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Ditemukan 108977 dokumen yang sesuai dengan query
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Shahnaz Nadiva
Analisis Schwartz Motivational Value terhadap perilaku konsumen mengadopsi online shopping = Analysis of Schwartz Motivational Value towards consumer behavior in adopting online shopping
"[ABSTRAK
Penggunaan online shopping, khususnya di bidang fashion, sebagai salah satu
pemenuhan kebutuhan masyarakat Indonesia memiliki proses penerimaan yang
kompleks berdasarkan perilaku konsumen yang late adopters, risk averse, socially
oriented, dan impulsive buyers. Salah satu model behavior yang sesuai dengan
perilaku konsumen tersebut adalah Schwartz Motivational Value. Penelitian ini
dikhususkan pada responden yang pernah melakukan pembelian secara online di
Zalora selama tiga bulan terakhir dan diolah menggunakan metode Structural
Equation Modelling untuk memperoleh value apa saja yang mempengaruhi behavior
konsumen dalam mengadopsi online shopping, sehingga diketahui sejauh mana
konsumen menerima online shopping melalui framework technology adoption
lifecycle serta dapat memberikan rekomendasi terkait strategi marketing perusahaan
e-commerce. Hasil penelitian menunjukkan bahwa grup konsumen socially oriented
dan impulsive buyers yang secara signifikan memanfaatkan resources internet dalam
melakukan online shopping, namun pada saat yang sama grup konsumen socially
oriented merasakan ketidakyamanan dalam melakukan online shopping. Selain itu,
dengan adanya resources dalam melakukan online shopping tidak serta merta
membuat konsumen sering melakukan online shopping dan berdampak pada uang
yang dikeluarkan, akan tetapi adanya ketidaknyamanan justru berdampak signifikan
terhadap frekuensi online shopping yang dilakukan konsumen serta uang yang
dikeluarkan. Oleh karena itu, berdasarkan hasil penelitian ini dapat disimpulkan
bahwa konsumen Zalora berada pada tahap Early Majority dalam menerima Zalora
sebagai salah satu online shopping di Indonesia.
ABSTRACT
The usage of online shopping, especially in the field of fashion, as one of the needs
fulfillment for Indonesian community seems to have a complex adoption process
based on the nature of Indonesian?s consumer behavior, which are late adopters, risk
averse, socially oriented and impulsive buyers. One of the behavior model that
corresponds to this consumer behavior is Schwartz Motivational Value. This research
is devoted to the respondents who had made a purchase online in Zalora over the past
three months and the data is processed using Structural Equation Modeling to obtain
values that influence the behavior of consumers in adopting online shopping, how far
consumers receive online shopping technology through the framework of technology
adoption lifecycle based on the result, and also provide recommendations related to
the company's marketing strategy. The results show that consumer who tends to be
socially oriented and impulsive buyers significantly utilize internet resources in doing
online shopping, but at the same time socially oriented consumers feel inconvinience
in doing online shopping. Moreover, with the resources to do online shopping does
not necessarily mean that consumers often do online shopping and spent more money
on online shopping, but the inconvinience in online shopping is precisely a significant
impact on the frequency of consumer online shopping done and the money that is
spent on it. Therefore, based on these results we can conclude that Zalora consumers
are at the stage of the Early Majority in accepting Zalora as one of the online
shopping in Indonesia., The usage of online shopping, especially in the field of fashion, as one of the needs
fulfillment for Indonesian community seems to have a complex adoption process
based on the nature of Indonesian’s consumer behavior, which are late adopters, risk
averse, socially oriented and impulsive buyers. One of the behavior model that
corresponds to this consumer behavior is Schwartz Motivational Value. This research
is devoted to the respondents who had made a purchase online in Zalora over the past
three months and the data is processed using Structural Equation Modeling to obtain
values that influence the behavior of consumers in adopting online shopping, how far
consumers receive online shopping technology through the framework of technology
adoption lifecycle based on the result, and also provide recommendations related to
the company's marketing strategy. The results show that consumer who tends to be
socially oriented and impulsive buyers significantly utilize internet resources in doing
online shopping, but at the same time socially oriented consumers feel inconvinience
in doing online shopping. Moreover, with the resources to do online shopping does
not necessarily mean that consumers often do online shopping and spent more money
on online shopping, but the inconvinience in online shopping is precisely a significant
impact on the frequency of consumer online shopping done and the money that is
spent on it. Therefore, based on these results we can conclude that Zalora consumers
are at the stage of the Early Majority in accepting Zalora as one of the online
shopping in Indonesia.]"
