THEORY OF PLANNED BEHAVIOR PADA E-COMMERCE INTENTION MAHASISWA DI SURABAYA

Okto Aditya Suryawirawan

doi:10.53712/jmm.v4i2.655

THEORY OF PLANNED BEHAVIOR PADA E-COMMERCE INTENTION MAHASISWA DI SURABAYA

Okto Aditya Suryawirawan

Abstract

Tujuan dari penelitian ini untuk menganalisis pengaruh attitude, subjective norm, perceived behavioral control dan gender terhadap e-commerce intention mahasiswa di Surabaya. Penelitian ini menggunakan sumber data primer yang diperoleh secara langsung dengan menyebarkan kuesioner kepada 103 responden. Metode pengambilan sampel adalah non-probability dengan teknik purposive sampling. Kriteria responden adalah mahasiswa yang menggunakan aplikasi e-commerce setidaknya sebulan sekali.
Metode penelitian menggunakan analisis partial least square. Temuan dari penelitian ini adalah attitude memiliki pengaruh positif terhadap e-commerce intention, subjective norm memiliki pengaruh positif terhadap e-commerce intention, perceived behavioral control memiliki pengaruh positif terhadap e-commerce intention.

Mahasiswa perempuan memiliki e-commerce intention yang lebih tinggi daripada mahasiswa laki-laki.

Keywords

Theory of Planned Behavior; Attitude; Subjective Norm; Perceived Behavioral Control; Gender; E-commerce Intention

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DOI: http://dx.doi.org/10.53712/jmm.v4i2.655