Analisis Pengaruh Social Presence, Self Efficacy, Web Quality, serta Consumer Innovative terhadap Attitude dan Behaviour Intention Pada Pengguna Youtube di Kota Samarinda --

ABSTRACT
The purpose of this paper is to analyze the impact of social presence, self
efficacy, web quality, and consumer innovative toward attitude and behaviour
intention on youtube users in the city in Samarinda City.
This paper used quantitative method. Structural Equation Modeling (SEM)
was performed to test the measurement and structural models using IBM AMOS
Ver.5 software. In total, 147 participants were domicile in Samarinda City
completed a questionnaire were used Likert Scale with 1-5 score.
Based on structural model Self Efficacy, Web Quality, and Consumer
Innovation can be significantly effect on Attitude and Behavior Intention, Social
Presence has no significant effect on attitude and behaviour intention, Self
Efficacy, Web Quality, Consumer Innovation and Attitude that have a significant
effect on Behavior Intention.
Keywords : Social Presence, Self Efficacy, Web Quality, Consumer Innovative,
Behaviour Intention, Youtube, SEM (Structural Equation Modeling).
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh social presence, self
efficacy, web quality, serta consumer innovative, terhadap attitude dan behaviour
intention pada pengguna Youtube di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang
diolah dengan software IBM SPSS Statistic 22 dan Structural Equation Modeling
(SEM) dengan software IBM AMOS 5. Penelitian ini menggunakan sampel
sebanyak 147 orang yang diambil dari sejumlah pengguna Youtube di kota
Samarinda. Skala pengukuran menggunakan skala Likert dengan skor 1-5.
Kuesioner yang digunakan didistrubusikan sebanyak 200 di Kota Samarinda.
Berdasarkan model structural dapat dibuktikan bahwa Self Efficacy, Web
Quality, dan Consumer Innovative berpengaruh signifikan terhadap Attitude,
Social Presence berpengaruh tidak signifikan terhadap Attitude dan Behaviour
Intention, Self Efficacy, Web Quality, Consumer Innovative dan Attitude
berpengaruh signifikan terhadap Behaviour Intention.
Kata Kunci : Social Presence, Self Efficacy, Web Quality, Consumer Innovative,
Behaviour Intention, Youtube, SEM (Structural Equation Modeling).