Penggunaan Theory of Planned Behavior untuk Menganalisis Niat Perilaku Milenial dalam Belanja Daring melalui Aplikasi Instagram
Abstract
Instagram adalah salah satu jenis media sosial yang populer digunakan oleh masyarakat, khususnya kaum milenial. Selain digunakan untuk tujuan ajang pertemanan dan sosial, Instagram juga dapat dimanfaatkan untuk tujuan bisnis, yakni belanja daring, dimana kaum milenial adalah pelanggan belanja daring yang memainkan peran penting dalam keberlangsungannya. Penelitian ini menyelidiki niat perilaku mereka dalam berbelanja daring. Dengan menerapkan Theory of Planned Behavior (TPB) sebagai landasan teori, penelitian ini menggunakan empat variabel bebas, yakni sikap, norma subyektif, kontrol perilaku yang dirasakan, dan kepercayaan. Sedangkan niat perilaku dalam pembelanjaan daring berperan sebagai variabel tidak bebas. Dengan total sampel sebanyak 152 responden yang berasal dari kota Medan, Penelitian ini menggunakan analisis regresi berganda sebagai teknik menganalisis data. Hasil penelitian menunjukkan bahwa hanya variabel kontrol perilaku yang dirasakan yang tidak mempengaruhi niat perilaku. Sebaliknya, variabel-variabel lainnya dinyatakan berpengaruh secara positif.References
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