Anteseden Sikap Konsumen terhadap Perilaku Pembelian Online

The purpose of this research is to explore the things that influence consumer attitudes in shopping online, as well these on their behavior making online purchases. This was conducted through perspective technology acceptance model (TAM), which based value theory. study uses SEM (structural equation modeling) analysis primary data results a questionnaire has been distributed 289 respondents. show there significant effect perceived ease use attitude, and attitude buying behavior. However, usefulness, enjoyment, information availability, price separately proved have no attitude. managerial implications findings identify companies issue e-commerce must be able guarantee convenience available applications, so customer towards applications will more positive.