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Pengaruh Atmospheric Stimulus dan Emotional Organisms terhadap Viewer Response di Tokopedia.com

Kurniawan Nugroho, Davine (2019) Pengaruh Atmospheric Stimulus dan Emotional Organisms terhadap Viewer Response di Tokopedia.com. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Dengan semakin berkembangnya teknologi, membuat semakin ketatnya persaingan di industi e-commerce di Indonesia yang membuat semua perusahaan selalu mempersiapkan yang terbaik untuk konsumennya. Terutama dalam tampilan website dimana setiap perusahaan e-commerce meletakkan semua produk dan jasanya pada halaman web sesuai yang telah di desain. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh analisis pengaruh layout design dan atmosphere terhadap emotional arousal dan attitude toward the website serta implikasinya terhadap purchase intention telaah pada website Tokopedia. Penelitian ini berjenis kuantitatif dengan menggunakan kuesioner online. Data yang diperoleh diolah dengan menggunakan software AMOS versi 20 (n = 232). Uji validitas dan reliabilitas diukur dengan menggunakan confirmatory factor analysis (CFA), dan hubungan antar-variabel dan model penelitian dianalisa menggunakan metode Structural Equation Modelling (SEM). Penelitian ini menemukan bahwa layout design berpengaruh terhadap emotional arousal dan attitude toward the website, atmosphere berpengaruh terhadap emotional arousal dan attitude toward the website, emotional arousal berpengaruh terhadap attitude toward the website dan attitude toward the website berpengaruh terhadap purchase intention bagi para online shoppers.

Item Type: Thesis (Bachelor Thesis)
Uncontrolled Keywords: layout design, atmosphere, emotional arousal, attitude toward website, purchase intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD59-59.9 Marketing and Publicity
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD59-59.9 Marketing and Publicity > HD59.1 Business Markets
Divisions: Fakultas Bisnis > Program Studi Manajemen
SWORD Depositor: mr admin umn
Depositing User: mr admin umn
Date Deposited: 06 Dec 2019 09:17
Last Modified: 08 Jan 2020 04:21
URI: http://kc.umn.ac.id/id/eprint/11666

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