Pengaruh Mediasi Sikap Antara Persepsi Kenyamanan Konsumen Terhadap Niat Beli Di Tokopedia
DOI:
https://doi.org/10.37385/msej.v6i2.7385Keywords:
Purchase Intention, Consumer Perceived Convenience, AttitudeAbstract
Era digital telah membawa perubahan besar dalam berbagai aspek kehidupan, terutama dalam cara masyarakat bertransaksi. Perkembangan ini tidak hanya mendorong pertumbuhan pesat e-commerce secara global, tetapi juga menciptakan peluang luas bagi sektor ekonomi digital di Indonesia. Oleh karena itu penelitian ini membahas tentang pengaruh consumer perceived convenience terhadap purchase intention dengan mempertimbangkan attitude sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik SEM-PLS. Data dikumpulkan dari 170 responden yang didapatkan dari penyebaran kuesioner melalui Gform. Hasil penelitian ini menunjukkan bahwa consumer perceived convenience berpengaruh positif dan signifikan terhadap purchase intention, consumer perceived convenience berpengaruh positif dan signifikan terhadap attitude, selanjutnya attitude berpengaruh positif dan signifikan terhadap purchase intention, consumer perceived convenience juga berpengaruh positif dan signifikan terhadap purchase intention yang dimediasi oleh attitude.
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