THE EFFECTS OF SUBJECTIVE NORM ON THE INTEREST TO USE OF THE ONLINE SHOPPING CUSTOMERS IN JAKARTA
Rini Larasati Irawan, Ratih Hurriyati

UNIVERSITAS PENDIDIKAN INDONESIA

Abstract

In this generation, shopping online is not considered as a taboo thing anymore. This matter is supported by its various applications that are already familiar by people all over the world. Jakarta is among one of all Indonesians capital cities, where shopping online has made it easier for people to shop and to erase gap while shopping, saves more time, and its other advantages.
The urge and influence from people around us can be one of the main reasons that might affect it. Subjective norm and interest to use are the two variables used in this research. The data were collected by spreading questionares through google forms, the amount of collected respondent are 65 respondent who came from Jakarta. The result for the research used AMOS program. And the hypothesis test result shows that all probabilities, whether its the subjective norm or the interest to use, are significant.

Keywords: Keywords: Online Shopping, Interest to use, online shopping, subjective norm

Topic: Marketing Management