PENGARUH RISK PERCEPTION TERHADAP INTENTION TO SHOP ONLINE DENGAN ATTITUDE TOWARD ONLINE SHOPPING SEBAGAI VARIABEL INTERVENING
Keywords:
risk perception, attitude, intention, onlineAbstract
Tujuan penelitian ini menguji dan menganalisis pengaruh risk perception terhadap attitude toward online shopping serta menguji dan menganalisis pengaruh secara tidak langsung variabel risk perception terhadap intention to shop online yang dimediasi variabel attitude toward online shopping pada toko sepatu online. Jenis penelitian ini adalah penelitian kuantitatif, populasi penelitian seluruh pengguna situs internet yang berpotensi melakukan transaksi online, karena jumlah populasi tidak terbatas, maka diambil dengan batas sampel maksimum 100 ditambah 20 % yaitu 120 responden. Teknik analisis data yang digunakan adalah Two Stage Least Square (TSLS). Hasil penelitian, nilai R square = 0,801 dan nilai probabiitas sebesar 0,000 maka hipotesis pertama yang diajukan bahwa “Diduga risk perception berpengaruh signifikan terhadap attitude toward online shopping pada toko sepatu online†terbukti benar dan diterima. Pada pengujian tahap kedua nilai R square sebesar 0,823, dan nilai probabilitas sebesar 0,000 maka hipotesis kedua yang diajukan dalam penelitian “Diduga attitude toward online shopping memediasi pengaruh risk perception terhadap intention to shop online pada toko sepatu online di Sidoarjo†terbukti benar dan diterima. Pada pengujian ketiga, besarnya pengaruh tidak langsung bahwa variabel attitude toward online shopping memediasi pengaruh antara risk perception (X1) terhadap intention to shop online sebesar 0,580 atau 58 %.
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