PENGARUH PERCEIVED VALUE, PERCEIVED EASE OF USE, DAN PERCEIVED USEFULNESS TERHADAP E-PURCHASE INTENTION MELALUI ATTITUDE PADA PEMBELI BLIBLI.COM DI SURABAYA

Abstract

The purpose of this research is to determine the effect of Perceived value, Perceived Ease of Use, Perceived Usefulness on Attitude and the effect of Attitude towards E-Purchase Intention. Perceived value, Perceived Ease of Use, Perceived Usefulness are factors that influence online buying intention. The samples for this research obtained from questionnaires from October 2014 until November 2014. The collection of data obtained from 100 people by criteria man/woman age 18-50 years old, monthly minimum expenditure 500.00 IDR, knows blibli.com but has never made a purchase transaction. This research use Structural Equation Modelling (SEM) as data analysis technique. The result shows that both Perceived Value and Perceived Usefulness have positive and significant effect on Attitude; and Attitude has a positive and significant effect on E-Purchase Intention. The other result shows that Perceived Ease of Use has a negative but insignificant effect on Attitude.