MODEL E-REPURCHASE INTENTION BERBASIS MOBILE AUGMENTED REALITY ADVERTISING

Senny Handayani Suarsa, - (2023) MODEL E-REPURCHASE INTENTION BERBASIS MOBILE AUGMENTED REALITY ADVERTISING. S3 thesis, Universitas Pendidikan Indonesia.

Baca Full Text klik disini
[img] Text
D_PEKO_1808736_Title.pdf
Download (615kB)
[img] Text
D_PEKO_1808736_Chapter 1.pdf
Download (491kB)
[img] Text
D_PEKO_1808736_Chapter 2.pdf
Restricted to Staf Perpustakaan
Download (966kB)
[img] Text
D_PEKO_1808736_Chapter 3.pdf
Download (697kB)
[img] Text
D_PEKO_1808736_Chapter 4.pdf
Restricted to Staf Perpustakaan
Download (2MB)
[img] Text
D_PEKO_1808736_Chapter 5.pdf
Download (209kB)
[img] Text
D_PEKO_1808736_Appendix.pdf
Restricted to Staf Perpustakaan
Download (3MB)
Official URL: http://repository.upi.edu/

Abstract

Tujuan penelitian adalah untuk mengembangkan model niat membeli kembali konsumen pada marketplace kosmetik di Indonesia melalui pendekatan aplikasi Mobile Augmented Reality Advertising (MARA). Faktor yang teridentifikasi dalam penelitian antara lain advertising value, e-customer experience, e-customer trust, dan e-customer satisfaction. Metode pengambilan data berupa kuesioner, sedangkan metode pengolahan data menggunakan analisis data sederhana dengan SPSS dan Structure Equation Model (SEM) dengan aplikasi SmartPLS 3. Sampel diambil sebanyak 214 orang responden yang berasal dari seluruh Indonesia. Hasil penelitian menunjukkan bahwa advertising value memiliki pengaruh yang positif dan signifikan terhadap e-repurchase intention melalui e-customer experience dan e-customer trust. Kedua variabel ini mampu menjadi variabel mediasi antara advertising value terhadap e-repurchase intention. Namun demikian, advertising value tidak signifikan terhadap e-repurchase intention melalui e-customer satisfaction. Artinya, e-customer satisfaction tidak mampu menjadi variabel mediasi antara advertising value dengan e-repurchase intention. Berdasarkan hasil penelitian tersebut telah ditemukan model baru untuk meningkatkan e-repurchase intention berbasis MARA yaitu melalui e-customer experience dengan peningkatan dimensi interactivity. Artinya, jika advertising value ditingkatkan secara menyeluruh melalui e-customer experience, dan e-customer trust maka akan terdapat implikasi peningkatan pada e-repurchase intention. The research aims to develop a consumer repurchase intention model in Indonesia's cosmetics marketplace through the Mobile Augmented Reality Advertising (MARA) application approach. The factors identified in this research are advertising value, e-customer experience, e-customer trust, and e-customer satisfaction. The data collection method was a questionnaire, while the data processing method used simple data analysis with SPSS and Structure Equation Model (SEM) with the SmartPLS 3 application. Two hundred fourteen respondents were taken as samples from all over Indonesia. The study results show that advertising value positively and significantly affects e-repurchase intention through e-customer experience and e-customer trust. These two variables can mediate between advertising value and e-repurchase intention. However, advertising value is not significant to e-repurchase intention through e-customer satisfaction. It means that e-customer satisfaction cannot be a mediating variable between advertising value and e-repurchase intention. Based on the results of this study, a new model has been found to increase e-customer repurchase intention based on MARA, namely through e-customer experience with increased interactivity dimensions. That is, if the advertising value is increased through e-customer experience and e-customer trust, there will be implications for increasing e-repurchase intention.

Item Type: Thesis (S3)
Additional Information: https://scholar.google.com/citations?hl=id&user=WgNhANAAAAAJ SHINTA ID: 5984336 SHINTA ID: 5991816 SHINTA ID: 5993246
Uncontrolled Keywords: Advertising Value; e-Customer Experience; e-Repurchase Intention; e-Customer Satisfaction; e-Customer Trust; Kosmetik; Marketplace Advertising Value; e-Customer Experience; e-Repurchase Intention; e-Customer Satisfaction; e-Customer Trust; Cosmetics; Marketplace
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
H Social Sciences > HG Finance
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > S3 Manajemen
Depositing User: Senny Handayani Suarsa
Date Deposited: 14 Sep 2023 04:44
Last Modified: 14 Sep 2023 04:44
URI: http://repository.upi.edu/id/eprint/100084

Actions (login required)

View Item View Item