Pengaruh Trust, Perceived Ease of Use, Perceived Usefulness dan Subjective Norm Terhadap Intention to Shop Online Produk Sport Fashion di Kota Batam
Sari
Sport fashion telah menjadi tren global selama dua tahun terakhir ini dimana saat ini masyarakat semakin sadar akan pentingnya menjaga kesehatan dengan berolahraga. Penggunaan sportwear sebagai pakaian gaya hidup juga semakin berkembang dimana kini masyarakat lebih memilih untuk menggunakan busana yang lebih casual yang lebih nyaman dan santai untuk sehari-harinya. Perkembangan teknologi yang serba digital juga mendorong industri fashion untuk beradaptasi dimana konsumen dapat membeli produk-produk fashion secara online melalui platform belanja online seperti e-commerce. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kepercayaan, persepsi kemudahan penggunaan, persepsi kegunaan terhadap sikap terhadap belanja online, dan untuk menganalisis apakah kepercayaan, norma subjektif dan sikap terhadap belanja online berpengaruh terhadap niat berbelanja online pada produk fashion. Data dikumpulkan dari masyarakat di Kota Batam yang memiliki niat untuk membeli produk fashion sport Adidas, Nike dan Puma. Kuesioner penelitian disebarkan oleh peneliti melalui google form, dan berhasil mengumpulkan 250 data responden. Penelitian ini menunjukkan bahwa kepercayaan, persepsi kemudahan penggunaan, persepsi kegunaan memiliki pengaruh positif yang signifikan terhadap sikap berbelanja online. Di sisi lain, kepercayaan dan sikap terhadap belanja online juga berpengaruh positif terhadap niat berbelanja online. Namun hasil analisis menunjukkan bahwa norma subjektif tidak berpengaruh signifikan terhadap niat berbelanja online.
Kata Kunci: Kepercayaan, Persepsi Kemudahan Penggunaan; Persepsi Kegunaan; Norma Subjektif; Sikap Terhdap Belanja Online; Niat Dalam Belanja Online.
Abstract
Sport fashion has become a global trend for the last two years where nowdays people are more aware of the importance of maintaining health by exercising. The use of sportwear as clothing lifestyle is also growing where people now prefer to use more casual clothes that are more comfortable and relaxed for their daily lives. The development of all-digital technology also encourages the fashion industry to adapt where now consumers can buy fashion products online through online shopping platforms such as e-commerce. The purpose of this study is to analyze the impact of trust, perceived ease of use, perceived usefulness on attitude towards online shopping, and to analyze if trust, subjective norm and attitude towards online shopping have an impact towards intention to shop online on fashion products. Data were collected from people in Batam City who has the intention to buy Adidas, Nike and Puma sport fashion product. Research questionnaires were distributed by reseachers through google form, and managed to collect 250 (two hundred and fifty) respondent data. This study shows that trust, perceived ease of use, perceived usefulness has significant positive influence towards attitude to shop online. On the other hand, trust and attitude towards online shopping also has positive influence towards intention to shop online. However, the results of the analysis show that subjective norm does not significantly influence intention to shop online.
Keywords: Trust, Perceived Ease of Use; Perceived Usefulness; Subjective Norm; Attitude Towards Online Shopping; Intention To Shop Online.
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DOI: https://doi.org/10.37531/yum.v5i1.1469
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