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Baca Juga : PENGARUH SOCIAL MEDIA MARKETING DAN PROMOSI HARGA TERHADAP KEPUASAN KONSUMEN DAN PENGALAMAN KONSUMEN SEBAGAI VARIABEL MEDIASI PADA MASKAPAI PENERBANGAN AIRASIA DI BANDA ACEH (DEVA FAJRI, 2018) ,

Baca Juga : PENGARUH DIGITAL SIGNAGE TERHADAP PERILAKU KONSUMEN DENGAN AFEK POSITIF SEBAGAI VARIABEL MEDIASI PADA SUZUYA MALL SEUTUI DI KOTA BANDA ACEH (Nanda Sulfia Putri, 2016) ,

aktu melakukan pembelian produk melalui online dengan asumsi faktor lain seperti faktor harga dan pendapatan konsumen diabaikan. penerimaan teknologi diukur dari indikator-indikator persepsi kemanfaatan (perceived of usefulness) berbelanja online dan persepsi terhadap tingkat kemudahan (perceived ease of use) penggunaan teknologi belanja online. teknologi yang dipersepsi oleh responden adalah teknologi internet untuk situs resmi online perilaku belanja online diukur dari sikap, minat dan perilaku pembelian melalui belanja online penelitian ini menggunakan analisis sem dengan pendekatan varians (partial least square path modeling-pls pm) dengan software smartpls. populasi penelitian adalah seluruh konsumen yang memiliki pengetahuan dan pengalaman terhadap penggunaan internet di kota banda aceh yang melakukan belanja secara online melalui situs resmi dan atau media sosial. sampel yang diambil dalam penelitian ini sebanyak 150 (seratus lima puluh) orang penelitian menggunakan metode teknik purposive sampling dengan pengambilan sampel secara proporsional berdasarkan kaidah pengambilan sampel. hasil penelitian menunjukkan bahwa, variable kepercayaan konsumen terhadap perilaku belanja online mempunyai pengaruh signifikan terhadap perilaku belanja online. sedangkan variabel kepercayaan konsumen berpengaruh signifikan terhadap tingkat adopsi inovasi belanja online serta variabel kepercayaan konsumen berpengaruh terhadap penerimaan teknologi belanja online. sedangkan variabel tingkat adopsi inovasi tidak pengaruh terhadap perilaku belanja online dan penerimaan teknologi tidak pengaruh terhadap perilaku belanja online. kata kunci: kepercayaan konsumen, tingkat adopsi inovasi, penerimaan teknologi, perilaku belanja online xiii abstract abstract of final paper submitted to the examination committe in partial fulfilment of the requirements for the degree of master of management on graduate program of syiah kuala university consumer trust, adoption level of innovation and acceptance of tecchnology as the variables that affecting online shopping behavior evidence in banda aceh by t. kamal el ridha s/n : 1009200020132 specialization : marketing management supervisor : dr. permana honneyta lubis, m.m. co- supervisor : dr. sorayanti utami, s.e, m.m. this study aims to examine consumer confidence, the level of adoption of innovation and acceptance of technology as variables that influence online shopping behavior in the city of banda aceh. perceptions of consumer trust are measured by the level of shopping security, the level of integrity of online shopping service providers, and the level of reliability of online shopping compared to traditional shopping. the level of innovation adoption is measured by the distance of time consumers know of online shopping until the time of purchasing products online assuming factors other factors such as price and consumer income are ignored. technology acceptance is measured by indicators of perceptions of the benefits of online shopping and the perception of the level of ease of use of online shopping technology. the technology perceived by respondents is internet technology for official online sites online shopping behavior is measured by attitudes, interests and buying behavior through online shopping. this study uses sem analysis with variance approach (partial least square path modeling-pls pm) with smartpls software. the research population is all consumers who have knowledge and experience of internet use in the city of banda aceh who do shopping online through official sites and or social media. samples taken in this study were 150 (one hundred and fifty) people. the research used purposive sampling technique method with proportional sampling based on the rules of sampling. the results showed that, variable consumer confidence in online shopping behavior had a significant influence on online shopping behavior. while the variables of consumer confidence have a significant effect on the level of adoption of online shopping innovations as well as variables of consumer confidence influence the acceptance of online shopping technology. while the variable level of innovation adoption does not influence the behavior of online shopping and technology acceptance does not influence the behavior of online shopping. keywords: consumer trust, adoption rate of innovation, technology acceptance, online shopping

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