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)
Keywords:	layout design, atmosphere, emotional arousal, attitude toward website, purchase intention
Subjects:	300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing) 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.82 Sales Promotion
Divisions:	Faculty of Business > Management
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	06 Dec 2019 09:17
Last Modified:	13 Jan 2023 07:56
URI:	https://kc.umn.ac.id/id/eprint/11666

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