ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN TERHADAP WEBSTORE

Sari, Lusia Permita, Dr. Sahid Nughroho, M.Sc.

2009 | Skripsi | S1 Management

Pemasaran menggunakan media internet semakin meningkat di Indonesia. Namun demikian, penelitian yang memfokuskan pada sikap konsumen terhadap pemasaran di internet masih sangat terbatas. Website ritel atau webstore merupakan salah satu media untuk memasarkan produk, dan dengan demikian menimbulkan kegiatan belanja melalui internet atau belanja online. Sikap konsumen terhadap sebuah website ritel biasanya konsisten dengan persepsi dan perilaku konsumen terhadap kegiatan belanja online. Penelitian ini bertujuan untuk mengetahui faktor-faktor apa saja yang dapat mempengaruhi sikap konsumen terhadap sebuah website ritel. Obyek penelitian ini adalah website GlodokShop.com. Penelitian dilakukan terhadap 270 orang responden yang telah melihat website tersebut. Hasilnya, riset ini dapat membuktikan hipotesis bahwa karakteristik website ritel (kemudahan penggunaan, informasi produk, hiburan, kepercayaan, dan keaktualan) secara langsung mempengaruhi sikap konsumen terhadap website ritel. Sedangkan faktor karakteristik individu yaitu keterlibatan produk dan pengalaman belanja online memoderasi hubungan antara karakteristik website ritel dan sikap konsumen terhadap website ritel. Kata kunci: karakteristik website ritel, sikap konsumen, keterlibatan produk, pengalaman belanja online.

Internet marketing is growing in Indonesia. However, studies focusing on consumer attitude toward internet marketing are limited. Retail website or web store is one form of website that can be utilized to market product and services. This medium creates shopping activity through the internet or it is called online shopping. Consumer attitude toward a retail website usually consistent with consumer perception and behavior toward online shopping. This study purposes to determine factors affecting consumer attitudes toward a retail website. The object of this study is a local retail website, GlodokShop.com. The respondents consist of 270 people who has visited the website before filling the questionnaire. This research found that retail website characteristics (ease of use, product information, entertainment, trust, and currency) directly affect consumer attitude toward a retail website. Meanwhile, individual characteristics (product involvement and online shopping experience) moderating the initial relationship between retail website characteristics and consumer attitude toward a retail website. Keywords: retail website characteristics, consumer attitude, product involvement, online shopping experience.

Kata Kunci : karakteristik website ritel, sikap konsumen, keterlibatan produk, pengalaman belanja online; ; retail website characteristics, consumer attitude, product involvement, online shopping experience