DAMPAK PERILAKU KONSUMEN TERHADAP PENGGUNAAN AKSES SITUS ON-LINE SHOP
(STUDI KASUS PADA MAHASISWA DI UNIVERSITAS PANCASAKTI TEGAL)
Abstract
ABSTRACT
Online shop access site is a form of change presented by the Internet media in terms of innovation in terms of shopping. Consumption behavior especially to Students, Employees and Students lately interested to access the online site. Consumption patterns are so high to buy an item or sell goods through the site. They think buying a product or selling a product on the site is something that is considered very interesting, because it is easy in terms of all its services. In addition, the employees, students and students assume that shopping and selling are already following the development of technology now and can be accepted by the surrounding environment. Research objectives are (1) The influence of service quality on customer satisfaction in accessing online shop site, (2) Influence attitudes and beliefs on users of online shop access sites and (3) The influence of satisfaction on the loyalty of consumers online shop.
Benefits to be achieved by the authors in this study are (1) Applying theory and additional information about the service quality, consumer satisfaction and consumer loyalty, (2) As a reference for other researchers who will conduct research with similar topics in the future, (3 ) As an input to the online shop maker to be more oriented towards the factors that influence consumer shopping behavior, (4) As a reference for other researchers who will conduct research with similar topics in the future and (5) Influence attitudes, norms, and behavior control in shopping through online media shop.
Research using data analysis method used is included in the category of quantitative data analysis is a data analysis using statistical instruments. Statistical instruments used were Chi Square Test and performed using SPSS (Statistical Package For Social Science) software. The goodness-of-fit test of chi-square compares the observed frequencies and expected frequencies in each category to test that all categories contain the same proportion of values or test that each category contains a certain proportion of values.
The results of model fit testing showed that the four factors (cultural, economic, social and ethical) that have the most contigency coefficient on consumer behavior in accessing online shop site are Social variables. This means showing a group of people or individuals having a relationship between consumers with each other in selecting products through online shop sites and building good communication in choosing products and knowing the risks faced when buying products through online shop site.
Keywords: Consumer Behavior, Use of On-Line Website Access Shop
ABSTRAK
Situs akses online shop merupakan bentuk perubahan yang disajikan oleh media internet dari segi inovasi dalam hal berbelanja. Perilaku konsumsi khususnya terhadap Mahasiswa, Karyawan maupun Mahasiswa akhir-akhir ini tertarik untuk mengakses situs online tersebut. Pola konsumsi yang begitu tinggi untuk membeli suatu barang atau menjual barang melalui situs tersebut. Mereka berpikir membeli produk atau menjual produk pada situs tersebut merupakan hal yang dianggap sangat menarik, karena mudah dalam hal semua pelayanannya. Selain itu para karyawan, mahasiswa maupun mahasiswa beranggapan bahwa berbelanja maupun berjualan itu sudah mengikuti perkembangan teknologi sekarang dan dapat di terima oleh lingkungan sekitar.Tujuan penelitian adalah (1) Pengaruh kualitas layanan terhadap kepuasan konsumen dalam mengakses situs online shop,(2) Untuk mengetahui pengaruh sikap dan kepercayaan terhadap pengguna situs akses online shop dan (3) Pengaruh kepuasan terhadap loyalitas konsumen online shop.
Manfaat yang ingin dicapai penulis dalam penelitian ini adalah (1) Menerapkan teori dan informasi tambahan mengenai kulaitas pelayanan, kepuasan konsumen dan loyalitas konsumen, (2) Sebagai referensi bagi peneliti lain yang akan melakukan penelitian dengan topik sejenis di masa yang akan datang, (3) Sebagai bahan masukan terhadap pembuat situs online shop supaya lebih berorientasi pada faktor-faktor yang mempengaruhi perilaku belanja konsumen, (4) Sebagai referensi bagi peneliti lain yang akan melakukan penelitian dengan topik sejenis di masa yang akan datang dan (5) Bermanfaat bagi masyarakat mengenai pengaruh sikap, norma, dan kontrol perilaku dalam berbelanja melalui media online shop
Penelitian menggunakan Metode analisis data yang digunakan adalah termasuk dalam kategori analisis data kuantitatif yaitu suatu analisis data dengan menggunakan instrumen-instrumen statistik. Instrumen Statistik yang digunakan adalah Uji Chi Square dan dilakukan dengan menggunakan software SPSS (Statistical Package For Social Science). Uji goodness-of-fit dari chi-square membandingkan antara frekuensi yang diobservasi dan frekuensi yang diharapkan (expected) pada masing-masing kategori untuk menguji bahwa semua kategori mengandung proporsi nilai yang sama atau menguji bahwa masing-masing kategori mengandung proporsi nilai tertentu.
Hasil pengujian kecocokan model menunjukan dari ke empat faktor tersebut (kebudayaan, ekonomi, sosial dan etika ) yanng memiliki koefisien kontigensi paling ebsar terhadap perilaku konsumen dalam mengakses situs online shop adalah variabel Sosial. Hal ini berarti menunjukkan sekelompok masyarakat atau individu mempunyai hubungan antara konsumen satu dengan yang lainnya dalam memilih produk melalui situs online shop dan membangun komunikasi yang baik dalam memilih produk serta mengetahui resiko yang dihadapi jika membeli produk melalui situs online shop.
Kata Kunci : Perilaku Konsumen, Penggunaan Akses Situs On-Line Shop
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