Fakultas Teknik Universitas Indonesia, 2015
S62137
UI - Skripsi Membership  Universitas Indonesia Library
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Pocut Shafina Sufi Nirwana
Analisa Teori Two Factor Theory dalam Periklanan Terhadap Fenomena Repetisi Jingle Iklan Lazada "Pengiriman Cepat, Gratis Ongkir" = Analysis of the Two Factor Theory in Advertising on the Repetition Phenomenon of the Lazada Advertising Jingle "Pengiriman Cepat, Gratis Ongkir"
"Artikel ini menganalisis teori Two Factor Theory pada iklan Lazada yang menggunakan repetisi jingle dengan slogan "Pengiriman Cepat, Gratis Ongkir". Penelitian ini dilakukan melalui metode kajian literatur untuk mengidentifikasi temuan yang menunjukkan adanya proses wear in dan wear out akibat repetisi jingle yang digunakan oleh Lazada sebagai elemen utama dalam komunikasi iklannya. Berdasarkan hasil studi, terlihat bahwa repetisi jingle dalam iklan ini melalui kedua proses wear in dan wear out. Jenis iklan yang mudah dipahami, karena berbentuk jingle ini membuatnya mudah diproses, sehingga wear in iklan ini dengan cepat meresap dalam masyarakat, tetapi juga mudah masuk dalam tahapan wear out. Artikel ini menyimpulkan bahwa efek repetisi, baik positif maupun negatif seperti yang dibahas dalam Two Factor Theory terjadi pada iklan Lazada ini karena munculnya komentar-komentar negatif terkait repetisi iklan yang dianggap berlebihan.
This article analyzes the Two Factor Theory theory in Lazada advertisements which use repetition of jingles with the tagline "Pengiriman Cepat, Gratis Ongkir". This research was conducted using a literature review method to identify findings that indicate a wear in and wear out process due to the repetition of jingles used by Lazada as the main element in its advertising communications. Based on the study results, it appears that the repetition of the jingle in this advertisement goes through both wear in and wear out processes. This type of advertisement is easy to understand, because it is in the form of a jingle, making it easy to process, so that the use of this advertisement quickly penetrates into society, but also easily enters the wear out stage. This article concludes that the repetition effect, both positive and negative as discussed in the Two Factor Theory, occurs in Lazada advertisements due to the emergence of negative comments regarding advertising repetition which is considered excessive."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2023
MK-pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Primadia Putra Amandza Syam
Munculnya internet sebagai media baru : Memahami perilaku konsumen terhadap Online Shopping di Jakarta = The emergence of internet as new media : understanding consumer behavior towards Online Shopping in Jakarta
"Dikarenakan adanya perkembangan teknologi, angka dari pengguna internet di Indonesia telah meningkat secara dramatis. Saat ini jumlah pengguna belanja online di Indonesia mengalami peningkatan beserta peningkatan perilaku konsumen digital yang menikmati kegiatan belanja online ini bersamaan dengan pertumbuhan yang cepat dari perangkat yang tersambung dengan Internet membuat belanja online sebagai salah satu cara yang nyaman untuk melakukan sebuah transaksi. Tujuan dari penelitian ini tidak hanya focus kepada apa yang konsumen lakukan ketika menggunakan internet akan tetapi penelitian ini juga bertujuan untuk memahami alasan mengapa konsumen melakukan belanja online dan bagaimana cara mereka melakukannya. Penelitian ini dilakukan dengan cara menggunakan studi literature dan menggambungkannya dengan data dari survey yang dilakukan agar mendapatkan pemahaman yang lebih baik mengenai kebiasaan belanja online. Dengan adanya penelitian ini peneliti dapat mendapatkan pemahaman yang lebih baik mengenai kebiasaan belanja online di Jakarta terhadap belanja online sebagai sebuah alat transaksi yang baru.
