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"Penelitian ini dilakukan untuk melihat hubungan antara perceived risk dan intensi repurchase pada konsumen belanja online. Perceived risk diukur dengan Perceived Risk in Online Shopping (Naiyi, 2004). Sementara intensi repurchase diukur dengan Repurchase Intention Questionnaire (Chiu et al., 2008). Responden merupakan 453 mahasiswa yang pernah melakukan perbelanjaan online, dan data dikumpulkan dengan menggunakan kuesioner online. Hubungan kedua variabel dilihat dengan menggunakan teknik Pearson Correlation. Hasil penelitian menunjukkan bahwa terdapat hubungan negatif yang signifikan antara perceived risk dengan intensi repurchase, dengan r = -0.271 (p < 0.01, 2-tailed). Artinya, semakin tinggi perceived risk seseorang, semakin rendah intensi repurchase-nya. Dengan demikian, disarankan bagi bisnis e-commerce untuk meminimalisir perceived risk konsumen, dengan misalnya memberi jaminan penggantian barang. ......This study was conducted to find the relationship between perceived risk and repurchase intention in online shopping consumer. Perceived risk was measured using Perceived Risk in Online Shopping (Naiyi, 2008), and repurchase intention was measured using Repurchase Intention Questionnaire (Chiu, et al., 2008). Respondents in this study were 453 college students who shopped online, using online questionnaire. The relationship between both variables was calculated using Pearson Correlation. Based on the result of this study, there is a significant relationship between perceived risk and repurchase intention, with negative correlation, with r = -0.271 (p < 0.01, 2-tailed), which means, the higher perceived risk of someone’s own, the lower his/her intention to repurchase in the same store/vendor. Therefore, it is recommended for e-commerce businesses to minimize consumers’ perceived risk, for example, by product replacement warranty."

"ABSTRAKPenilitian ini dilakukan untuk melihat hubungan antara consumer innovativeness dan Intensi Pembelian kembali dalam perilaku belanja online pada mahasiswa. Consumer Innovativeness didefinisikan oleh Goldsmith dan Hofacker (1991 dalam Binge-Alcaniz dkkk, 2008) sebagai kecenderungan untuk menyambut dan mengadopsi produk-produk baru. Sedangkan intensi repurchase dijelaskan sebagai kemungkinan subjektif bahwa individu akan terus membeli suatu produk dari penjual atau toko online dikemudian hari (Chiu dkk, 2008). Alat ukur Consumer Innovativeness adalah Domain spesific innovativeness (Goldsmith & Hofacker dalam Binge-Alcaniz dkk, 2008), sedangkan Intensi Repurchase adalah Repurchase Intention dari Parasuraman dkk (dalam chiu dkk, 2008). Pengukuran consumer innovativeness menggunakan alat ukur Domain spesific. Responden 453 mahasiswa di daerah Jabodetabek. Metode pengambilan sampel diperoleh dengan teknik accidental sampling. Hasil menunjukkan hubungan positif yang signifikan antara consumer innovativeness dan intensi repurchase pada perilaku belanja online (r = 0.326; p = 0.000). Artinya, semakin tinggi consumer innovativeness, maka semakin tinggi intensi untuk melakukan repurchase. Implikasinya toko online perlu melakukan identifikasi pada konsumen yang memiliki karakteristik inovatif agar dapat meningkatkan intensi repurchase.

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ABSTRACT

This research was conducted to find the correlation between consumer innovativeness and repurchase intention toward online shopping behavior on college students. Consumer innovativeness defined by Goldsmith and Hofacker (In, Binge-Alcaniz et. al, 2008) as a tendency to welcome and to adopt new products, while repurchase intention refers to the subjective probability that an individual will continue to purchase products from the online vendor or store in the future (Chiu et.al, 2008). Consumer innovativeness was measured using an instrument named Domain Spesific Innovativeness (Goldsmith & Hofacker ,in Binge-Alcaniz, 2008) and Repurchase Intention was measured using an instrument by Parasuraman et. al., (2008). This research involved 453 undergraduate students around Jabodetabek. Sampling method using accidental sampling in which questionnaire was seperated through social media. The result of this research show that consumer innovativeness positively correlated with repurchase intention( r = 0.326; p = 0.000). Which means, the highest consumer innovativeness someone?s own, showing the higher repurchase interion. The implication of this research for online shop is to identify consumer with innovativeness characteristic, in order to increase their intention to repurchase."