PENGARUH KEAMANAN DAN KEPERCAYAAN TERHADAP NIAT BELI PRODUK ONLINE SHOP DENGAN NORMA SUBJEKTIF SEBAGAI VARIABEL MODERASI

Authors

  • Tutik Setyawati, Y. Djoko Suseno & Rahayu Triastity

Abstract

The purpose of this study are to analyze: 1) effect of security on
purchase intention online shop, 2) effect of trust on purchase intention of
products online shop, 3) effect of subjective norms on purchase intention of
products online shop, 4) effect of security on purchase intention of products
online shop with subjective norms as moderation variables, 5 ) effect of trust
on purchase intention of products online shop with subjective norms as
moderation variables. This type of research is survey at consumers at
Surakarta. A sample of 100 responden with with a purposive sampling and
accidental sampling technique. Data collection technique used questionnaire
and librarty research. Analysis data used researh instrument test, classical
assumption test, multiple linear regression, t-test, F-test, coefficient
determination and test the absolute difference. The results showed that the
security has significant effect on purchase intention of products online shop.
Trust has significant effect on purchase intention of products online shop.
Subjective norms has significant effect on purchase intention of products
online shop. Subjective norm moderating the effect of security on purchase
intention of product online shop. Subjective norm does not moderate the
effect of trust on purchase intention of product online shop.
Keywords: security, trust, subjective norms and purchase intention

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Published

2017-03-08

How to Cite

Rahayu Triastity, T. S. Y. D. S. &. (2017). PENGARUH KEAMANAN DAN KEPERCAYAAN TERHADAP NIAT BELI PRODUK ONLINE SHOP DENGAN NORMA SUBJEKTIF SEBAGAI VARIABEL MODERASI. JAMASADA: JOURNAL OF HUMAN RESOURCE MANAGEMENT, 10(2). Retrieved from https://ejurnal.unisri.ac.id/index.php/Manajemen/article/view/1505

Issue

Vol. 10 No. 2 (2016): Manajemen Sumber Daya Manusia

Section

Artikel

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