FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN DI SHOPEE LIVE MENGGUNAKAN THEORY OF PLANNED BEHAVIOR

Zainab Ali Lubis, Ucu Musahidah, Siti Sa'adah

Abstract


This research aims to determine the influence of the Theory of Planned Behavior variable mix of attitude, subjective norms, perceived behavioral control, and two additional variables, namely perceptions of interactivity and product quality on purchasing decisions in the West Java generation Z at Shopee Live. The population in this study is generation Z in West Java who were born in 1996 – 2010. The sampling technique used Bentler & Ping Chou’s theory, so a sample of 135 respondents was obtained. The method used is a quantitative descriptive method. Data was obtained by filling out questionnaires distributed via social media. The data was processed using Partial Least Squares- Structural Equation Model (PLS-SEM) with SmartPLS 4.0.9.9 software. The research results show that attitude variables, subjective norms and product quality have a positive and significant effect on purchasing decisions at Shopee Live. Meanwhile, perceived behavioral control and perceived interactivity have a positive but not significant effect on purchasing decisions at Shopee Live in Z generation in West Java.

Keywords: TPB, Perceived Interactivity, Product Quality, Live Streaming Shopping, Purchasing Decisions.


Penelitian ini bertujuan untuk mengetahui pengaruh bauran variabel Theory of Planned Behavior sikap, norma subjektif, persepsi kontrol perilaku, dan dua variabel tambahan yaitu persepsi interaktivitas dan kualitas produk terhadap keputusan pembelian pada generasi Z Jawa Barat di Shopee Live. Populasi pada penelitian ini yaitu generasi Z di Jawa Barat yang lahir tahun 1996 – 2010. Teknik pengambilan sampel menggunakan teori Bentler & Ping Chou maka diperoleh sampel 135 responden. Metode yang digunakan adalah metode kuantitatif deskriptif. Data diperoleh melalui pengisian kuesioner yang disebar melalui media sosial. Data tersebut diolah menggunakan Partial Least Squares- Structural Equation Model (PLS-SEM) dengan software SmartPLS 4.0.9.9. Hasil penelitian menunjukkan bahwa variabel sikap, norma subjektif dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian di Shopee Live. Sedangkan persepsi kontrol perilaku dan persepsi interaktivitas berpengaruh positif namun tidak signifikan terhadap keputusan pembelian di Shopee Live pada generasi Z Jawa Barat.

Kata Kunci: TPB, Persepsi Interaktivitas, Kualitas Produk, Live Streaming Shopping, Keputusan Pembelian.


Keywords


TPB, Perceived Interactivity, Product Quality, Live Streaming Shopping, Purchasing Decisions

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DOI: https://doi.org/10.62108/great.v1i2.755

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