Analisis Faktor-Faktor yang Memengaruhi Purchase Intention, pada Aksesori Handmade Fleurain di Shopee dengan Pendekatan Theory of Planned Behavior

Abstract

Pertumbuhan e-commerce di Indonesia mendorong persaingan ketat antarpelaku usaha, termasuk UMKM aksesori handmade seperti Fleurain yang memasarkan produk berbasis upcycling limbah kain melalui Shopee. Meski mencatatkan status Shopee Star Seller, data toko 2025 menunjukkan kesenjangan antara jumlah pengunjung dan realisasi pesanan yang jauh lebih rendah. Penelitian ini menggunakan analisis deskriptif dan SEM-PLS untuk menganalisis pengaruh attitude, subjective norm, dan perceived behavioral control terhadap purchase intention pada 240 responden yang pernah melihat produk Fleurain namun belum pernah membeli, melalui pendekatan Theory of Planned Behavior. Hasil menunjukkan ketiga variabel berpengaruh positif, dengan perceived behavioral control sebagai determinan terbesar, diikuti subjective norm dan attitude, menjelaskan 55,3 persen variasi purchase intention. Berdasarkan temuan tersebut, disusun rekomendasi strategi bagi Fleurain yang diprioritaskan sesuai kekuatan pengaruh masing-masing variabel.

The growth of e-commerce in Indonesia has intensified competition among businesses, including MSMEs such as Fleurain, which markets upcycled fabric-waste handmade accessories through Shopee. Despite achieving Shopee Star Seller status, the store's 2025 data reveal a gap between the number of visitors and the significantly lower number of realized orders. This study uses descriptive analysis and SEM-PLS to examine the influence of attitude, subjective norm, and perceived behavioral control on purchase intention among 240 respondents who had viewed Fleurain products but never purchased, based on the Theory of Planned Behavior. Results show all three variables positively affect purchase intention, with perceived behavioral control as the strongest predictor, followed by subjective norm and attitude, explaining 55.3 percent of its variance. Based on these findings, strategic recommendations were formulated for Fleurain, prioritized according to the strength of influence of each variable.