Kehebatan Situs Belanja Daring dalam Mempengaruhi Emosi dan Kepercayaan Pembeli
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Abstract
Hampir semua generasi muda khususnya generasi Y (Gen Y) di Indonesia saat ini telah mengenal dan melakukan pembelian barang dan jasa secara daring (online). Hal ini tak lepas dari kemampuan situs belanja daring untuk menarik konsumen melalui berbagai promosi dan iklannya yang menjanjikan berbagai kelebihan belanja daring dibanding belanja secara konvensional, sehingga mampu menggugah emosi konsumen. Penelitian ini bertujuan untuk menguji faktor emosi (X1) dan kepercayaan (X2) terhadap orientasi belanja daring (Y). Populasi dalam penelitian ini adalah anak muda di kota Batam belanja daring dan sampel dalam penelitian ini sebanyak 246 responden yang diambil secara acak (random sampling). Pengujian dilakukan menggunakan metode Structural Equation Modelling (SEM) dengan teknik Generalize Least Square (GLS). Hasil dari penelitian ini menunjukkan bahwa emosi dan kepercayaan terbukti sangat berpengaruh terhadap orientasi belanja daring khususnya bagi konsumen dikalangan muda.
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