UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
Tujuan kajian ini adalah untuk menganalisis gelagat pembelian secara atas talian
dalam kalangan guru-guru di Perak. Kajian ini menggunakan kaedah kuantitatif
dengan menggunakan borang soal selidik sebagai instrumen kajian, dan pengumpulan
data menggunakan kaedah persampelan bertujuan. Seramai 319 responden terlibat
dalam kajian ini yang dipilih melalui pensampelan bola salji. Kesemua responden
merupakan guru yang sedang berkhidmat di sekolah kerajaan di negeri Perak dan
terlibat dengan pembelian secara atas talian. Data yang diperoleh dianalisis
menggunakan ujian min, kekerapan, peratusan, ujian regresi berbilang, dan di proses
menggunakan perisian SPSS versi 20. Hasil kajian menunjukkan bahawa platform
yang paling kerap digunakan untuk pembelian secara atas talian adalah Lazada,
Shopee dan Booking.com / Agoda. Selain itu, hasil kajian menunjukkan bahawa
terdapat perbezaan yang signifikan terhadap jam melayari internet, manakala tiada
perbezaan yang signifikan terhadap jantina dan kelayakan akademik dalam pembelian
secara atas talian. Dapatan dari analisis regresi berbilang menunjukkan faktor
kepuasan membeli (β=0.433, p=0.000), harga (β=0.138, p=0.001), pengaruh sosial
(β=0.132, p=0.000), perkhidmatan disediakan (β=0.132, p=0.010), penampilan
produk (β=0.115, p=0.002), keselamatan (β=0.115, p=0.003), kemudahan (β=0.068,
p=0.050) dan jam melayari internet (β=0.017, p=0.023) adalah signifikan dan
berkaitan secara positif dengan pembelian secara atas talian. Sebagai kesimpulan,
guru-guru di Perak terlibat dalam aktiviti pembelian secara atas talian. Walau
bagaimanapun, guru-guru hendaklah berbelanja mengikut kemampuan dan tidak
melakukan sebarang pembaziran. Hasil kajian ini berupaya memberikan implikasi
yang berkesan terhadap kepentingan perancangan kewangan dalam kalangan guruguru
supaya dapat membuat pembelian secara berhemah sama ada di atas talian atau
secara tradisional. Kerajaan memainkan peranan dalam langkah-langkah pengawalan
dan pelaksanaan undang-undang untuk memudahkan pembelian secara atas talian
dengan meningkatkan kemudahan dan keselamatan capaian internet yang lebih pantas,
meluas dan murah. |
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