PENGARUH WEBSITE QUALITY TERHADAP MINAT BELI PRODUK START UP BUSINESS MAHASISWA

SEGMEN Jurnal Manajemen dan Bisnis Pub Date : 2021-07-13 DOI:10.37729/sjmb.v17i2.6869

Deandra Vidyanata

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Abstract

During the past decade, people around the world has experienced a rapid change in relation with technology, such as a website. The purpose of this research is to find out the impact of website quality towards purchase intention. In this research website quality is examined using the WebQual dimension, therefore the variables used are usefulness, ease of use, entertainment, and complementary relationships. The data collection process needed in this research using a purposive sampling method with sample criteria of individuals who have bought and visited start up business’ website. This research uses a sample of 85 respondents. The analytical method used in this research is quantitative method with multiple linear regression analysis to find out the influence of the variables of usefulness, ease of use, entertainment and complementary relationships on purchase intention. It is found that the usefulness positively significant towards purchase intention as well as the entertainment and complementary relationship that have a positive influence on purchase intention. While the ease of use is known not to have a significant influence towards purchase intention

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在过去的十年里，世界各地的人们经历了与技术的快速变化，比如网站。本研究的目的是找出网站质量对购买意愿的影响。在这项研究中，网站质量是使用WebQual维度来检验的，因此使用的变量是有用性、易用性、娱乐性和互补关系。本研究所需的数据收集过程采用有目的的抽样方法，以购买和访问过创业网站的个人为样本标准。这项研究使用了85名受访者的样本。本研究采用的分析方法是定量方法，采用多元线性回归分析，找出有用性、易用性、娱乐性、互补关系等变量对购买意愿的影响。研究发现，有用性对购买意愿有显著的正向影响，娱乐和互补关系对购买意愿有显著的正向影响。而易用性对购买意愿的影响并不显著

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SEGMEN Jurnal Manajemen dan Bisnis

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