PERAN SIKAP DALAM MEMEDIASI PENGARUH PERSEPSI MANFAAT DAN PERSEPSI KEMUDAHAN TERHADAP NIAT PEMBELIAN ULANG

E-Jurnal Manajemen Universitas Udayana Pub Date : 2022-06-21 DOI:10.24843/ejmunud.2022.v11.i06.p03

I. M. Dandy Adi Pradana, Ni Made Asti Aksari

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Abstract

This study aims to explain the effect of perceived usefulness and perceived ease of use on attitude and repurchase intention, and to explain the role of attitude in mediating the effect of perceived usefulness and perceived ease of use on the intention to repurchase fashion products through Instagram. This research was conducted in the province of Bali with a sample of 140 respondents who had bought fashion products through Instagram. The data of this study were collected using a questionnaire distributed through google form and measured using a Likert scale. The research data was analyzed using PLS-based Structural Equation Modeling (SEM). The results showed that perceived usefulness had a positive and significant effect on attitude and repurchase intention. In addition, perceived ease of use has a positive and significant effect on attitude and repurchase intention, and attitude function as a mediator between perceived usefulness and perceived ease of use towards repurchase intention for fashion products through Instagram. Keywords: perceived usefulness, perceived ease of use, attitude, repurchase intention

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在培养使命感和舒适感对回购意图的影响中，态度的作用

本研究旨在解释感知有用性和感知易用性对态度和再购买意愿的影响，并解释态度在感知有用性和感知易用性对Instagram时尚产品再购买意愿的中介作用。这项研究是在巴厘岛进行的，样本是140名通过Instagram购买时尚产品的受访者。本研究采用谷歌表格发放问卷收集资料，采用李克特量表进行测量。采用基于pls的结构方程模型(SEM)对研究数据进行分析。结果显示，感知有用性对态度和再购买意向有显著的正向影响。此外，感知易用性对态度和再购买意愿有正向显著影响，态度在感知有用性和感知易用性对时尚产品Instagram再购买意愿之间起中介作用。关键词:感知有用性，感知易用性，态度，再购买意愿

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E-Jurnal Manajemen Universitas Udayana

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