ANALISIS PENGARUH KUALITAS SITUS WEB TERHADAP NIAT BERPERILAKU KONSUMEN, DENGAN KEPUASAN ELEKTRONIK SEBAGAI VARIABEL INTERVENING PADA E-COMMERCE DI SEMARANG (Studi pada pengguna Online Shop Jakartanotebook)

Abstract

This study aimed to analyze the effect arising from the usefulness, ease of use, enjoyment and e-trust on satisfaction and its influence on behavioural intention from website Jakartanotebook.com. The variables used in this study is usefulness, ease of use, enjoyment, and e-trust as an independent variable, then e-satisfaction as an intervening variable lastly, behavioural intention as the dependent variable. The sample in this study were 125 respondents that came from the consumer of online shop Jakartanotebook in Semarang. The method used is non-porbability sampling by distribusting questionnaires to the respondents(consumer of online shop Jakartanotebook in Semarang). In this study developed a theoretical model to propose six hypotheses to be tested using analysis tools Structural Equation Modeling (SEM) which is operated through a program AMOS 22.0. Based on the research of data processing SEM for full model has met the criteria of goodness of fit as follows, the value of chi-square = 253,771; probability = 0,053; RMSEA = 0,036; CMIN/DF = 1,159; GFI = 0,855; TLI = 0,970; CFI = 0,974, and a marginal criteria which is AGFI = 0,817. With the result, it can be said that this model is feasible to be used. The results showed that the behavioural intention can be improved by increasing usefulness, ease of use, enjoymeny, and e-trust that affect the e-satisfaction as a determinant of success to increase behavioural intention.