ANALISA PENGARUH PERCEIVED BENEFIT DAN PERCEIVED RISK TERHADAP PERCEIVED VALLUE YANG MEMBENTUK INTENTION TO USE PELANGGAN LAZADA DI SURABAYA
Abstract
The growth of Internet users in Indonesia from year to year are increasing.
The number of people that connected to the Internet network makes the company
in the sale of products and services expand their business into the internet based
business or popularly called e-commerce. E-Commerce is part of e-lifestyle that
allows the sale and purchase transactions are done online from any corner of the
place within 24 hours. Lazada is one of e-commerce which is ranked as
consumer’s top of mind.
There are seven variables used in this study are perceived usefulness,
perceived enjoyment, social image, performance risk, financial risk, perceived
value and intention to use. The sample used in this study is based on data from
135 respondents, male and female, with range of age 18-60 year old, based in
Surabaya, visit the website within 1 month, and made transactions in the last 6
months.
This research is a causal research, because it is used to explain the causal
relationship between the variables in framework, the perceived usefulness towards
perceived value, perceived enjoyment towards perceived value, the social image
towards perceived value, performance risk towards perceived value, financial risk
to the perceived value and perceived value towards intention to use. This study
also used to develop a research model that has been determined based on literature
review to address issues that identified in the previous chapter. Methods used in
this research is quantitative method and the program used for the calculation are
SPSS 20.0 and AMOS 22.0.
In this study examined the influence of perceived usefulness, perceived
enjoyment, social image, performance risk, financial risk on customer’s perceived
value which form the intention to use and on the studies that have been done there
are two variables that greatly affect intention to use the following as perceived
value with a regression coefficient of 0.908 and perceived enjoyment with a
regression coefficient of 0.425, so Lazada need to increase these variables in order
to raises intention to use of Lazada’s customer in Surabaya.
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