Pengaruh Purchase Motivation, Information Search Intention, Attitude Toward Website Terhadap Purchase Intention Dalam Model Persamaan Simultan Pada Pengunjung Situs Fashion E-Commerce / Feria Viny

Viny, Feria (2015) Pengaruh Purchase Motivation, Information Search Intention, Attitude Toward Website Terhadap Purchase Intention Dalam Model Persamaan Simultan Pada Pengunjung Situs Fashion E-Commerce / Feria Viny. Masters thesis, UNIVERSITAS TARUMANEGARA.

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Abstract

The purpose of this research is to indentify and analyze the influence of Purchase Motivation, Information Search Intention, Attitude Toward Website on Purchase Intention with Structural Equation Models on Fashion E-Commerce Site Visitors. Second purpose is to indentify influence of Attitude Toward Website on Information Search and Purchase Intention at Fashion E-Commerce a Site Visitors. The study was conducted by spreading questionaire to 200 respondents via forum like kaskus, indowebster, and femaledaily at May 2015. The analysis Technique used in this study is Structural Equation Model (SEM) which is operated through program AMOS. The result show that there was a positive influence from Purchase Motivation, Information Search Intention, Attitude Toward Website to Purchase Intention at Fashion E-Commerce on Site Visitors. Which means, the higher Purchase Motivation, Information Search Intention, Attitude Toward Website, so the higher Purchase Intention. Also, the results show that Attitude Toward Website was the highest variable that influence Information Search Intention and Purchase Intention which is shown on the Total Effects = 0,533 and 0.861 . it also indecates that attitude Toward Website is an inmortant factors to determine Purchase Intention , which is in line with the theory proposed by Fishbein and Ajzen (1957) that a person?s behavoir is determined by his or her intention to act in a certain manner, and that intention, in turn, is determined by how his or her attitude is shaped (based on perceptual beliefs) for the behavio

Item Type: Thesis (Masters)
Subjects: Thesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Puskom untar untar
Date Deposited: 10 Jul 2018 03:35
Last Modified: 10 Jul 2018 03:35
URI: http://repository.untar.ac.id/id/eprint/3877

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