Keputusan pembelian e-commerce selama pandemi: persepsi kegunaan, persepsi kemudahan penggunaan, harga, dan sikap konsumen

I Gusti Ngurah Satria Wijaya, Ni Wayan Cahya Ayu Pratami, I Gede Dharmadi Yasa

Abstract


Dalam bisnis, banyak hal yang dapat mempengaruhi pembelian suatu produk, baik yang disebabkan oleh faktor internal perusahaan seperti manajemen strategi pemasaran perusahaan maupun dari lingkungan eksternal perusahaan seperti peraturan pemerintah, apalagi saat ini sedang terjadi wabah penyakit. Covid-19 yang berdampak langsung pada semua aspek perekonomian. Teknologi dan informasi di era sekarang ini tidak dapat dipungkiri memiliki pengaruh yang cukup besar terhadap perilaku konsumen. Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi keputusan pembelian e-commerce Tokopedia. Data yang digunakan dalam penelitian ini adalah data primer yang berasal dari kuisioner yang disebarkan kepada masyarakat yang pernah melakukan pembelian di kota Denpasar. Teknik analisis yang digunakan dalam penelitian ini adalah analisis model persamaan struktural. Hasil dari penelitian ini adalah variabel persepsi kemudahan penggunaan, dan manfaat yang dirasakan berpengaruh signifikan terhadap variabel harga, variabel kemudahan penggunaan yang dirasakan tidak berpengaruh signifikan terhadap variabel sikap, variabel manfaat yang dirasakan dan harga berpengaruh signifikan terhadap variabel sikap, variabel persepsi manfaat dan harga berpengaruh signifikan terhadap variabel sikap. variabel kemudahan penggunaan, persepsi kegunaan, dan harga berpengaruh signifikan terhadap variabel keputusan pembelian, variabel sikap konsumen tidak berpengaruh signifikan terhadap variabel keputusan pembelian.


Keywords


E-commerce; persepsi kegunaan; persepsi kemudahan penggunaan; sikap konsumen; harga; keputusan pembelian

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DOI: http://dx.doi.org/10.29264/jmmn.v14i1.10993

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