Survey Paper: Niat Beli Konsumen Secara Online


  • Juniardi Juniardi Universitas Atma Jaya Yogyakarta



Online Purchase Intention(OPI), Utilitarian Motivations, Hedonic Motivations.


Hidup pada masa kini, di mana masyarakat sekarang sudah memiliki mobilitas tinggi dan terkoneksi jaringan internet, berdampak pada masyarakat yang memiliki keinginan untuk melakukan transaksi melalui jaringan internet. Sudah banyak produsen yang menyediakan transaksi jasa dan produk secara online, akan tetapi dikarenakan banyaknya produsen yang sudah menyediakan transaksi jasa dan produk secara online membuat persaingan antar para produsen menjadi semakin meningkat. Hasil penelitian ini akan menunjukkan apa saja faktor-faktor yang dapat berpengaruh besar terhadap Online Purchase Intention (OPI). Faktor utama yang berpotensi untuk meningkatkan niat pembelian secara online adalah utilitarian motivations dan hedonic motivations.


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