Analisis Perubahan Perilaku Konsumen dari Toko Konvensional Ke Toko Online di Kalangan Mahasiswa FISIP UMSU Medan

Abstract

This study aims to look at the analysis of changes in consumer behavior from conventional stores to online stores among FISIP students of North Sumatera Muhammadiyah University Medan. The research is using survey method (questionnaire) conducted on FISIP North Sumatera Muhammadiyah University students. Probability sampling is used as sampling technique which is proportionate stratified random sampling with 224 sample. The results of the study with structural equation modeling (SEM) using LISREL 8.50 indicate if the value of t> 1.96 the research hypothesis is accepted. The results of the study showed that H1 (perceived ease of use and perceived usefulness) which had a value of 6.45 had a positive effect. The results of the study showed that H3 (perceived usefulness and intention to switch) which had a value of 2.34 had a positive effect. The results of the study show that H4 (intention to switch and actual system use) which has a value of 4.78 has a positive effect. The results of this study indicate that only H2 (perceived ease of use and intention to switch) which has a t value of -0.93 has a negative effect. From the results of this model study, it can be concluded that easily (perceived ease of use) can have an effect to move (intention to switch) using an online store application.