Peran Trust Sebagai Mediasi Pengaruh Perceived Usefulness Dan Perceived Ease Of Use Terhadap Minat Beli E-Book (Studi Pada Mahasiswa S2 Universitas Brawijaya Malang) )

Yudiarti, Rr. Fradiani Eka (2017) Peran Trust Sebagai Mediasi Pengaruh Perceived Usefulness Dan Perceived Ease Of Use Terhadap Minat Beli E-Book (Studi Pada Mahasiswa S2 Universitas Brawijaya Malang) ). Magister thesis, Universitas Brawijaya.

Abstract

Dewasa ini internet makin berkembang pesat. Hal ini dimanfaatkan oleh para pemasar untuk menjual produk mereka melalui internet atau yang dikenal sebagai e-commerce. Salah satu produk yang diperjualbelikan melalui toko online adalah e-book. Sayangnya, penjualan e-book di Indonesia kecil. Tujuan dari penelitian ini adalah untuk menjelaskan dan menganalisis apakah perceived usefulness dan perceived ease of use e-book mempengaruhi minat untuk membeli e-book serta apakah trust memediasi pengaruh perceived usefulness dan perceived ease of use terhadap minat membeli e-book. Dengan mengadaptasi model TAM, penelitian ini menggunakan trust sebagai mediator pengaruh perceived usefulness dan perceived ease of use terhadap minat membeli e-book. Sampel diambil menggunakan metode purposive sampling. Responden yang dipilih adalah mahasiswa S2 Universitas Brawijaya Malang angkatan 2015/2016 yang mengenal e-book dan pernah menggunakan e-book selama masa studinya. Dalam hal ini peneliti mengambil sampel sebanyak 100 responden. Hipotesis diuji secara statistik menggunakan model SEM – PLS. Hasil penelitian ini menunjukkan bahwa perceived usefulness tidak berpengaruh signifikan terhadap minat membeli e-book; perceived ease of use berpengaruh signifikan terhadap minat membeli e-book; dan trust terbukti secara signifikan memediasi pengaruh perceived usefulness dan perceived ease of use terhadap minat membeli e-book.

English Abstract

Today the internet is growing rapidly. It is used by marketers to sell their products via the internet or known as e-commerce. One of the products that are traded through an online store is an e-book. Unfortunately, e-book sales in Indonesia are small. The purpose of this study is to explain and analyze whether the perceived usefulness and perceived ease of use of e-books intention to buying e-books as well as whether the trust mediates intention to buy e-books. Adapting the TAM model, this study uses trust as a mediator for the influence of perceived usefulness and perceived ease of use of intention to buy e-books. Samples were taken using purposive sampling method. The selected respondents are students of master pogram Brawijaya University class of 2015/2016 who know the e-book and have used e-book during their study period. In this case the researchers took a sample of 100 respondents. Hypotheses were tested statistically using SEMPLS model. The results of this study indicate that perceived usefulness has no significant effect on the intention to buy e-book; Perceived ease of use has a significant effect on the intention to buy e-books; And trust proved to significantly mediate the effect of perceived usefulness and perceived ease of use on the intention to buy e-books.

Item Type:	Thesis (Magister)
Identification Number:	TES/658.834 3/YUD/p/2017/041706906
Uncontrolled Keywords:	ELECTRONIC COMMERCE, TRUST, INFORMATION RESOURCES MANAGEMENT, ELECTRONIC COMMERCE - INFORMATION RESOURCES
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Nur Cholis
Date Deposited:	16 Aug 2017 04:34
Last Modified:	01 Nov 2021 03:28
URI:	http://repository.ub.ac.id/id/eprint/1398

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