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

Authors

  • 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

Keywords:

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

Abstract

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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Published

2019-05-29

Issue

Vol. 5 No. 1: Mei 2019

Section

Jurnal Riset Akuntansi Mercu Buana (JRAMB)

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