FAKTOR – FAKTOR YANG MEMPENGARUHI NIAT PEMBELIAN BAJU SECARA ONLINE DI KOTA BATAM

Listia Nurjanah; Thomas Eddison; Edy Yulianto Putra

doi:10.35906/jep.v10i2.2114

FAKTOR – FAKTOR YANG MEMPENGARUHI NIAT PEMBELIAN BAJU SECARA ONLINE DI KOTA BATAM

Listia Nurjanah, Thomas Eddison, Edy Yulianto Putra

Abstract

ABSTRAK

Di era ini, platform digital e-commerce tumbuh sangat pesat dan memunculkan berbagai toko online seperti shopee, tokopedia, blibli dan bukalapak. Banyaknya toko online tersebut, menciptakan rivalitas ketat sehingga penentuan stategi marketing perlu diperhatikan guna menarik minat pembeli. Penelitian ini bertujuan untuk menguji analisa faktor – faktor yang mempengaruhi niat pembelian baju secara online di Kota Batam. Di era globalisasi ini, banyak faktor – faktor yang mempengaruhi pembelian secara online seperti platform dan influencer. Metode penelitian ini menggunakan pendekatan kasual komparatif (Causal-Comparative Research) dengan membandingkan dua kelompok atau lebih untuk menentukan pengaruh suatu variabel bebas (Perceived Credibility, Trust, Subjective Norms, Perceived Expertise and Perceived Behavorial Control) terhadap variabel terikat (Purchase Intention).. Riset ini disebar ke 200 responden dengan metode convenience sampling melalui google form online. Software SPSS versi 25.0 dan SmartPLS versi 3.0 digunakan dalam analisis data penelitian. Hasil analisis menunjukkan bahwa bahwa Perceived Capability, Perceived Expertise, dan Brand Attitude berpengaruh signifikan terhadap niat pembelian. Sementara itu, Trust, Subjective Norms, dan Perceived Behavioral Control tidak berpengaruh signifikan terhadap niat pembelian (Purchase Intention).

Kata Kunci: Niat Pembelian; E-Commerce, kasual komparatif, Platform Digital

ABSTRACT

In this era, digital e-commerce platforms grow very rapidly and give rise to various online stores such as shopee, tokopedia, blibli and bukalapak. The number of online stores creates intense competition so that the determination of marketing strategies needs to be considered in order to attract buyers. This study aims to examine the analysis of factors that influence the intention to purchase clothes online in Batam City. In this era of globalization, many factors influence online purchases such as platforms and influencers. This research method uses a causal-comparative research approach by comparing two or more groups to determine the effect of an independent variable (Perceived Credibility, Trust, Subjective Norms, Perceived Expertise and Perceived Behavorial Control) on the dependent variable (Purchase Intention). This research was distributed to 200 respondents using the convenience sampling method through an online google form. SPSS software version 25.0 and SmartPLS version 3.0 were used in analyzing the research data. The results of the analysis show that Perceived Capability, Perceived Expertise, and Brand Attitude have a significant effect on purchase intention. Meanwhile, Trust, Subjective Norms, and Perceived Behavioral Control have no significant effect on Purchase Intention.

Keywords: Purchase Intention; E-Commerce, comparative casualty, Digital Platforms

Full Text:

PDF (Bahasa Indonesia)

References

Angelica, V. (2021). Pengaruh Social Media, Electronic Word Of Mouth, Brand Attitude Terhadap Purchase Intention Konsumen Pada Situs Online Shopee Id. JURNAL MANAJEMEN BISNIS DAN KEWIRAUSAHAAN, 5(5), 506–511.

Anggraeni, N. T., Rivai, A. K., & Aditya, S. (2023). Pengaruh Perceived Risk Dan Online Customer Review Terhadap Keputusan Pembelian Melalui Kepercayaan Pada Pengguna Marketplace Di Kota Bekasi. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(5), 1311–1322. https://doi.org/10.54443/sinomika.v1i5.627

Budhi, A., Romadhoni, N., & Guspul, A. (2020). Pengaruh Attitude, Subjective Norm, Dan Perceived Behavioral Control Terhadap Minat Beli Jasa Transportasi Online. Journal of Economic, Business and Engineering (JEBE), 2(1).

