PENGARUH USEFULNESS, EASE OF USE, RISK TERHADAP INTENTIONTO BUY ONLINEPATISSERIE MELALUI CONSUMER ATTITUDE BERBASIS MEDIA SOSIAL DI SURABAYA

Yudianto Oentario · Agung Harianto · Jenny Irawati

42 citations0/0 files storedJurnal Manajemen Pemasaran

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Penelitian ini dilakukan untuk mengetahui apakah perceived usefulness, perceived ease of use, perceived risk berpengaruh terhadap intention to buy online patisserie melalui consumer attitude dengan media sosial instagram di masyarakat Surabaya. Penelitian ini merupakan penelitian kuantitatif. Teknik analisa yang digunakan dalam penelitian ini adalah Partial Least Square (PLS). Hasil menunjukkan bahwa perceived usefulness memiliki pengaruh positif dan signifikan terhadap consumer attitude, perceived ease of use memiliki pengaruh positif dan signifikan terhadap consumer attitude, perceived risk memiliki pengaruh negatif dan signifikan terhadap consumer attitude¸ dan consumer attitude memiliki pengaruh positif dan signifikan terhadap intention to buy online. Sehingga consumer attitude adalah variabel yang harus ada antara perceived usefulness, perceived ease of use, perceived risk dan intention to buy online.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2000On risk, convenience, and Internet shopping behavior 2006Development of a scale to measure the perceived benefits and risks of online shopping 2007The effects of perceived risk and technology type on users’ acceptance of technologies 2008Sistem Informasi Keperilakuan 2009Factors influencing internet shopping behaviour: a survey of consumers in Thailand

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2022The Role of Trust as Mediation between Perceived Usefulness and Perceived Ease of Use on Repurchase Intention 2020Pengaruh Perceived Usefullness, Perceived Ease of Use Terhadap Behavioral Intention To Use dengan Atittude Towards Using sebagai Variabel Intervening (Studi Kasus Pada Gopay Dikota Yogyakarta)2023THE ROLE OF ATTITUDE TOWARD USING MEDIATES THE INFLUENCE OF PERCEIVED USEFULNESS AND PERCEIVED EASE OF USE ON BEHAVIORAL INTENTION TO USE 2018The Influence of Perceived Risk and Perceived Ease of Use on Consumerrs Attitude and Online Purchase Intention 2023Consumers’ Online Purchasing Intentions Post COVID-19: Evidence from Lebanon and the Kingdom of Bahrain

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