ANALISIS FAKTOR YANG MEMPENGARUHI PERILAKU MASYARAKAT KOTA PALEMBANG DALAM BERBELANJA ONLINE PADA SAAT PANDEMI COVID-19

DEVIN, EMILIO and Widad, Ahmad and Rosa, Aslamia (2021) ANALISIS FAKTOR YANG MEMPENGARUHI PERILAKU MASYARAKAT KOTA PALEMBANG DALAM BERBELANJA ONLINE PADA SAAT PANDEMI COVID-19. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to find out effects of the psychological factor, convenience, hedonic motivation, and information quality both partially and simultaneously on online shopping behavior among the people of Palembang city during the Covid-19 Pandemic. The study used a quantitative approach. The sample consisted of 100 peoples of Palembang city who ever been online shopping during the Covid-19 Pandemic. The sampling technique was the purposive sampling technique. The data were collected by a questionnaire. The results of study are as follows: the psychological factor, hedonic motivation, and information quality affect online shopping behavior while convenience does not. The psychological factor, convenience, hedonic motivation, and information quality simultaneously affect online shopping behavior. A coefficient of determination (R2) of 0,301 shows that 30,1% of online shopping behavior is affected by the psychological factor, convenience, hedonic motivation, and information quality.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Faktor Psikologis, Kemudahan, Motivasi Hedonik, Kualitas Informasi, Perilaku berbelanja Online
Subjects:	A General Works > AS Academies and learned societies (General) > AS1-945 Academies and learned societies
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Emilio Devin
Date Deposited:	13 Jul 2021 04:35
Last Modified:	13 Jul 2021 04:35
URI:	http://repository.unsri.ac.id/id/eprint/49444

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