Zahra, Fathima Az (2018) Pengaruh Perceived Usefulness, Perceived Ease Of Use Dan Perceived Risk Terhadap Intention To Shop Online (Studi Pada Potensial Pasar Airbnb Di Pulau Jawa). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk mengetahui pengaruh langsung dari perceived usefulness, perceived ease of use dan perceived risk terhadap intention to shop online pada potensial pasar Airbnb di pulau Jawa. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabel-variabelnya. Penelitian ini menggunakan sampel sebanyak 110 respoden dimana penyebaran kuisioner dilaksanakan pada 6 propinsi yang terdapat di Pulau Jawa. Sampel terdiri dari penduduk Pulau Jawa yang tahu, namun belum pernah bertransaksi dengan menggunakan Airbnb. Uji hipotesis dilakukan menggunakan uji t. Analisis data menggunakan Analisis Regresi Linear Berganda yang diolah dengan software SPSS 21. Dari hasil pengujian terhadap ketiga hipotesis yang telah dilakukan dapat disimpulkan bahwa variabel perceived usefulness, perceived ease of use, dan perceived risk berpengaruh secara signifikan dan positif terhadap variabel intention to shop online pada potensial pasar Airbnb di Pulau Jawa. Kemudian diantara ketiga variabel independen, variabel perceived usefulness memiliki pengaruh yang paling dominan terhadap intention to shop online pada potensial pasar Airbnb di Pulau Jawa.
English Abstract
This research aims to analyze the direct effect of perceived usefulness, perceived ease of use and perceived risk on the intention to shop online at Airbnb’s potential market in the island of Java. This explanatory research explains the causal relationship between variables through hypothesis testing. The samples are 110 respondents which spread across 6 provinces of Java Island. Those samples are consists of Java Island inhabitants who are familiar with Airbnb but have never transacted using the application. The hypothesis is assessed by t-test, while the data are analyzed using multiple linear regression method assisted by SPSS 21 software. The result of the hypothesis test indicates that perceived usefulness, perceived ease of use and perceived risk have a positive and significant effect on the intention to shop online at Airbnb’s potential market in Java Island. Furthermore, perceived usefulness is the most dominant variable which influences the intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/551/051810406 |
| Uncontrolled Keywords: | Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Intention To Shop Online, Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Intention to Shop Online |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 09 Oct 2019 08:03 |
| Last Modified: | 20 Oct 2021 07:28 |
| URI: | http://repository.ub.ac.id/id/eprint/163998 |
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