ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh Usefulness, Ease of use, Perceived Risk terhadap Intention to buy online shopping melalui Consumer Attitude pada situs Lazada. Sampel yang digunakan dalam penelitian ini adalah 170 responden yang pernah berbelanja pada situs Lazada. Teknik pengambilan sampel menggunakan Purposive Sampling. Metode Hierarcichal Linear Modelling (HLM) di gunakan sebagai metode analisis untuk mengetahui pengaruh variabel-variabel yang terlibat. Hasil penelitian ini menunjukkan bahwa Usefulness, Ease of use, Perceived Risk berpengaruh signifikan terhadap Intention to buy. Selain itu, diperoleh hasil bahwa variabel Consumer Attitude memediasi secara parsial pengaruh Usefulness, Ease of use, Perceived Risk terhadap Intention to buy. Semakin baik Usefulness, Ease of use, Perceived Risk yang dimiliki, semakin baik Consumer Attitude, maka semakin tinggi Intention to buy yang dimiliki konsumen.Kata Kunci : Manfaat Penggunaan, Kemudahan Penggunaan, Persepsi Resiko, Sikap Konsumen, Niat Beli.ABSTRACTThe purpose of this study is to determine the influence of Usefulness, Ease of use, Perceived Risk on Intention to buy online shopping through Consumer attitude on Lazada site. Sampel used in this study was 170 respondents who had been shopping on the site Lazada. Sampling technique using purposive sampling. Hierarcichal Linear Modelling (HLM) method is used as a method of analysis to determine the effect of variables involved. The results of this study indicate thatUsefulness, Ease of use, Perceived Risk significantly influence intention to buy. In addition, the results obtained that the variable consumer attitude mediate partially the influence of Usefulness, Ease of use, Perceived Risk to intention to buy. The better Usefulness, Ease of use, Perceived Risk, the better of Consumer Attitude, thus the higher intinetion to buy that would be.Keywords : Usefulness, Ease of use, Perceived Risk, Consumer Attitude, Intention to buy
