Pengaruh Orientasi Belanja, Kepercayaan dan Pengalaman Pembelian Online Terhadap Minat Beli di Toko Online

Abstract

This research aims to determine (1) the effect of shopping orientation toward customer online purchase intention, (2) The effect of online trust toward customer online purchase intention, (3) The effect of purchase experience toward customer online purchase intention. The type of research used in this was a survey. The population in this study is all resident of hamlet 1 sibaganding village whoever bought on online shop. Sampling technique using purposive sampling method with a total samples of 88 people. The data collection technique used in this study was questionnaire that has been tested for validly and reliability. The data analysis technique employed in this study to answer the hypothesis was multiple regressions. The result of this study shows that : (1) there is a positive effect of shopping orientation toward the customer online purchase intention. It is proven from the regression coefficient has a positive value of 0,159 and the t value of 2,672 with 0,009 significance;(2) there is a positive effect of online trust toward the customer online purchase intention. It is proven from the regression coefficient has a positive value of 0,371 and the t value of 3,377 with 0,001 significance;(3) there is a positive effect of purchase experience toward the customer online purchase intention. It is proven from the regression coefficient has a positive value of 0,333 and the t value of 4,655 with 0.000 significance.