Penerapan Metode Theory of Planned Behavior Untuk Tingkat Kepercayaan Pelanggan Terhadap Minat Belanja Online

Abstrak

The rapid growth of e-commerce in Indonesia can motivate or encourage users to shop online. The theory of planned behavior is used as a research method to find out these reasons. The variables used in this study are attitudes towards behavior, social norms, and perceived behavioral control, which examine their impact on online trust. Likewise, testing the influence of perceived behavioral control on online purchasing intentions. The aim of this research is to determine the relationship between these variables and Palembang city consumers. The sample was 100 respondents who were internet users in the city of Palembang. Linear regression analysis is used as a data analysis technique. Observed behavioral control variables partially influence network trust. Similarly, perceived behavioral control and online trust influence online purchase intentions. After simultaneous testing, all variables were found to influence online trust and online purchasing intentions