Analisis pengaruh anxiety, mobile apps skillfulness, usefulness, dan ease of access terhadap mobile shopping intention : telaah pada konsumen pengguna aplikasi mobile zalora indonesia

Juniati, Juniati (2015) Analisis pengaruh anxiety, mobile apps skillfulness, usefulness, dan ease of access terhadap mobile shopping intention : telaah pada konsumen pengguna aplikasi mobile zalora indonesia. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Pertumbuhan angka penetrasi smartphone di Indonesia menyebabkan munculnya platform baru yaitu aplikasi mobile. Aplikasi mobile dijadikan media untuk mengembangkan bisnis ritel online yang lebih sering disebut mobile commerce (m-commerce). Perangkat smartphone sering dimanfaatkan pengguna untuk mencari informasi suatu produk, tetapi masih sedikit diantaranya yang berbelanja melalui aplikasi mobile. Jadi, penelitian ini membahas faktor emosional dan faktor rasional terhadap mobile shopping intention pada aplikasi mobile Zalora Indonesia. Faktor emosional ialah anxiety, dan faktor rasional ialah mobile apps skillfulness, usefulness, dan ease of access. Penelitian jenis deskriptif ini menggunakan metode non-probability sampling teknik judgemental sampling. Data dikumpulkan dengan menyebar kuesioner pada 143 responden yang merupakan konsumen Zalora. Data tersebut dianalisis menggunakan teknik structural equation model (SEM). Hasil penelitian ini menunjukan bahwa anxiety memiliki hubungan langsung dengan mobile shopping intention dan mobile apps skillfulness. Mobile apps skillfulness dan ease of access mempengaruhi mobile shopping intention secara tidak langsung melalui usefulness. Selain itu, ease of access tidak memiliki pengaruh langsung pada mobile shopping intention

Item Type: Thesis (Bachelor Thesis)
Subjects: 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
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 > 658.8342 Consumer Behavior
Divisions: Faculty of Business > Management
Depositing User: Administrator UMN Library
Date Deposited: 22 Jun 2017 06:35
Last Modified: 15 May 2023 07:11
URI: https://kc.umn.ac.id/id/eprint/474

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