The Analysis of Purchase Intention of Processed Apple Products in Shopee

Abstract

During the current pandemic, almost everything we need, both primary and secondary, we can fulfill from online services. In the era of globalization and the ease of online shopping transactions can lead to consumptive behavior, especially considering the current situation in the corona virus crisis, where consumer behavior has begun to change drastically. This study used Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis with the WarpPLS approach, to predict the magnitude of the relationship among latent variables and between latent variable and its indicator. The dominant variables in the research on the effect of purchase intention of processed apple products at Shopee are trust, online shopping attitudes, subjective norms and purchase intentions. Trust in product purchase intention produces a path coefficient of 0.320 with a confidence interval value [0.160;0.481]. The test results showed that the path coefficient was positive with a high significance level. Online shopping attitude on product purchase intention produces a path coefficient of 0.422 with a confidence interval value [0.261; 0.627], the path coefficient was positive with a high significance level so that this sub hypothesis can be accepted. Subjective norm on product purchase intention produces a path coefficient of 0.250 with a confidence interval value [0.104;0.397], the path coefficient was positive with a high significance level. Purchase intention on purchasing decisions produces a path coefficient of 0.509 with a confidence interval value [0.370; 0.648], the path coefficient was positive with a high significance level.