Understanding Consumer Behavior: How Attitudes, Social Norms, and Perceived Control Shape Purchase Intentions on Tokopedia
DOI:
https://doi.org/10.52432/justbest.4.1.12-21Keywords:
Attitude, Social Norms, Perceived Behavioral Control, Purchase Intention, E-commerceAbstract
This study aims to analyze the influence of Attitude, Social Norms, and Perceived Behavioral Control on Purchase Intention on the Tokopedia e-commerce platform, focusing on generation Z consumers in Bali and East Java. The problem faced is the lack of understanding of psychological and social factors that influence consumer purchase intention in e-commerce. This study uses a quantitative approach with a survey method, where data is collected through questionnaires filled out by 93 respondents. Data analysis was carried out using SPSS with multiple linear regression techniques to test the effect of independent variables on dependent variables. The results showed that Attitude, Social Norms, and Perceived Behavioral Control have a significant positive effect on Purchase Intention. Among the three variables, Perceived Behavioral Control shows the greatest influence on purchase intention, followed by Attitude and Social Norms. These findings provide important insights for Tokopedia managers in designing marketing strategies barbarslot that can improve user experience and consumer purchase intention. This study also contributes to the development of the Theory of Planned Behavior in the context of e-commerce in Indonesia.
References
Byun, J. G. L. and S.-E. (2018). Alleviating anxiety through shopping: Roles of a sense of control and an approach/avoidance motivation. 5(2014), 2015–2016.
Febiola, Timotius FCW Sutrisno, A. A. A. P. A. (2021). PENGARUH UBIQUITOUS CONNECTIVITY, PRIVACY CONCERN, DAN INFORMATION OVERLOAD TERHADAP NIAT GENERASI Z UNTUK MENGHENTIKAN PENGGUNAAN PLATFORM TOKOPEDIA DI SURABAYA. Jmbi Unsrat, 8(1), 32–49. https://ejournal.unsrat.ac.id/index.php/jmbi/article/view/32638
Gunawan, F., Ali, M. M., & Nugroho, A. (2019). Analysis of the Effects of Perceived Ease of Use and Perceived Usefulness on Consumer Attitude and Their Impacts on Purchase Decision on PT Tokopedia In Jabodetabek. European Journal of Business and Management Research, 4(5), 1–6. https://doi.org/10.24018/ejbmr.2019.4.5.100
Kolnhofer-Derecskei, A., Reicher, R. Z., & Szeghegyi, Á. (2019). Transport habits and preferences of generations - Does it matter, regarding the state of the art? Acta Polytechnica Hungarica, 16(1), 29–44. https://doi.org/10.12700/APH.16.1.2019.1.2
Lesmana, T. (2023). Analisis Perilaku Konsumen Generasi Milenial Dalam Berbelanja Online. Jurnal EBI, 5(2), 46–56. https://doi.org/10.52061/ebi.v5i2.175
Mwakyusa, J. P. (2024). Examining the Influence of Digital Platforms on Purchase Decisions of University Students in Tanzania. 27(2), 1–17.
Nia Lefiani, & Anggalia Wibasuri. (2021). Pengaruh Kemudahan Dan Manfaat Berbelanja Online Terhadap Niat Beli Ulang Dilihat Dari Sikap Konsumen. Jurnal Bina Bangsa Ekonomika, 14(1), 70–78. https://doi.org/10.46306/jbbe.v14i1.47
Setiawati, E., & Pirdaus, I. (2024). Pengaruh Financial Technology, Media Sosial, E-Commerce, dan Google My Business terhadap Peningkatan Pendapatan UMKM. 2(4), 731–745.
Silawati, R., & Siregar, S. (2024). Faktor-Faktor yang Mempengaruhi Perilaku Konsumen Terhadap Pembelian Fashion pada Shopee di Karawang. 22(2), 40–47.
Subhaktiyasa, P. G. (2024). Menentukan Populasi dan Sampel?: Pendekatan Metodologi Penelitian Kuantitatif dan Kualitatif. 9, 2721–2731.
Sudirjo, F., Purwati, T., Widyastuti, W., Budiman, Y. U., & ... (2023). Analisis Dampak Strategi Pemasaran Digital dalam Meningkatkan Loyalitas Pelanggan: Perspektif Industri E-commerce. Jurnal Pendidikan …, 7, 7524–7532. https://jptam.org/index.php/jptam/article/download/7422/6136