Due to the development of technology the number of internet users has increasing dramatically. Nowadays the numbers of online shopping in Indonesia is increasing as well as the behavior of digital consumers who enjoy online shopping along with the rapid growth of connected device that make online shopping as a convenient way of transaction. The objective of this research is not only focusing on what consumers do on the internet but also understanding the reason why they do online shopping and how they do the online shopping by using study literature and combine it with survey data in order to get a better understanding about the Jakarta online consumer behavior. Through this research we can gain a better understanding about the behavior of Jakarta online consumer towards online shopping as the new way of transaction."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-Pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Raden Siti Nabila Widya Renjani
Kesenjangan antara nilai ekspektasi dan aktual konsumer ketika terlibat dalam pengalaman belanja online = The Gaps between consumer perceived and actual value when engaging in online shopping experience
"[ ABSTRAK
Tujuan dari penelitian ini adalah untuk menelusuri nilai ekspektasi dan
kenyataan para konsumen online terhadap pengalaman saat belanja online.
Komunitas online telah menghadapi masalah dengan kepercayaan dan keamanan.
Hasilnya menjadikan konsumen tidak percaya untuk belanja online. Alat ukur
mengenai kualitas pelayanan telah digunakan untuk mengukur kesenjangan
antara nilai ekspektasi dan kenyataan para konsumen terhadap pengalaman saat
belanja online. Penelitian berdasarkan model SERVQUAL diuji kepada kelompok
penggemar belanja online di Melbourne untuk memahami aspek-aspek yang turut
berkontribusi terhadap kesenjangan diantara ekspektasi dan kenyataan para
konsumen. Singkat kata, konsumen online mencari keamanan dan jaminan
sebagai prioritas utama ketika mereka telibat dengan belanja online.
ABSTRACT The purpose of this paper is to explore the perceived and actual value of
online consumers towards online shopping experience. The problem the online
community has been dealing with was trust and security. The outcomes of those
actions were distrusts from consumers to shop online. A measurement of quality
service is used to measure the gaps between consumer?s perceived and actual
value towards online shopping experience. A research based on the SERVQUAL
model was conducted to a group of avid online consumers in Melbourne to
understand which aspect contributes the most to the gap of their expectations and
perceptions. In summary, online customers seeks security and assurance as the
top priority when engaging in online shopping experience, The purpose of this paper is to explore the perceived and actual value of
online consumers towards online shopping experience. The problem the online
community has been dealing with was trust and security. The outcomes of those
actions were distrusts from consumers to shop online. A measurement of quality
service is used to measure the gaps between consumer’s perceived and actual
value towards online shopping experience. A research based on the SERVQUAL
model was conducted to a group of avid online consumers in Melbourne to
understand which aspect contributes the most to the gap of their expectations and
perceptions. In summary, online customers seeks security and assurance as the
top priority when engaging in online shopping experience]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Siregar, Lidya Vitasya
Analisis Loyalitas Pelanggan Menggunakan Custome Lifetime Value (Studi Kasus pada Usaha Perlengkapan Bayi) = Customer Loyalty Analysis Using Customer Lifetime Value ( A Case Study of Baby Equipment SMEs)
"Kenaikan jumlah kelahiran di Indonesia pada era pandemi memberikan peluang bagi usaha perlengkapan Bayi. Bersamaan dengan ini, transaksi pembelian online pun meningkat. Penelitian ini bertujuan untuk mengetahui segmentasi nilai dari setiap segmen pelanggan menggunakan Customer Lifetime Value (CLV) dan menyusun strategi untuk setiap segmentasi pelanggan guna meningkatkan nilai daya saing usaha. Metode K-Means Clustering digunakan untuk mensegmentasi pelanggan menjadi beberapa kluster dan nilai CLV dipakai untuk menentukan nilai dari setiap segmen pelanggan dengan variabel Recency, Frequency, dan Monetary (RFM). Penyebaran kluster menggunakan Customer Value Matrix (CVM) juga dilakukan untuk memastikan karakteristik kluster. Data sekunder didapat dari transaksi penjualan. Analisa penjualan produk dilakukan dengan metode Association Rule yang menghasilkan salah satu strategi dalam Customer Development. Penelitian menghasilkan 5 kluster untuk pelanggan dengan 16 strategi untuk keseluruhan kluster. Strategi cross-selling merupakan strategi yang paling direkomendasikan.
