Pengaruh Dimensi Budaya Terhadap Perilaku Penggunaan E-commerce: Daerah Istimewa Yogyakarta

  • Danar Retno Sari Universitas Islam Indonesia
  • Teduh Dirgahayu Universitas Islam Indonesia


The use of e-commerce influenced by culture, which consist of five dimensions, such as power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation (Hofsterde, 1984). This paper aim to investigate and explored the effect of culture dimenssion on behavior to use e-commerce in Daerah Istimewa Yogyakarta. Theory Planned Behavior as a model to investigate behavior to use e-commerce. Culture dimensiona as indicator used to support variable in TPB. Our result showed that power distance and masculinity had significant effect on behavior to use e-comerce in Daerah Istimewa Yogyakarta. This factors can be used to create a new marketing strategy for business people. In an academic area, this model can be used as alternative model to predict intentions and individual behavior using information technology, especially e-commerce.


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How to Cite
SARI, Danar Retno; DIRGAHAYU, Teduh. Pengaruh Dimensi Budaya Terhadap Perilaku Penggunaan E-commerce: Daerah Istimewa Yogyakarta. INTENSIF, [S.l.], v. 2, n. 1, p. 1-11, feb. 2018. ISSN 2549-6824. Available at: <>. Date accessed: 20 apr. 2018. doi:

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