Sampling Technique

3.6 Sampling Technique

  Sample selection is conducted by non-probability sampling design using purposive sampling technique, as the sampling technique based on certai considerations (Sugiyono, 2014). Purposive sampling was chosen because there often many limitations that prevent researcher in taking samples in random. It is expected that by using purposive sampling criteria, the samples obtained are completely in accordance with the research conducted. The purpose of purposive sampling is to obtain sample of people who meet predetermined criteria (Cozby, 2009).Those criteria are:

  1. Respondents have already know the website lazada.co.id.

  2. Respondents with minimum age of 17 years, where at that age a persons have

  already got adult predicate according to WHO, so they can determine and assess something well.

  3.7 Operational Variable Definition The definition of operational variables is the element of research that gives an

  explanation on how to measure a variable in other words operational variables is a kind of clue up how to measure variables (Singarimbun and Effendi, 2009).

a) Online Store Atmosphere (X)

  Online Store Atmosphere is a dynamic, complex and competitive sector where companies provide various products and services to buyers via the internet (Kilic and Senol, 2010). Unlike conventional store atmosphere, online store atmosphere has different dimensions (Manganari, 2008). The measuring tool Online Store Atmosphere is a dynamic, complex and competitive sector where companies provide various products and services to buyers via the internet (Kilic and Senol, 2010). Unlike conventional store atmosphere, online store atmosphere has different dimensions (Manganari, 2008). The measuring tool

   Attractive (Website Color is Unattractive-attactive

  The attractive size of a color can be seen from the combination and the combination of the number of colors used on the website component either in the background color, header color, button color, or image contained in the contents. The ability to combine the various colors can make visitors feel interested in visiting a website.

   Bright (Website Color is Dull-Bright)

  The brightness of a color can be seen from how the combination of bright colors and dark colors on a webseite. A good website has a fitting blend of bright colors and dark colors so that the impression is not happily blinding the eyes or tiring the eyes so that visitors can survive longer on the website.

   Lively (Website Color is Unlively- lively)

  Fun and live colors on a website can be measured by the suitability of color with the product or the suitability of characteristics with the user segment. For shopping websites it is better to use primary colors combined with illustrative images.

   Stimulating (Website Color is Boring-stimulating)

  The color that stimulates the user is a blend of colors with animations, images, and videos used to focus the user on clicking on certain parts of the website.

  The combination can be a flickering animation on a product that is being discounted or promo.

b) Attitudes Towards Website

  Attitude towards a website is defined as an emotional evaluation that occurs after browsing a website, whereas purchasing intentions refer to the probability and willingness to buy (Wan-Yih wu, 2013). In addition, Attitudes toward the website as a predisposition to respond consistently good or unfavorable to the internet (Martinez Lopez, 2005). In fact, attitude is a multi- component construct comprised of affective responses, cognitive responses, and behavioural intentions (Farley and Stasson, 2003).

   Affective Responses

  Influence based attitudes refers to an emotional evaluation consisting of emotions and feelings.

   Cognitive Responses

  Cognition-based attitudes are beliefs that consist of judgments and thoughts related to the attitude of the object.

   Behavioral Evaluation

  Behavioral Evaluation is a tendency of verbal or open (nonverbal) behavior by an individual and consists of observable actions or responses that are the result of an attitude object.

c) Purchase Intention

  Purchase intention is measured by the probability or likelihood that people will engage in certain buying behavior. In this study there are three types of purchase interest (Soderlund and Ohman, 2005)

   Intentions as Expectation is an individual's assessment of the consumer's

  subjective probability will perform certain behaviors in the future.  Intention as Plans is an individual planned options to perform certain

  behaviors in the future.  Intention as Wants is an Individual desire to make purchases after going

  through the stage of expectations and planning in an object. The description of each aspect is explained as follows:

  Table 3.1 Definition of Variable

  Source(year)

  Online store

  a. Attactive

  a. Website Colour Wan-Yih wu

  Atmosphere (X)

  is Unattractive-

  b. Bright

  b. Website Colour is Dull-Bright

  c. Lively

  c. Website Colour is Unlively- lively

  d. Stimulating

  d. Website Colour is Boring- stimulating

  Attitude toward

  a. Affective

  a) comfortable

  Wan-Yih wu

  websites (Z)

  b) likeness website design

  b. Cognitive

  a) spending time

  Responses

  for browsing

  b) pleasant

  c. Behavioural

  a) Nice to buy

  Evaluation

  b) Sharing

  Continue from table 3.1

  c) Willingness to purchase

  Minat beli (Y)

  a. Intentions as

  a) Intention to

  Wan-Yih wu

  Expectation

  purchase on this (2013) website in the near future

  b) Like to purchase on this website in the near future

  b. Intention as

  c) Plan to

  Plans

  purchase on this website in the near future

  c. Intention as

  d) Consider

  Wants

  purchasing on this website in the near future

  Source: Researcher,2017