The increase number of births in Indonesia during the pandemic era provided opportunities for baby equipment businesses. At the same time, online purchase transactions have also increased. This study aims to determine the segmentation and value of each customer segment using CLV and develop strategies for each customer segmentation in order to increase the value of business competitiveness. The K-Means Clustering method is used to segment customers into several clusters and the CLV value is used to determine the value of each customer segment with the RFM variable. Cluster deployment using CVM is also carried out to ensure cluster characteristics. Secondary data is obtained from sales transactions. Analysis of product sales is carried out using the Association Rules method which results in one of the strategies in Customer Development. The research resulted in 5 clusters for customers with 16 strategies for the whole cluster. Cross-selling strategy is the most recommended strategy"
Depok: Fakultas Teknik Universitas Indonesia, 2021
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UI - Skripsi Membership  Universitas Indonesia Library
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Savira Gabriel Evani
Analisis pengaruh consumer-website relation terhadap eWOM effectiveness: studi kasus pada Traveloka = Influence of consumer-website relation on eWOM effectiveness: study case on Traveloka
"ABSTRAK
Sebagai perusahaan Online Travel Agency, Traveloka memuat ulasan online terkait pariwisata dan akomodasi untuk membantu keputusan pembelian konsumen. Penelitian ini mengajukan konsep Online Social Network (OSN) oleh Brown, Boderick, & Lee (2007) untuk mempelajari peran eWOM pada website ulasan konsumen dengan menginvestigasi pengaruhnya terhadap proses pengambilan keputusan konsumen. Metode purposive sampling digunakan pada penelitian dengan 235 responden dan dianalisis menggunakan Structural Equation Modelling (SEM). Temuan dari penelitian ini mengungkapkan bahwa tie strength mempengaruhi attitude towards the website, dan source credibility secara positif, serta homophily mempengaruhi attitude towards eWOM Information dan source credibility secara positif. Selain itu, source credibility ditemukan memiliki peran penting kepada attitude towards eWOM Information dan attitude towards the website, dan attitude towards eWOM Information selanjutnya mempengaruhi attitude towards the website dan eWOM effectiveness secara positif. Implikasi manajerial serta rekomendasi terkait temuan tersebut akan dibahas lebih lanjut untuk penelitian selanjutnya.
ABSTRACT
As an Online Travel Agency, Traveloka provides travel and accommodation related online reviews to help consumers buying decision. This study exerts Online Social Network (OSN) model from Brown, Boderick, & Lee (20007) to study the role of eWOM on customer review website by investigating the effect on consumers decision making process. Purposive sampling was used for this research with 235 respondents and were analyzed using Structural Equation Modeling approach. Findings of this study reveals that tie strength has positive impact to attitude towards the website and source credibility, aswell as homophily has a positive impact to attitude towards eWOM Information and source credibility. Furthermore, source credibility has important role on attitude towards eWOM Information and attitude toward the website, and also attitude toward eWOM Information has a positive impact on attitude toward the website and eWOM effectiveness. Managerial implications and recommendations related to these findings are discussed for further research."
2019
S-Pdf
UI - Skripsi Membership  Universitas Indonesia Library
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Sheila Firda Annisarahma
Pengaruh Media Sosial Dan Motivasi Hedonis Terhadap Sikap Belanja Apparel Online Selama Pandemi Covid-19 = The Influence of Social Media and Hedonic Motivation on Online Apparel Shopping Attitudes during the Covid-19 Pandemic
"Penelitian ini bertujuan untuk mengetahui pengaruh hadirnya fitur belanja pada media sosial populer seperti Instagram Shopping dan TikTok Shop di Indonesia selama masa pandemi Covid-19 sebagai alternatif baru social commerce terhadap perilaku belanja impulsif dan kompulsif produk apparel. Dalam penelitian ini, peneliti mengkaji pengaruh media sosial, motivasi hedonis, kondisi berbelanja online selama pandemi Covid-19 serta peran iklim sosial komunitas pengikut social media influencer terhadap perilaku belanja impulsif dan kompulsif. Penelitian dilaksanakan menggunakan metode variance based Partial Least Square - Structural Equation Modelling (PLS-SEM) secara cross-sectional kepada 475 responden untuk menguji keterkaitan variabel Social Media Influence, Social Commerce, EWOM of Social Commerce, Hedonic (Happiness), Hedonic (Fun), Shopping in the Times of Covid-19, dan variabel moderasi Social Climate terhadap variabel dependen Impulsive Buying dan Compulsive Buying. Hasilnya, didapatkan bahwa Hedonic (Happiness) dan Shopping in the Times of Covid-19 memiliki hubungan signifikan positif terhadap perilaku Impulsive dan Compulsive buying. Hedonic (Fun) serta peran moderasi Social Climate berhubungan signifikan positif dengan Impulsive Buying. Sedangkan variabel lainnya tidak memiliki hubungan signifikan yang positif terhadap variabel Impulsive Buying dan Compulsive Buying.
