Perilaku Pengguna Transaksi Online:(Studi Etnografi Perilaku Pengguna Transaksi Online dalam Bertransaksi)

Aqida Brilian Faradina Rosif, Widodo Agus Setianto

2017 | Tesis | Ilmu Komunikasi

ABSTRACT The usage level of high online transactions on young age is an interesting fact related to the process behind the behavior practices. The purpose of this study is to determine and get a deeper understanding of the process of forming the usage behavior of online transactions. This research is qualitative descriptive research with the etnography method. Etnography are used to describe the behavior behind the usage and meaning of online transactions. The research used six informants of online transaction user by using purposive sampling election. The informants are selected based on consideration of different background such as gender, age, occupation, education, economics, and originregion. Data collection techniques used deeper interviews, observation and documentation. The result of research shows that the usage of new mediais an important proponent element that encourages online transaction behavior. New media and online transactions have similar characteristics that include interactivity, ansychroniety and demassification. The usage of online transactions are also supported by other factors;they are belief, attitude toward behavior, subjective norm, and perceived control which each of them has synergy positively. Keywords: online transactions user, online transactions, electronic commerce, behavior

Kata Kunci : Media Elektronik, Media Online