Budiman, J., & Andriani, N. (2021). Analisis Pengaruh Subjective Norms, Perceived Behavioral Control Melalui Attitude Sebagai Intervening Terhadap Purchase Intention Pada Coffee Shop Di Batam. In Proceeding Seminar Nasional & Call For Papers.

Celsya, S., & Ariyanto, H. H. (2021). Analisis Faktor Yang Mempengaruhi Minat Pembelian Produk Organik Di Kota Batam. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen TERAKREDITASI SINTA, 4(4), 857–872. http:jim.unsyiah.ac.id/ekm

Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157

Creswell, J. W. (2014). Research-Design_Qualitative-Quantitative-and-Mixed-Methods-Approaches.

Evelyna, F. (2021). Theory of Planned Behavior untuk Memprediksi Niat Pembelian Tiket secara Online pada Generasi Milenial Theory Of Planned Behavior untuk Memprediksi Niat Pembelian Tiket Secara Online Pada Generasi Milenial. JBMA, 8(1), 1–19.

Hartono, A. V., & Immanuel, D. M. (2022a). Pengaruh Expertise, Trustworthiness, Likability, Information Quality, Entertainment Value Influencer Terhadap Purchase Intention Pada Produk Merchandise. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 7(4), 467–480.

Hartono, A. V., & Immanuel, D. M. (2022b). Pengaruh Expertise, Trustworthiness, Likability, Information Quality, Entertainment Value Influencer Terhadap Purchase Intention Pada Produk Merchandise. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 7(4), 466–480.

Hasanah, I., & Dewi, W. (2023). Purchase Intention: Strong Effects Of Green Advertising Attributes, Para-Social Relationships, And Perceived Credibility. Jurnal Distribusi, 11(1), 33–46.

Hasya, R. (2022, May 2). Pakaian Jadi Barang yang Paling Sering Dibeli Masyarakat Indonesia Ketika Belanja Online. GoodStats.

Jannah, K. N., Kurnia, P. R., & Sitio, R. P. (2023). Peran Celebrity Endorsement dalam Mendorong Niat Beli Beauty Product dengan Brand Image dan Brand Attitude Sebagai Mediator. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 02(02), 161–180. https://journal.uii.ac.id/selma/index

Lee, M., Simanjuntak, D. C. Y., & Sky, V. (2024). Pengaruh Perceived Credibility of Consumer, Perceived Image of Consumers dan Service Quality dalam Social Marketing Terhadap Minat Beli Produk E-Commerce Shopee. JURNAL SOSIAL EKONOMI DAN HUMANIORA, 10(2), 344–349. https://doi.org/10.29303/jseh.v10i2.603

Indrawati, L., & Nurjanah, L. (2023). Analysis of Factors Affecting Repurchase Intention In Mobile Shoppping Apllications On Generation Yid 2 *Corresponding Author. In Management Studies and Entrepreneurship Journal (Vol. 4, Issue 4). http://journal.yrpipku.com/index.php/msej

Richadinata, K. R. P., & Astitiani, N. L. P. S. (2021). Pengaruh Iklan Sosial Media Terhadap Keputusan Pembelian Konsumen Di Lingkungan Universitas Bali Internasional. E-Jurnal Manajemen Universitas Udayana, 10(2), 188. https://doi.org/10.24843/ejmunud.2021.v10.i02.p05

Ricky, R. D. M., Kawung, E. J. R., & Goni, S. Y. V. I. (2021). Dampak Aplikasi Belanja Online (Online Shop) di Masa Pandemi Covid-19 Terhadap Minat Belanja Masyarakat di Kelurahan Girian Weru Ii Kecamatan Girian Kota Bitung Provinsi Sulawesi Utara. Jurnal Ilmiah Society, 1(1), 1–9.

Trikadibusana, Angelina, A., & Secapramana, L. V. H. (2021). Faktor-Faktor Yang Mempengaruhi Purchase Intention Generasi Milenial Pada Produk Pangan Organik. Jurnal Administrasi Dan Manajemen, 11(1), 74–82. http://ejournal.urindo.ac.id/index.php/administrasimanajemen/index