Abstract

The purpose of this study to find out how the influence of pleasure shopping, shopping, brand, the intention to shop through the online shop. The research method used is explanatory research. Sampling technique used ispurposive samplingsehingga from the population are taken as many as 93 respondents. Data analysis technique used is test of validity, reliability, classical assumption test, multiple linear regression test, F test and t test. Based on multiple linear regression analysis, buying pleasure variable, buying impulse, brand to shopping intention through online shop obtained Y = - 0,069 + 0,277 X1 + 0,286 X2 + 0,534 X3Based on the test results simultaneously found that the variable of buying pleasure, buying impulse, brand influence simultaneously to the intention of shopping through online shop with significant value 0,000 <0,05. From the results of partial tests found shopping pleasure variables affect the intention of shopping through the online shop because the resulting significant value of 0.007 <0.05. Shopping boost variables affect the intention of shopping through the online shop because the significant value generated by 0.001 <0.05. Brand variables affect the intention of shopping through the online shop because the significant value generated by 0.000 <0.05. While the results of determination coefficient test obtained Adjusted RSquare with 0.974. This means that the proportion of variance of independent variable to dependent variable is 97,4% the rest of 2,6% explained by other variable not discussed in this research

Highlights

  • The purpose of this study to find out how the influence of pleasure shopping

  • purposive sampling from the population are taken as many as

  • on the test results simultaneously found that the variable of shopping pleasure

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Summary

Kajian Pustaka Dan Pengembangan Hipotesis

Persepsi negatif terhadap kewajaran harga mengurangi minat berbelanja para pelanggan diambil dari (Prasetyani, 2012). Hipotesis pertama yang dapat dikemukakan adalah : Kesenangan Berbelanja mempunyai pengaruh positif terhadap intensi berbelanja online produk fashion. Hipotesis kedua yang dapat dikemukakan adalah Dorongan Berbelanja mempunyai pengaruh positif terhadap intensi berbelanja online produk fashion. Merek sebagai internalisasi sejumlah kesan yang diterima oleh konsumen yang mengakibatkan adanya suatu posisi khusus dalam ingatan konsumen tersebut terhadap manfaat emosional dan fungsional yang dirasakan (Heliani, 2012). Hipotesis ketiga yang dapat dikemukakan adalah Merek mempunyai pengaruh positif terhadap intensi berbelanja online produk fashion. Dalam penelitian ini dapat dibuat suatu kerangka pemikiran yang dapat menjadi landasan dalam penulisan ini yang pada akhirnya dapat diketahui variabel mana yang paling dominan mempengaruhi keputusan pembelian secara online

Jenis penelitian
Teknik Analisis Data Uji Validitas
Analisis Reliabilitas
Analisis Deskriptif
Uji Asumsi Klasik Uji Normalitas
Uji Multikolinearitas
Uji Heterokedastisitas
Uji Hipotesis
Unstandardized t
Sum of Mean Square
Uji Koefisien Determinasi
DAFTAR PUSTAKA
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