PENGARUH INNOVATION ADOPTION CHARACTERISTICS TERHADAP MINAT BELI PADA APLIKASI PEMBELIAN MAKANAN SECARA ONLINE
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Abstract
ABSTRAK
Penelitian ini dilakukan untuk menguji innovation adoption characteristics terhadap minat beli pada aplikasi pembelian makanan secara online pada konsumen Surabaya. Terdapat 3 variabel yang diteliti, yaitu perceived incentive, perceived complexity dan perceived risk. Jenis penelitian ini adalah penelitian kuantitatif deskriptif dengan metode analisis regresi linier berganda menggunakan program SPSS 23 dengan subjek penelitian adalah masyarakat Surabaya yang berusia lebih dari 17 tahun terhadap 152 responden. Hasil penelitian menunjukan variabel perceived incentive memiliki pengaruh positif dan signifikan. Sedangkan variabel perceived complexity dan perceived risk memiliki pengaruh yang negatif dan tidak signifikan. Variabel perceived incentive memiliki pengaruh yang paling dominan dan signifikan.
Kata Kunci: Perceived incentive, perceived complexity, perceived risk, minat beli, aplikasi pembelian makanan secara online.
ABSTRACT
This research was conducted to examine the influence of innovation adoption characteristics towards Surabaya consumer’s purchase intentions on online food purchase applications. This study use 3 variables, that are perceived incentive, perceived complexity, and perceived risk. This research is quantitative descriptive research with multiple linear regression analysis using SPSS 23 program, and the research’s subject is Surabaya consumers that are more than 17 years old. Perceived incentive variable has a positive and significant effect. Perceived complexity and perceived risk have a negative and not significant effect. Perceived incentive variable is the most dominant and significant effect.
Keywords: Perceived incentive, perceived complexity, perceived risk, purchase intention, online food purchase applications.
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