ANALYSIS OF THE EFFECT OF ONLINE SHOPPING VALUE, EFFECTIVENESS OF INFORMATION CONTENT ON PURCHASE INTENTION WITH WEB SATISFACTION AS MEDIATION ON MILLENNIALS IN BATAM CITY

Lily Purwianti,Felby Jeslyn

doi:10.22437/jbsmr.v5i1.15660

Abstract

The development of e-commerce with the C2C category is very fast and is dominated by the millennial generation. The millennial generation is a generation that was born in modern and technologically advanced conditions. Therefore, it is necessary to research. This investigation was conducted to determine whether online buying values also the effectiveness of information content affect Web Satisfaction and will affect millennial buying intentions in Batam city. Data samples in this study were carried out by distributing questionnaires to 350 data and treated by SmartPLS. The outcomes of this investigation state that hedonic shopping value, utilitarian shopping value, the effectiveness of information content affect purchase intention, also Satisfaction as a mediation between hedonic shopping value, utilitarian shopping value, the effectiveness of information content, also purchase intention

Highlights

The high level of economic growth and increasing human needs have resulted in various industries being created to meet human needs
The results of this test are consistent with previous research by Hsu and Lin (2016); Gan and Wang (2017); Yu et al (2013); Kesari and Atulkar (2016) and Lee and Wu (2017), wherein their research said that hedonic shopping value has a significant effect on web satisfaction
The results of the H2 test can be concluded to be significantly positive because it has a p-value of less than 0.05, the t statistic value is more significant than 1.96, the results of this test are consistent with previous research Hsu and Lin, (2016); Gan and Wang, (2017); Yu et al, (2013); Lee and Wu, (2017); Kesari and Atulkar, (2016) because their research results prove that utilitarian shopping value has a significant effect on web satisfaction

Summary

Introduction

The high level of economic growth and increasing human needs have resulted in various industries being created to meet human needs. The demand for human needs is increasingly modern, practical, and quality, so that many technologies are designed to meet human needs. In 2018 Indonesia recorded 132 million people using the internet, or more than 50% of Indonesians have used the internet. Of these million users, 60% percent have accessed the internet using smartphones. 60% percent have accessed the internet using smartphones This proves that Indonesia has begun to follow the steps of technological development. This proves that the highest percentage of internet users is 19-34 years old

Methods

Findings

Discussion

Conclusion