PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, TRUST IN ONLINE STORE, PERCEIVED RISK SEBAGAI PEMICU NIAT BELI ONLINE PADA PRODUK UMKM “MADE IN INDONESIA” MELALUI PENGGUNAAN E-COMMERCE MARKETPLACE

Penulis

  • M. Budiantara Universitas Mercu Buana Yogyakarta
  • Hamzah Gunawan Universitas Mercu Buana Yogyakarta
  • Endang Sri Utami Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.26486/jramb.v5i1.783

Kata Kunci:

Perceived Usefulness, Perceived Ease Of Use, Trust In Online Store, Perceived Risk, Niat Beli Online, E-Commerce, Marketplace

Abstrak

Banyak sekali perusahaan baru bermunculan dengan berbasis teknologi digital. Perusahaan ini menawarkan layanan dengan menggunakan aplikasi baru untuk konsumen berbelanja. E-commerce marketplace merupakan salah satu sarana berbelanja melalui internet. Penelitian ini menggunakan metode penelitian survei dan termasuk penelitian penjelasan (explanatory research) dengan pendekatan penelitian kuantitatif.. Teknik pengambilan sampel menggunakan purposive cluster sampling, dengan jumlah sampel sebanyak 150 mahasiswa. Alat analisis dalam penelitian ini menggunakan analisis Regresi Linier Berganda dengan uji prasyarat yaitu uji validitas dan reliabilitas. Hasil penelitian ini adalah Perceived Usefulness, Perceived Ease Of Use, Trust In Online Store dan Perceived Risk secara bersama-sama mempunyai pengaruh yang signifikan terhadap Niat beli online pada PT. Produk UMKM “made in Indonesia†melalui penggunaan e-commerce marketplace. Variabel Perceived Usefulness secara parsial tidak memiliki pengaruh signifikan terhadap Niat beli online sedangkan Perceived Ease Of Use, Trust In Online Store dan Perceived Risk secara parsial mempunyai pengeruh signifikan terhadap Niat beli online pada Produk UMKM “made in Indonesia†melalui penggunaan e-commerce marketplace. Variabel Perceived Usefulness mempunyai pengaruh dominan terhadap Niat beli online pada Produk UMKM “made in Indonesia†melalui penggunaan e-commerce marketplace.

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Unduhan

Diterbitkan

2019-05-29

Terbitan

Vol 5 No 1: Mei 2019

Bagian

(JRAMB) Jurnal Riset Akuntansi Mercu Buana

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