PENGARUH BELANJA ONLINE TERHADAP PERILAKU PERJALANAN BELANJA DI KECAMATAN KUTA

I Made Surya Permana Putra; AAA Made Cahaya Wardani; IB Wirahaji

doi:10.32795/widyateknik.v19i2.5865

I Made Surya Permana Putra Program Studi Teknik Sipil, Fakultas Teknik, Universitas Hindu Indonesia
AAA Made Cahaya Wardani Program Studi Teknik Sipil, Fakultas Teknik, Universitas Hindu Indonesia
IB Wirahaji Program Studi Teknik Sipil, Fakultas Teknik, Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/widyateknik.v19i2.5865

Keywords: online shopping, , shopping trip behavior, multiple linear regression

Abstract

Advances in telecommunications technology can be used to hold meetings, distance learning processes, recreation, and online shopping without having to travel to the store. A person's decision to shop online will indirectly influence a person's travel behavior, such as substitution (online shopping replaces conventional shopping), modification (changing the characteristics of the shopping trip), complementary (complementing the shopping trip), or neutral (no effect on the shopping trip). The purpose of this research is to analyze the factors that influence online shopping activities on the travel behavior of people who live in the Kuta District Area. The primary data collection method was carried out by observation and distributing questionnaires containing closed questions to 100 respondents. The data analysis method uses multiple linear regression statistics. The results of the analysis show that the trust aspect, the time and cost aspect, as well as the information and promo aspect have a significant positive effect partially and simultaneously on the travel behavior of people who live in the Kuta District area to use online shopping system services. The resulting equation model is: Y = 2.501+ 0.254X1 + 0.376X2 + 0.267X3, where the time and cost aspects have the greatest influence compared to the trust and information aspects. The model's ability to predict is very strong as indicated by the coefficient of determination (R2) of 81.0%.

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