Sikap Online Shopping Dan Niat Pencarian Informasi Terhadap Niat Dan Perilaku Belanja

SIKAP ONLINE SHOPPING DAN NIAT PENCARIAN INFORMASI TERHADAP NIAT DAN PERILAKU BELANJA
Apriliani Kartika Setiowati
Magister Manajemen - Universitas Muhammadiyah Malang
E-mail: apriliani.kartika@gmail.com
Widayat
Fakultas Ekonomi dan Bisnis- Universitas Muhammadiyah Malang
E-mail: widayatumm@yahoo.com
Jasly By
Fakultas Ekonomi-Universitas Merdeka Pasuruan
E-mail: Jasly@yahoo.com

ABSTRACT

This explanatory study aims to test and analyze how respondents attitudes towards online shopping effect, information gathering, shopping intention and behavior. To measure the attitudes toward online shopping, attributes associated to online shopping are used. Moreover, the websites revisits and shopping intensity through alternative channels are used to measure the behaviour of the respondents visiting intensity to shop online. Partial least square are used to analysis primary data attitudes toward online shopping, purpose to gather information online, shopping intention and shopping behaviour. The data was collected by using a questionnaire distributed to online shopping consumersthrough electronic mail. Sample size includes 100 respondents with judgmental sampling technique.The sample’s respondents are members of an online fashion store, online shopping purchase between July and September 2011. The result of T-test shows that the attitude towards online shoppinghas positive effect on information searching intention and online shopping intention. Furthermore, the findings show that the purpose the respondent gathers information online has positive effect on online shopping intention. Lastly, shopping intention has significant effect on shopping behavior. The Q-square score resulted from the study is 0.9275. It means that the model in the study has the capacity to predict the possible correlation among the analyzed variables that consist of attitude, information gathering intention, shopping intention and shopping behavior.

Keywords: attitude toward online shopping, information searching intention, online shopping intention and online shopping behavior.