Hayu, Rina Suthia (2019) Studi Eksperimental: Pengaruh Kualitas Website, Aspek Afektif, Aspek Kognitif Dan Peraturan Pemerintah Terhadap Perilaku Online Impulse Buying. Doktor thesis, Universitas Brawijaya.
Abstract
Pesatnya perkembangan E-commerce di Indonesia turut berdampak pada meningkatnya penetrasi internet, namun tidak diikuti oleh pesatnya pembelian online, meskipun para pelaku usaha online telah melakukan berbagai upaya pemasaran guna meningkatkan jumlah pelanggan mereka. Pemerintah Indonesia khsusnya kementerian KOMINFO sejak 1997 juga telah berupaya mengatur jalannya peta E-commerce dengan mengeluarkan beberapa kali regulasi terkait E-commerce. Fenomena menarik ini telah melatarbelakangi penulis untuk melakukan penelitian eksperimen berlandaskan S-O-R Model karena hingga saat ini belum ditemukan penelitian yang mengangkat variabel peraturan pemerintah melalui verifikasi website mampu mempengaruhi perilaku online impulse buying . Penelitian dilakukan kepada 175 mahasiswa generasi millennial Fakultas Ekonomi dan Bisnis, Universitas Brawijaya Malang baik sebagai partisipan eksperimen maupun responden survey. Berdasarkan hasil eksperimen menggunakan Completely Randomized Factorial Design (CRF-22) ditemukan fakta bahwa website yang interaktif dan telah diverifikasi oleh kementerian KOMINFO berpengaruh paling besar terhadap online impulse buying . Diperkuat dengan hasil penelitian secara survey, terbukti bahwa kualitas website, aspek afektif, aspek kognitif dan peraturan pemerintah telah berpengaruh terhadap online impulse buying
English Abstract
The rapid growth of e-commerce in Indonesia increases the penetration of the internet. However, it is not followed by rapid increase in online purchases although online business operator have tried all marketing efforts to increase the number of their customers. The government of Indonesia through the Ministry of Communication and Information has been trying to manage e-commerce since 1997 through regulations regarding such business. The aforementioned phenomenon motivates the study to conduct an experimental study using SOR model because, until recently, there is no study discussing government regulations through website verification that are able to influence online impulse buying behavior. This study was conducted on 175 millennial generation students in the Faculty of Economics and Business Universitas Brawijaya. They serve as both experiment participants and survey respondents. Based on the experiment using Completely Randomized Factorial Design (CRF-22), this study finds that interactive websites that verified by the Ministry of Communication and Information have the greatest influence on online impulse buying. The finding was supported by the survey that website quality, affective aspect, cognitive aspect, and government regulations influence online impulse buying.
Other obstract
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| Item Type: | Thesis (Doktor) |
|---|---|
| Identification Number: | DIS/006.7/HAY/s/2019/061905126 |
| Uncontrolled Keywords: | Kualitas Website, Interaktif Website, Peraturan Pemerintah, Verifikasi Website, Online Impulse buying,-Website Quality, Interactive Website, Government Regulations, Website Verification, Online Impulse Buying |
| Subjects: | 000 Computer science, information and general works > 006 Special computer methods > 006.7 Multimedia systems |
| Divisions: | S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 20 May 2022 07:49 |
| Last Modified: | 20 May 2022 07:49 |
| URI: | http://repository.ub.ac.id/id/eprint/190684 |
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