Pengaruh Pengetahuan Teknologi Web, Keinovatifan Konsumen Pada Sikap Dan Niat Beli Konsumen Secara Daring Universitas Muhammadiyah Surakarta

The study aims to analyze the influence of web technology knowledge, consumer innovativeness on consumer buying attitudes and intentions online. The study population was all students of Surakarta Muhamadiyah University. Data collection techniques used a field study in the form of a personal questionnaire. The sampling technique uses purposive sampling by taking 150 respondents according to predetermined criteria. The analytical tool in this study uses multiple linear regression and path analysis. Based on the results of the study, the results of the first model show that the variables of web technology knowledge and consumer innovativeness have a positive and significant effect on consumer attitudes. Then in the second model shows that consumer attitudes can mediate the influence of web technology knowledge and consumer innovativeness on online buying intentions