Melvasari, Kiki and Sitepu, Badikenita and Ardiansyah, Muhril (2017) Predicting The Influences Of Consumer Behavior Factors Towards Young Adult’s Buying Intention Of E-Commerce In Indonesia. Masters thesis, Swiss German University.

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Abstract

Nowadays, the globalization on the world already shifted Indonesian people way to buy something, from offline goes to online. Customers can shop anything, anytime, from everywhere for almost any product or service. E-commerce is minimizing the expense and cumbersomeness of time, distance, and space in doing business. However, the opportunity still huge in Indonesia for e-commerce but still distrubed by trust and image issues in Indonesia. This research will evaluate the factor for young adult’s in terms of their attitude towards buying intention in e-commerce. In this reserach, the model used group conformity, product differentiation, hedonic value, and social class stated as independent variable, also buying intention as dependent variable with attitude towards buying as intervening variable for this research. This research use quantitative analysis with multiple regression to analyze the hypothesis. The researcher use non-probability sampling by using purposive sampling with judgment sampling. The respondents were 400 young adult’s customers who already bought from e-commerce at least in the past three month in order to get know what factor which influence their attitude towards buying intention. All of the data tested with realibility test, validity test, and classical assumption test using SPSS 22. The hypothesis was analyzed with inference statistic using f- test and t-test to conclude the research. From all tested, the result showed that all of six hypothesis fully supported. This research also give a managerial implication and recommendation for future research.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Consumer Behavior; Group Conformity; Product Differentiation; Hedonic Value; Social Class
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	13 May 2020 13:49
Last Modified:	13 May 2020 13:49
URI:	http://repository.sgu.ac.id/id/eprint/305

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