ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM BERBELANJA ONLINE (STUDI PADA KONSUMEN YANG MEMBELI PRODUK FASHION SECARA ONLINE DI KOTA PALEMBANG)

Repi, Andreas Marthen (2017) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM BERBELANJA ONLINE (STUDI PADA KONSUMEN YANG MEMBELI PRODUK FASHION SECARA ONLINE DI KOTA PALEMBANG). Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to analyze the factors that influence consumer online shopping behavior about fashion products that may be the most important problem of ecommerce and marketing. The population in this study are people who buy fashion products online in the city of Palembang. Samples from this study are consumers who have bought online fashion products more than three times. Samples were determined based on purposive sampling method of 100 respondents. The test was performed using SPSS Ver 17. In this research have fulfilled the requirements of validity, reliability, normality test, multicollinearity, heteroscedasticity test and multiple regression analysis and F and t test. The result of this research shows that there are positive and significant attitude, perceived behavioral control, and subjective norms toward consumer online shopping behavior. Keywords: Attitude, Perceived Behavior Control, Subjective Norm, domain specific innovativeness and online purchasing behavior.

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