PENGARUH SIKAP DAN NORMA SUBJEKTIF GENERASI MILENIAL TERHADAP MINAT BELI SECARA ONLINE PADA E-COMMERCE
| Main Author: | Mauludiyah, Yulianti |
|---|---|
| Format: | Thesis PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/61191/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/61191/2/BAB%20I.pdf http://eprints.umm.ac.id/61191/3/BAB%20II.pdf http://eprints.umm.ac.id/61191/4/BAB%20III.pdf http://eprints.umm.ac.id/61191/5/BAB%20IV.pdf http://eprints.umm.ac.id/61191/6/BAB%20V.pdf http://eprints.umm.ac.id/61191/7/LAMPIRAN.pdf http://eprints.umm.ac.id/61191/ |
Daftar Isi:
- This research was conducted to determine the effect of millennial generation’s subjective attitudes and norms on online purchase intention in e-commerce. The data used in this study are the results FEB of 2016-2019 UMM active student questionnaire Department of Management. The samples used in the study were 95 students. Furthermore, data analysis techniques used was multiple regression analysis by classical assumption test, t-test, f-test and dominant test. The result of this study indicate that millennial generation attitudes positively influence online buying interest in e-commerce, subjective norms have a positive effect on online buying interest in commerce, attitudes and subjectives norms simltaneously have a positive effect on buying interest as the dependent variable, and attitude is the variable that gives the biggest contribution to online buying interest in e-commerce.