ONLINE FEATURES AND BUYING INTENTION IN KASKUS

Ivan Prasetya Tanimukti, Fransisca Budyanto Widjaja

Abstract


The purpose of this research is to understand the impact of perceived usefulness and service quality on consumer’s intention to shop in Indonesia’s largest online community: Kaskus. This research used a survey by distributing 86 questionnaires to respondents in Bandung, aged between 17-26. The questionnaire which is distributed to Kaskus users, is using Likert scale. There are two variables that are considered important in affecting consumer’s intention to shop in Kaskus: perceived usefulness and service quality. The outcome of this research is that Kaskus users think that perceived usefulness and service qualiy are two variables that could affect their intention to shop in Kaskus.


Tujuan dari penelitian ini adalah untuk memahami bagaimana pengaruh dari Perceived Usefulness dan Service Quality terhadap niat konsumen untuk berbelanja di Komunitas Online terbesar di Indonesia, yaitu Kaskus. Penelitian ini merupakan penelitian survey yang dilakukan dengan mendistribusikan sebanyak 86 kuesioner kepada responden di Bandung yang berusia antara 17-26 tahun. Kuesioner dibuat menggunakan skala Likert. Terdapat dua variabel yang diduga kuat berpengaruh terhadap niat konsumen untuk berbelanja di Kaskus. Kedua variabel tersebut adalah Perceived Usefulness dan Service Quality. Dari penelitian yang dilakukan, didapati hasil bahwa Perceived Usefulness dan Service Quality memiliki pengaruh positif terhadap niat konsumen untuk berbelanja di Kaskus.

Keywords


Perceived Usefulness; Service Quality; Consumer’s Intention to Shop; Kaskus

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DOI: https://doi.org/10.34149/jmbr.v14i1.36

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