior is influenced by subjective norms, perceived behavioral control and attitude. And lastly, it was found that online shopping behavior are affected by the purchase intention and not influenced by domain specific innovativeness.

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