This study aims to determine the effect of the presence of shopping features on popular social media namely Instagram Shopping and TikTok Shop in Indonesia during the Covid-19 pandemic as a new social commerce alternative which could affecting impulsive and compulsive shopping behavior for apparel products. In this study, the impact of social media, hedonic motivation, shopping in the times of Covid-19, and social climate of social media influencers community are observed towards impulsive and compulsive shopping behavior. The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 475 respondents observing the association of several variables: Social Media Influence, Social Commerce, EWOM of Social Commerce, Hedonic (Happiness), Hedonic (Fun) variables, Shopping in the Times of Covid-19 and Social Climate as a moderating variable towards the Impulsive Buying and Compulsive Buying as the dependent variables. The study result show that Hedonic (Happiness) and Shopping in the Times of Covid-19 had a significant positive relationship to Impulsive and Compulsive buying behavior. Hedonic (Fun) and the moderating role of Social Climate had a significant positive relationship with Impulsive Buying. Whilst the other variables do not have a positive significant relationship to the Impulsive Buying and Compulsive Buying variables."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library
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Dalila Putri Paramadani
Analisis perilaku konsumen terhadap keputusan pembelian produk fashion melalui e-commerce online shop Zalora Indonesia perilaku pembelian fashion online dan perbedaannya terhadap pembelian offline = Analysis of consumer behavior buying decision in fashion products through e commerce online shop Zalora Indonesia online fashion buying behavior and the difference of the purchase offline
"ABSTRAK
Penggunaan internet di Indonesia sudah semakin melesat terutama pada bidang e-commerce online shopping yang berhubungan dengan produk fashion. Produsen melihat penjualan secara online dapat menjadi peluang untuk meningkatkan suatu penjualan karena di zaman sekarang mempunyai toko offline dan online dapat memudahkan produsen untuk memasarkan produknya terutama di bidang fashion. Sebagai online shopping yang sudah cukup terkenal, Zalora Indonesia memiliki berbagai macam penawaran tetapi dalam melakukan pembelian online seorang konsumen juga memiliki banyak pertimbangan sebelum akhirnya memutuskan untuk membeli produk di Zalora Indonesia. Pertimbangan tersebut berdasarkan harga, pelayanan, fasilitas dan kualitas yang diberikan. Sebagai situs belanja online fashion yang terkenal Zalora Indonesia dapat memberikan pengalaman yang serupa dengan pembelian secara offline.
ABSTRACT
The use of internet in Indonesia has continuously increased in the field of e commerce online shopping mostly in the production of fashion. Producers sees a bigger opportunity in online business as nowadays having both online and offline business can increased sales mostly in the field of fashion. As one of the most popular online shopping website, Zalora Indonesia offers a lot of different key ideas to the consumer but in the process of purchasing product in online shop a consumer also have a lot of thought to put into before actually making the purchase. The factor of consideration are varies most of them are through price,service,facility and quality the shop offer. As a well known online shop,it is believed that Zalora Indonesia can give the same experience as an offline shop."
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2016
MK-pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Muhammad Al Habsyi
Analisis Peran Consumer Hope dalam Hubungan Perceived Value dengan Satisfaction, Trust, dan Commitment pada Pembelian melalui Ritel Online = Towards a Better Understanding of the Role of Consumer Hope in the Relationship between Perceived Value and Satisfaction, Trust, and Commitment on Purchases through Online Retailer
"Penelitian ini bertujuan untuk mengetahui peran consumer hope dalam menjelaskan hubungan perceived value dengan goal attainment, satisfaction, trust, dan commitment serta pengaruh moderasi customer goal attainment terhadap hubungan consumer hope dengan satisfaction, trust, dan commitment pada konteks pembelian melalui ritel online. Sampel yang digunakan dalam penelitian ini yaitu penduduk Indonesia berusia 18 tahun ke atas dan sering membeli produk fashion atau beauty secara online selama setahun terakhir. Data yang berhasil dikumpulkan adalah sebanyak 943 responden yang kemudian diolah menggunakan metode structural equation modeling (SEM). Hasil penelitian ini menunjukkan bahwa perceived brand value quality, price, social, dan emotional memiliki peran penting terhadap consumer hope. Penelitian ini juga menunjukkan consumer hope berperan penting terhadap konsekuensi positif hubungan konsumen-brand. Selain itu, goal attainment juga terbukti memoderasi secara positif hubungan antara consumer hope dan customer commitment namun tidak pada customer satisfaction dan customer trust. Saran manajerial dan penelitian selanjutnya dibahas dalam penelitian ini.
