PENGARUH PERSEPSI PRODUK DAN AKSES INFORMASI TERHADAP INTENSI MEMBELI SECARA E-COMMERCE DIMODERASI OLEH RELEVANSI PRIBADI
| Main Author: | Septiawati, Sriana |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/42639/1/NASKAH.pdf http://eprints.umm.ac.id/42639/ |
Daftar Isi:
- The purpose on the study was to know that personal relevance moderates the effect of product perception and information acces on the buying intention in e-commerce. Research design use ex post facto. Research subjects of college students of Syiah Kuala University Banda Aceh which amounted to 500 people using incidental sampling technique. The data collection tool used is a scale questionnaire. The research instrument is the scale of product perception, information access, buying intention and personal relevance. Data were analyzed using Moderated Multiple Regression. The results showed that product perception has an effect on buying intention (B = 0.09, p 0.00 < 0.05). Access to information has an effect on purchasing intentions (B = 0.11, p 0.00 < 0.05). Personal relevance moderates the effect of product perception with the value of interaction (B = -0.16, p 0.04 < 0.05) which means that personal relevance weakens as moderation. Personal relevance moderates the effect of information access with the value of interaction (B -0.18, p 0.01 < 0.05) means personal relevance weakens as moderation.