Nurjayanti, Siwi (2019) Determinan Minat Penggunaan Social Commerce: Pendekatan Theory Of Reasoned Action. Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini untuk memprediksi dan mengidentifikasi determinan minat penggunaan social commerce. Konstruk yang digunakan dalam penelitian ini adalah sikap, norma subjektif, nilai harga, dukungan sosial, social commerce contruct (SCC), dan minat menggunakan. Penelitian ini merupakan perbaikan dan pengembangan model Theory of Reasoned Action dari penelitian sebelumnya. Penelitian ini menggunakan metode survei dalam pengambilan data dan kuesioner sebagai alat penelitian. Sampel penelitian ini adalah mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Brawijaya yang berminat menggunakan dan sudah menggunakan social commerce dalam berbelanja online. Kuesioner yang berhasil dikumpulkan dan layak digunakan dalam penelitian sebanyak 80 sampel. Hasil penelitian ini adalah nilai harga, sikap, SCC, dan norma subjektif memengaruhi minat menggunakan social commerce. Nilai harga terbukti sebagai faktor utama karena memiliki pengaruh terbesar. Sebaliknya, hasil penelitian ini menunjukkan dukungan sosial tidak dapat memengaruhi minat menggunakan social commerce.
English Abstract
The purpose of this research is to predict and identify the determinant of the intention to use social commerce. The construct of this research comprised of attitude, subjective norms, price value, social support, social commerce construct (SCC) and intention to use. Moreover, this research is a development of the Theory Reasoned Action model from the previous studies and also the survey method was used to collect the data and the questionnaire method as the instrument of this research. The sample of this research are the bachelor students of faculty of economics and business of Brawijaya University that have the intention to use and already using social commerce on their online shopping activities. There were 80 samples collected from the questionnaire that were able to used in this research. The results of this research show that price value, attitude, SCC and subjective norms influencing the intention to use social commerce and the price value is proven to be the main factor because it has the biggest influence. However, the result of this research also show that social support has no influence on the intention to use social commerce.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/575/051910208 |
| Uncontrolled Keywords: | social commerce, nilai harga, sikap, social commerce construct, norma subjektif, minat keperilakuan, theory of reasoned action-social commerce, price value, attitude, social commerce construct, subjective norms, behavioral intention, theory of reasoned action |
| Subjects: | 300 Social sciences > 381 Commerce (Trade) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Akuntansi |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 07 Nov 2020 21:47 |
| Last Modified: | 04 Mar 2022 02:11 |
| URI: | http://repository.ub.ac.id/id/eprint/177333 |
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