Analisis Faktor-faktor Yang Mempengaruhi Aktifitas Belanja Online Produk UMKM Selama Pandemi COVID-19
DOI:
https://doi.org/10.32832/inovator.v11i1.6835Keywords:
hedonic motivation, belanja online, produk UMKM, pandemic covid19, analisis regresi logistik binerAbstract
Pandemi Covid19 menjadi game-changer bagi kehidupan manusia termasuk tata cara dan kebiasaan berbelanja. Pada masa pandemi ini terjadi peningkatan aktifitas belanja online, termasuk belanja produk UMKM. Dalam penelitian ini dilakukan analisis faktor-faktor yang mempengaruhi aktifitas belanja online produk UMKM di wilayah Bogor dan sekitarnya. Pengumpulan data dilakukan melalui kuisioner online yang disebarkan secara snowballing. Pengolahan data menggunakan metoda analisis regresi logistik biner. Dari hasil pengolahan data, 3 variabel yang mempengaruhi secara signifikan yakni Hedonic Motivation, Internal Subject Norm dan Behavioral Intention. Untuk penelitian selanjutnya direkomendasikan untuk menambahkan pengujian variabel kualitas barang/produk, kualitas layanan toko / merchant, kepuasan atas layanan/produk, reputasi merchant dan rasa aman atas transaksi online di marketplace.References
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