ANALYSIS SUBJECTIVE NORM, WEBSITE USABILITY AND ATTITUDE TOWARDS INTENTION ONLINE SHOPPING: THE MEDIATING WITH PURCHASE INTENTION

This research tests subjective norm, website usability and attitude towards online shopping intention mediated by purchase intention. The samples used in this study were 145 respondents who were customers of the online shope Tokopedia in Medan City. Sampling with nonprobability sampling techniques with accidental sampling approaches. The analysis method is Structural Equation Modeling (SEM) with the help of AMOS-20 (Analysis of Moment Structure). It was found that subjective norm, website usability and attitude significant effect on purchase intention and intention online shopping. Purchase intention significant effect on online shopping intention. Purchase intention a partial mediation the influence of subjective norm, website usability and attitude towards intention online shopping