ANALISIS PENGARUH SIKAP, DESAIN TAMPILAN, DAN CITRA SITUS TERHADAP MINAT BELANJA PADA SITUS BELANJA DARING TOKOPEDIA DI DAERAH ISTIMEWA YOGYAKARTA
DOI:
https://doi.org/10.24002/modus.v31i1.1921Abstract
Penelitian ini bertujuan untuk menguji pengaruh sikap konsumen, desain tampilan situs, dan citra situs pada situs belanja daring Tokopedia pada minat belanja konsumen. Data penelitian ini diperoleh dengan metode purposive sampling pada 210 orang di Jogjakarta yang pernah melihat situs belanja Tokopedia. Hasil pengujian dengan path analysis dan uji beda nilai t menunjukkan adanya perbedaan hasil antara laki-laki dan perempuan akan situs belanja Tokopedia dan pengaruhnya pada minat belanja. Pada laki-laki sikap positif dan desain tampilan situs lebih mempengaruhi minat beli. Sedangkan untuk perempuan, citra situs dinilai penting untuk menumbuhkan minat berbelanja.
Kata kunci: minat belanja, sikap, desain tampilan, citra situs, Tokopedia, path analysis
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