The Effect Of Color Scheme On Purchase Intention With Attitude Towards Website As Mediation Variable (Study Case On Lazada.Co.Id In Malang)

Andika, Inno Karsa (2018) The Effect Of Color Scheme On Purchase Intention With Attitude Towards Website As Mediation Variable (Study Case On Lazada.Co.Id In Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh skema warna terhadap niat beli dengan sikap terhadap website sebagai mediator di website Lazada.co.id di Malang. Sampel dalam penelitian ini adalah pelanggan situs Lazada di wilayah Malang. Penelitian ini merupakan penelitian explanatory yang menjelaskan hubungan kausal antara variabel melalui pengujian hipotesis. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner dan studi pustaka. Penelitian ini menggunakan 100 sampel untuk responden pengunjung Lazada.co.id di Malang. Sampel diambil menggunakan teknik purposive sampling. Instrumen uji yang digunakan untuk pengujian instrumen penelitian adalah uji validitas, uji reliabilitas, dan uji asumsi klasik. Metode analisis yang digunakan adalah analisis model jalur dan pengujian hipotesis dilakukan dengan uji t menggunakan SPSS 21. Hasil penelitian ini menunjukkan bahwa dengan menggunakan pengujian t disimpulkan bahwa masingmasing Skema Warna berpengaruh signifikan langsung terhadap Sikap terhadap website. Karena itu, Color scheme juga memiliki efek signifikan dan langsung terhadap niat beli. Sikap Menuju website berpengaruh signifikan langsung terhadap niat beli. Selain itu, Sikap terhadap situs web memiliki efek positif sebagai mediator antara atmosfer toko online dan niat beli dalam studi Lazada.co.id.

English Abstract

The purpose of this research is to analyze the influence of color scheme on purchase intention with attitude toward website as a mediator in website Lazada.co.id in Malang. The sample in this study was customers of Lazada website in Malang Area. The research is explanatory research which explains the causal relation between the variables through hypothesis testing. The data collection technique of this study uses questionnaires and literature study. This study used 100 samples of Lazada.co.id visitor in Malang. Those samples were taken using a purposive sampling technique. Test instrument that are used for testing the research instrument are validity test, reliability test, and classical assumption test. The analytical methods that were used are path model analysis and hypothesis testing are conducted with t test using SPSS 21The result of this study shows with using testing t is concluded that each of Color scheme has significant direct effect toward Attitude toward website. Therefore, Color scheme also has significant direct effect toward purchase intention. Attitude Toward website has significant and direct effect toward purchase intention as well. Moreover, Attitude toward website has positive effect as mediator between color scheme and purchase intention in the study of Lazada.co.id.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FE/2018/305/051807761
Uncontrolled Keywords:	Color scheme, Attitude toward website, Purchase Intention,Color scheme, Attitude toward website, Purchase Intention
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:	Fakultas Ekonomi dan Bisnis > Akuntansi
Depositing User:	Nur Cholis
Date Deposited:	15 Oct 2019 08:26
Last Modified:	19 Oct 2021 06:39
URI:	http://repository.ub.ac.id/id/eprint/164653

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