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Pengaruh Kualitas Website Pada Emosi Konsumen Online, Risiko Yang Dirasakan Dan Minat Beli
(1) Universitas Negeri Yogyakarta
(*) Corresponding Author
Abstract
Adanya kemajuan suatu era, maka perkembangan bisnis pun juga turun berkembang pesat. Tekonlogi, menjadi media perkembangan bisnis dari offline menjadi online. Dengan teknologi yang semakin canggih, konsumen dimudahkan untuk melakukan transaksi jual beli barang melalui internet. Tujuan dari penelitian ini adalah untuk menguji efek dari kualitas website pada emosi dan risiko yang dirasakan konsumen, untuk mengetahui hubungan antara risiko dan emosi konsumen, serta untuk mengetahui pengaruh emosi dan risiko terhadap minat beli. Penelitian ini ditujukan untuk konsumen yang pernah berbelanja online dan berdomisili di Indonesia. Data yang dikumpulkan dalam kuesioner ini menggunakan skala Likert. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling dengan 216 responden. Analisis data menggunakan analisis Structural Equation Modelling dan analisis regresi dimoderasi dengan bantuan SPSS dan LISREL. Hasil penelitian ini menemukan bahwa atribut web quality memiliki dampak positif pada emosi dan risiko yang dirasakan. Emosi dan risiko yang dirasakan memiliki dampak positif pada minat beli. Sedangkan risiko yang dirasakan memiliki dampak negatif pada emosi.
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DOI: https://doi.org/10.36587/probank.v8i1.1450
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