Abstract
This study aims to determine the effect of attitude, subjective norm, perceived behavioral control, promotion and word of mouth on the intention to use Shopee Barokah. The population of this study is Generation Z Semarang City who knows Shopee Barokah but has never used it. Non-probability sampling technique, namely purposive sampling using primary data. Sampling was done by distributing questionnaires and obtaining 141 respondents. This research method uses binary logistic regression analysis with SPSS 26. The results showed that the variables of attitude, subjective norm, perceived behavioral control, promotion partially influenced the intention to use Shopee Barokah. Meanwhile, Word Of Mouth has no effect on the intention to use Shopee Barokah.
Bahasa Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh sikap, norma subjektif, kontrol perilaku yang dirasakan, promosi dan word of mouth terhadap niat menggunakan Shopee Barokah. Populasi dari penelitian ini adalah Generasi Z Kota Semarang yang mengetahui Shopee Barokah namun belum pernah menggunakannya. Teknik pengambilan sampel non-probability sampling yaitu purposive sampling dengan menggunakan data primer. Pengambilan sampel dilakukan dengan cara menyebarkan kuesioner dan mendapatkan 141 responden. Metode penelitian ini menggunakan analisis regresi logistik biner dengan SPSS 26. Hasil penelitian menunjukkan bahwa variabel sikap, norma subyektif, kontrol perilaku yang dipersepsikan, promosi secara parsial berpengaruh terhadap niat menggunakan Shopee Barokah. Sedangkan Word Of Mouth tidak berpengaruh terhadap niat menggunakan Shopee Barokah.
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Recommended Citation
Najwa, Laila Fajri Khoirun and Kafabih, An'im
(2025)
"ANALYSIS OF FACTORS AFFECTING THE INTENTION TO USE SHOPEE BAROKAH (CASE STUDY ON GENERATION Z IN SEMARANG CITY),"
ASEAN Marketing Journal: Vol. 17:
No.
1, Article 4.
DOI: 10.7454/amj.v17i1.1284
Available at:
https://scholarhub.ui.ac.id/amj/vol17/iss1/4
