The Analysis of Purchase Intention of Processed Apple Products in Shopee
Keywords:purchase, intention, shopee, SEM
AbstractDuring the current pandemic, almost everything we need, both primary and secondary, we can fulfill from online services. In the era of globalization and the ease of online shopping transactions can lead to consumptive behavior, especially considering the current situation in the corona virus crisis, where consumer behavior has begun to change drastically. This study used Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis with the WarpPLS approach, to predict the magnitude of the relationship among latent variables and between latent variable and its indicator. The dominant variables in the research on the effect of purchase intention of processed apple products at Shopee are trust, online shopping attitudes, subjective norms and purchase intentions. Trust in product purchase intention produces a path coefficient of 0.320 with a confidence interval value [0.160;0.481]. The test results showed that the path coefficient was positive with a high significance level. Online shopping attitude on product purchase intention produces a path coefficient of 0.422 with a confidence interval value [0.261; 0.627], the path coefficient was positive with a high significance level so that this sub hypothesis can be accepted. Subjective norm on product purchase intention produces a path coefficient of 0.250 with a confidence interval value [0.104;0.397], the path coefficient was positive with a high significance level. Purchase intention on purchasing decisions produces a path coefficient of 0.509 with a confidence interval value [0.370; 0.648], the path coefficient was positive with a high significance level.
Adnan, H. (2014). An Analysis of the Factors Affecting Online Purchasing Behavior of Pakistani Consumers. International Journal of Marketing Studies, 6(5). https://doi.org/10.5539/ijms.v6n5p133
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179â€“211. https://doi.org/10.1016/0749-5978(91)90020-T
Arora, N., & Aggarwal, A. (2018). The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies, 7(1), 91â€“110. https://doi.org/10.1108/SAJBS-04-2017-0048
Chetioui, Y., Lebdaoui, H., & Chetioui, H. (2020). Factors influencing consumer attitudes toward online shopping: the mediating effect of trust. EuroMed Journal of Business. https://doi.org/10.1108/EMJB-05-2020-0046
Delafrooz et al. (2011). Understanding consumerâ€™s internet purchase intention in Malaysia. African Journal of Business Management. https://doi.org/10.5897/AJBM10.1266
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis Eighth Edition. In Cengage Learning (8th ed.). Annabel Ainscow.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition. In Sage (Second). Sage Publications, Inc.
Hajli, N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387â€“404. https://doi.org/10.2501/IJMR-2014-025
Hanaysha, J. R. (2018). An examination of the factors affecting consumerâ€™s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7â€“23. https://doi.org/10.1108/prr-08-2017-0034
Hasbullah, N. A., Osman, A., Abdullah, S., Salahuddin, S. N., Ramlee, N. F., & Soha, H. M. (2016). The Relationship of Attitude, Subjective Norm and Website Usability on Consumer Intention to Purchase Online: An Evidence of Malaysian Youth. Procedia Economics and Finance, 35(October 2015), 493â€“502. https://doi.org/10.1016/s2212-5671(16)00061-7
Hossain, A., Jamil, A. Al, & Rahman, M. (2018). Exploring the key factors influencing consumersâ€™ intention, satisfaction and loyalty towards online purchase in Bangladesh. International Journal of Economics and Financial Research, 4(7), 214â€“225.
Hsu, M. H., Chuang, L. W., & Hsu, C. S. (2014). Understanding online shopping intention: The roles of four types of trust and their antecedents. Internet Research, 24(3), 332â€“352. https://doi.org/10.1108/IntR-01-2013-0007
Kotler, P. and Keller, K. (2006). Marketing Management MARKETING MANAGEMENT Marketing Management. In Marketing Management.
Listyowati, E. A., Suryantini, A., & Irham, I. (2020). Faktor-Faktor yang Mempengaruhi Niat dan Keputusan Konsumen Membeli Sayuran dan Buah Secara Online. Jurnal Kawistara, 10(1), 66. https://doi.org/10.22146/kawistara.41891
Novie Hera Anthasari, Erni Widiastuti. (2016). Pengaruh Faktor Kepercayaan, Keamanan Dan Persepsi Pada Resiko Terhadap Keputusan Pembelian Produk Shopie Martin Melalui Sistem Online Di Surakarta. Jurnal Penelitian dan Kajian Ilmiah Fakultas Ekonomi Universitas Surakarta, 14(3), 25â€“30.
Nurjanah, S. F., Kurniati, R. R., & Zunaida, D. (2019). Pengaruh E-Commerce Terhadap Keputusan Pembelian Pada Belanja Online Shopee (Studi Pada Konsumen Belanja Online Mahasiswa Universitas Islam Malang). Jiagabi, 8(3), 154â€“162.
Raman, P. (2019). Understanding female consumersâ€™ intention to shop online: The role of trust, convenience and customer service. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138â€“1160. https://doi.org/10.1108/APJML-10-2018-0396
Solimun, Fernandes, A. A. R., & Nurjannah. (2017). Metode Statistika Multivariat Pemodelan Persamaan Struktural (SEM) Pendekatan WarpPLS. In Metode Statistika Multivariat Pemodelan Persamaan Struktural (SEM) Pendekatan WarpPLS.
How to Cite
LicenseAuthors who publish with this journal agree to the following terms:
HABITAT by http://habitat.ub.ac.id/index.php/habitat/index is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).