PENGARUH ORIENTASI BELANJA, KEPERCAYAAN ONLINE DAN PENGALAMAN PEMBELIAN SEBELUMNYA TERHADAP NIAT PEMBELIAN KONSUMEN SECARA ONLINE DENGAN PERBEDAAN GENDER SEBAGAI VARIABEL PEMODERASI

Abstract

ABSTRACT

This study aims to determine the effect of Shopping Orientation, Online Trust and Prior Purchase Experience to Customers Online Purchase Intention with gender difference as moderating variable The Methods of This study used a questionnaire as a research instrument. Purposive sampling was used as the sampling technique in this research. This technique puts the specific criteria in the sampling. Moderate regression analysis method (MRA) is used to determine the effect of moderation involved. SPSS 22 is used to analyze data. The results of this study indicate that the orientation of Shopping, Online Trust and Purchase Experience and gender difference towards significantly Customer Purchase Online Intention..

Keywords: Online Purchase Intention, Shopping Orientation, Online Trust, Prior Online Purchase Experience, gender difference