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ANALISA SIKAP BELANJA ONLINE DAN HARGA TERHADAP KEPUTUSAN BELANJA KONSUMEN PADA EVENT FLASH SALE SHOPEE
(1) STIE AUB Surakarta
(2) STIE AUB Surakarta
(*) Corresponding Author
Abstract
ABSTRAKSI
Penelitian ini dilaksanakan bertujuan untuk mengetahui secara empiris: analisis terhadap sikap perilaku konsumen dalam belanja online dan pengaruh harga terhadap keputusan belanja online dalam event flash sale aplikasi Shopee
Data dikumpulkan dari 130 responden dengan menggunakan metode purposive random sampling. Analisis data dilakukan melalui analisis instrumen penelitian yang meliputi uji validitas menggunakan korelasi product moment dan uji reliabilitas menggunakan teknik cronbach’s alpha; analisis jalur; koefisien determinasi, uji t; uji F dan pengaruh langsung serta tidak langsung.
Hasil penelitian ini menunjukkan bahwa: 1) sikap belanja online berpengaruh positif namun tidak signifikan terhadap keputusan belanja online, 2) harga berpengaruh positif namun tidak signifikan terhadap kinerja pegawai, 3) hasil Uji R2 didapatkan hasil sebesar 0,012 atau 1,2% yang berarti variabilitas variabel sikap belanja online dan harga yang dapat dijelaskan oleh variabilitas variabel keputusan dalam belanja online sebesar 1,2% sedangkan sisanya 98,8% dijelaskan oleh variabel lainnya yang tidak dimasukkan dalam model regresi
Kata kunci: Sikap Belanja, Harga, dan Keputusan Belanja Online
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DOI: https://doi.org/10.36587/exc.v7i1.624
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