Perpustakaan judul masih dalam tahap pengembangan, admin siap menampung kritik dan saran
Predicting Consumer Behavioral Intention Toward Sociolla Beauty E-Commerce Adoption
Maghfira Salekha Yasmin (2021) | Skripsi | Manajemen
Bagikan
Ringkasan
.
Ringkasan Alternatif
Currently e-commerce is one of the most widely used internet platforms for people. Various types of businesses participate in e-commerce, one of which is beauty products and personal care. Sociolla is present as an e-commerce that specifically sells beauty products and personal care, you can say that Sociolla is a beauty e-commerce. Sociollla always experiences an increase in sales every year. In 2019 Sociolla is included in the top 10 largest e-commerce in Indonesia. Seeing the number of user interests in Sociolla. This research was conducted to determine factor which became the intention of Sociolla users by using the UTAUT2 variable and website quality as additional variables. The subjects of this study were 350 women sociolla users. by conducting descriptive analysis and measurement models to measure influence. It was found that most of the intentions of Sociolla users were from the Habit factor. Other factors that have a positive effect on behavioral intention are effort expentancy, hedonic motivation, price value and website quality. Meanwhile, the lowest factors are performance expentancy, facilitating conditions and social influence. The outcome of this research is to make a guide book to introduce the website and promote Sociolla. Keywords: UTAUT2, E-Commerce, Beauty, Behavioral Intention.