The Effect of Online Trust, Previous Purchasing Experience, Shopping Orientation on Online Consumer Purchases Intentions with Gender Differences as Moderated Variables
DOI:
https://doi.org/10.38531/jambir.v1i2.17Keywords:
Kepercayaan online, pengalaman pembelian, orientasi belanja, dan niat beli konsumen online.Abstract
Tujuan dari penelitian ini adalah untuk menganalisis dan menguji pengaruh kepercayaan online, pengalaman pembelian sebelumnya, orientasi belanja terhadap niat pembelian online konsumen dengan perbedaan gender sebagai variabel moderasi. Penelitian ini dilakukan dengan memilih sebuah case pada sebuah produk fashion di Situs Shopee. Alasan memilih situs shopee karena shopee merupakan situs jual beli online e-commerce yang paling banyak diminati oleh masyarakat di Indonesia, selain itu shopee membidik wanita sebagai target utama. Hasil penelitian ini menunjukkan bahwa 65% pengguna e-commerce didominasi oleh wanita dan 35% adalah pria. Penelitian dilakukan dengan menyebarkan 96 kuesioner yang menggunakan situs shopee untuk membeli produk fashion. Data diolah menggunakan PLS 3.0, hasil penelitian ini menunjukkan bahwa: (1) kepercayaan online berpengaruh positif dan signifikan terhadap niat konsumen membeli produk fashion online di situs Shopee Makassar, (2) Pengalaman pembelian sebelumnya berpengaruh positif dan signifikan. berpengaruh terhadap niat beli produk fashion online di situs Shopee Makassar, (3) Orientasi belanja berpengaruh positif dan signifikan terhadap niat beli konsumen produk fashion online di situs Shopee Makassar, (4) Perbedaan gender dapat memoderasi pengaruh online kepercayaan konsumen terhadap niat membeli produk fashion online di situs Shopee Makassar, (5) Perbedaan gender tidak dapat memoderasi pengaruh pengalaman pembelian sebelumnya terhadap niat konsumen membeli produk fashion online di situs Shopee Makassar, (6) Perbedaan gender dapat memoderasi pengaruh orientasi belanja terhadap niat konsumen dalam membeli produk fashion online di situs Shopee Makassar.
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