Agasiya, Radhianta and Simatupang, Parhimpunan (2018) The Influence Of Subjective Norms, Attitude, And Perceived Behavioral Control Towards Behavior Of Millenials Online Shopper: A Case Study Of Tokopedia Consumers In Jakarta. Bachelor thesis, Swiss German University.

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Abstract

This research aimed to determine the influences of subjective norms, attitude, and perceived behavioral control to purchase intention toward online shopping behavior of Tokopedia consumers in Jakarta. The research model of this study is adopted from Theory of Planned Behavior by Icek Ajzen with a modification. The sample of this study was 200 respondents whom already experienced buying process through Tokopedia’s website. The data was collected and analyzed using structural equation model, and it is shown that subjective norms, attitude, and perceived behavioral control are influencing the purchase intention toward online shopping behavior of Tokopedia consumers. Furthermore, based on coefficient determination, all the independent variables are 86% significantly influencing consumers purchase intention and 14% is can be influenced by other variable and purchase intention is 96% significantly influencing the online shopping behavior with only remaining 4% by other variable.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Subjective Norms; Attitude; Perceived Behavioral Control; Purchase Intention; Online Shopping Behavior
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel H Social Sciences > HF Commerce > HF5548 Electronic commerce
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 May 2020 14:36
Last Modified:	19 May 2020 14:36
URI:	http://repository.sgu.ac.id/id/eprint/592

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