ABSTRAKPenelitian ini bertujuan untuk mencari pengaruh Layout Design dan Atmosphere
di situs toko online khususnya situs toko online berbasis Business to Consumer.
Responden dari penelitian ini adalah pengunjung situs toko online berbasis
Business to Consumer dalam kurun 3 bulan terakhir. Total responden yang
digunakan dalam penelitian ini adalah 134 responden. Metode yang digunakan
dalam penelitian ini adalah Structural Equation Modeling (SEM). Hasil penelitian
ini menunjukan bahwa Layout Design dapat mempengaruhi Purchase Intention.
Dengan Attitude Toward Website berhasil memediasi antara Layout Design dan
Purchase Intention. Atmosphere juga dapat mempengaruhi Purchase Intention
tetapi dimediasi Emotional Arousal dan Attitude Toward Website sebelum
mempengaruhi Purchase Intention.
ABSTRACTThis study aimed to explore the influence of Layout Design and Atmosphere in
the online store website particularly in online store sites with Business to
Consumer basis. The respondents of this research were the B2C online store
website visitors within the last 3 months. Total respondents were used in this
study were 134 respondents. The method used in this research is Structural
Equation Modeling (SEM). The results indicate that Design Layout can influence
Purchase Intention. With Attitude Toward Website mediate the Layout Design
and Purchase Intention. Atmosphere also can affect the Purchase Intention but
mediated by Emotional Arousal and Attitude Toward Website before affecting
Purchase Intention.
S60589-Riza Indra Rahim.pdf :: Unduh