Putri, Salwa Az Zhahra (2024) Variabel Variabel yang Mempengaruhi Perilaku Konsumen terhadap Online Shopping Cart Abandonment dalam Belanja di Shopee. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to determine and analyze the factors that influence consumer behavior in abandoning shopping baskets on Shopee. The variables used in this research are emotional ambivalence, hesitation at checkout, intention to pay, advantages of choice, compare with the website, perception of transaction discomfort, perception of cost, and perception of risk. This type of research uses a quantitative type with descriptive analysis methods. The population used in this research were active students in the city of Surabaya, East Java who had left products in their Shopee shopping basket. The sample for this research was obtained using a purposive sampling technique and the results obtained were 100 respondents. This research data collection method uses a questionnaire distributed online. Instrument testing uses validity and reliability tests and the test results show that the data instrument is declared valid and reliable. The data analysis techniques use multiple linear regression, classical assumption tests, and hypothesis tests (F test and t test). The results of this study show that simultaneously (F test) the variables emotional ambivalence, hesitation at checkout, payment intention, choice overload, compare with website, perceived transaction inconvenience, perceived cost, and perceived risk have a significant influence on shopping cart abandonment behavior when shopping at Shopee. Partially (t test) shows that choice overload is a variable that significantly influences shopping cart abandonment behavior in online shopping at Shopee. Meanwhile, emotional ambivalence, hesitation at checkout, payment intention, compare with website, perceived cost, and perceived risk each have a positive and insignificant effect on shopping cart abandonment at Shopee. Partially, perceived transaction inconvenience has a negative and insignificant effect on shopping cart abandonment on Shopee.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | salwa az zhahra putri | ||||||||
| Date Deposited: | 21 Mar 2024 04:26 | ||||||||
| Last Modified: | 21 Mar 2024 04:26 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21509 |
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