This study aims to determine the role of consumer hope in explaining the relationship of perceived value with goal attainment, satisfaction, trust, and commitment as well as the impact of customer goal attainment moderation on the relationship of consumer hope with satisfaction, trust, and commitment in the context of purchasing through online retail. The sample used in this study is that Indonesian citizens aged 18 years and over and often buy fashion or beauty products online for the past year. Data were collected from 943 respondents who were then processed using structural equation modeling (SEM). The results of this study indicate that perceived brand value quality, price, social, and emotional have an important role in consumer hope. This study also shows that consumer hope plays an important role in the positive consequences of consumer-brand relationship. In addition, goal attainment is also proven to positively moderate the relationship between consumer hope and customer commitment, but not to customer satisfaction and customer trust. Managerial implications and further research are discussed in this study."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
S-Pdf
UI - Skripsi Membership  Universitas Indonesia Library
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Fajrin Rimadhyani Firdaus
Intensi Melakukan Pembelian Online Kembali Terhadap Produk Makanan Segar di Masa Pandemi Covid-19 = Repurchase Intention of Fresh Food Online Shopping Amid Covid-19 Pandemic
"Pandemi Covid-19 mendorong perubahan perilaku konsumen semakin cepat. Banyak konsumen melakukan belanja secara online dibandingkan belanja offline. Salahsatu kategori belanja online yang mengalami peningkatan selama pandemi Covid-19 adalah belanja bahan makanan. Salah satu bahan makanan yang menjadi pilihan konsumen adalah produk segar (buah, sayur, daging, frozen food). Penelitian ini mengintegrasikan peran pengalaman online pasca pembelian yang dimiliki konsumen (post-purchase online customer experience) dengan menganalisis persepsi yang dimiliki konsumen untuk mengintensifikasi pembelian kembali yang dimiliki konsumen. Penelitian ini bertujuan untuk mengetahui niat pembelian ulang yang dipengaruhi oleh post-purchase online customer experience, customer satisfaction dan trust yang dimiliki pelanggan terhadap e-commerce. Pengambilan data dilakukan dengan menyebar kuesioner secara online untuk menjangkau konsumen produk segar di Indonesia. SEM-PLS digunakan untuk menguji dan menganalisis model penelitian dengan sepuluh hipotesis dan 605 responden. Penelitian ini menunjukkan bahwa lima dimensi post-purchase online customer experience yaitu “delivery”, “product in hand”, “packaging”, “customer support”, dan “return and exchange” berpengaruh secara positif dan signifikan terhadap customer satisfaction sedangkan “benefits” tidak berpengaruh. Customer satisfaction berpengaruh secara positif dan signifikan terhadap trust, begitu juga trust terhadap repurchase intention. Trust juga memiliki peran memediasi secara parsial customer satisfaction dengan repurchase intention. Hasil penelitian ini menunjukkan bahwa e-commerce perlu memperhatikan aspek post-purchase online customer experience untuk dapat mempertahankan pelanggan yang dimiliki.
Covid-19 has shifted Indonesia consumer’s shopping behavior, it shifted from offline shopping to online shopping. One of the online shopping categories that has increased during Covid-19 pandemi is grocery shopping. This study integrates the role of post purchase online customer experience by analyzing consumer perception to intensify their repurchase. This study aims to investigate how repurchase intention influenced by post purchase online customer experience, customer satisfaction and trust on e-commerce. An online survey was conducted in Indonesia to capture fresh food online shopper as participants. SEM PLS was utilized to test research model with ten hypothesis and analyzed data collected from 605 respondents. This study shows that five post-purchase OCE dimensions “delivery”, “product in hand”, “packaging”, “return and exchange”, and customer support significantly drive customers’ satisfaction. “Benefits” is not influential. Customer satisfaction found as significant contributor to trust. Trust revealed has significant impact to repurchase intention. Additionally, customer satisfaction partially mediated by trust to repurchase intention. The result of this study suggest that seller in e-commerce need to consider delivery, product in hand, packaging, ease of return and exchange, and responsive customer support to retain their customer."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
T-pdf
UI - Tesis Membership  Universitas Indonesia Library
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