NIAT PEMBELIAN ONLINE PADA STARTUP DIGITAL: PERAN DUKUNGAN SOSIAL DAN SIKAP KONSUMEN

Aurensia Putri Azzahra; Yessy Artanti

doi:10.52353/ama.v15i1.247

NIAT PEMBELIAN ONLINE PADA STARTUP DIGITAL: PERAN DUKUNGAN SOSIAL DAN SIKAP KONSUMEN

Aurensia Putri Azzahra, Yessy Artanti

Abstrak

Internet saat ini merupakan hal yang sangat penting bagi perkembangan bisnis startup. Banyak startup yang saat ini beralih menggunakan teknologi dan berinovasi membantu para pelaku usaha kecil menengah untuk menjalankan bisnis, sehingga dapat meningkatkan omset usahanya terlebih di era pandemi Covid - 19 saat ini. Banyaknya jumlah bisnis startup berbasis teknologi seperti platform belanja online, membuat masyarakat cenderung berniat melakukan pembelian online. Akan tetapi, masih sedikit masyarakat yang mengetahui bahwa terdapat inovator bisnis startup yang menjadi wadah untuk membantu usaha kecil lokal. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh dukungan emosional, dukungan informasional, dan sikap konsumen terhadap niat pembelian pada platform belanja online Titipku. Pada penelitian ini menggunakan nonprobability sampling dengan mengandalkan judgment peneliti agar dapat memudahkan membidik responden. Responden adalah seseorang yang belum pernah melakukan pembelian pada platform belanja online Titipku dengan rentang usia 18 – 55 tahun sebanyak 200 responden. Teknik analisis data menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan variabel dukungan emosional, dan sikap konsumen memiliki pengaruh terhadap niat pembelian pada platform belanja online Titipku, sedangkan variabel dukungan informasional tidak memiliki pengaruh terhadap niat konsumen dalam melakukan pembelian pada platform belanja online Titipku. Penelitian ini memberikan informasi bagi Titipku untuk dapat merumuskan dan menemukan strategi memperoleh jumlah pengguna atau konsumen agar lebih membantu usaha kecil yang tergabung di dalamnya. Titipku dapat meningkatkan kualitas situsnya agar lebih memudahkan setiap konsumen dapat terhubung satu sama lain.

Kata Kunci

Dukungan Emosional; Dukungan Informasional; Sikap Konsumen; Niat Pembelian

Teks Lengkap:

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DOI: http://dx.doi.org/10.52353/ama.v15i1.247