Diana Andriani, - (2024) PENGARUH PERCEIVED VALUE TERHADAP ONLINE REPURCHASE INTENTION MELALUI MEDIASI E-TRUST: Survei pada pengikut Instagram @Sociolla. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Kemudahan dalam memperoleh akses internet hingga pola konsumsi informasi menjadi digital memberikan dampak besar pada perluasan industri e-commerce. Sociolla menjadi salah satu beauty e-commerce di Indonesia yang paling terpercaya dan lengkap untuk authentic beauty products. Meskipun demikian, e-commerce Sociolla terus mengalami penurunan pendapatan. Rendahnya online repurchase intention disinyalir menjadi penyebab kerugian yang dialami Sociolla. Penelitian ini bertujuan untuk memperoleh gambaran online repurchase intention yang dipengaruhi oleh perceived value melalui mediasi e-trust. Penelitian ini menggunakan pendekatan kuantitatif dan deskriptif. Teknik sampel menggunakan purposive sampling sebanyak 425 responden pelanggan beauty e-commerce Sociolla yang tergabung dalam pengikut instagram resmi Sociolla. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil temuan menunjukkan gambaran perceived value, e-trust, dan online repurchase intention berada pada kategori tinggi. Selain itu, terdapat pengaruh positif antara variabel perceived value terhadap e-trust, perceived value terhadap online repurchase intention, e-trust terhadap online repurchase intention, dan ditemukan pula pengaruh tidak langsung antara perceived value terhadap online repurchase intention yang dimediasi oleh e-trust. Sociolla dalam e-commerce-nya diharapakan untuk terus meningkatkan perceived value agar mendorong online repurchase intention melalui e-trust dengan menggali indikator-indikator lain. The ease of obtaining internet access to the pattern of information consumption being digitalized has a major impact on the expansion of the e-commerce industry. Sociolla is one of the most trusted and complete beauty e-commerce in Indonesia for authentic beauty products. However, Sociolla e-commerce continues to experience a decline in revenue. The low online repurchase intention is allegedly the cause of the losses experienced by Sociolla. This study aims to obtain an overview of online repurchase intention which is influenced by perceived value through e-trust mediation. This research uses a quantitative and descriptive approach. The sample technique used purposive sampling of 425 respondents of Sociolla beauty e-commerce customers who are members of Sociolla's official instagram followers. The data analysis technique uses Partial Least Square-Structural Equation Modeling (PLS-SEM). The findings show that the description of perceived value, e-trust, and online repurchase intention is in the high category. In addition, there is a positive influence between the variables of perceived value on e-trust, perceived value on online repurchase intention, e-trust on online repurchase intention, and there is also an indirect influence between perceived value on online repurchase intention mediated by e-trust. Sociolla in its e-commerce is expected to continue to increase perceived value in order to encourage online repurchase intention through e-trust by exploring other indicators.
| Item Type: | Thesis (S1) |
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| Additional Information: | https://scholar.google.com/citations?hl=en&user=ot5rrO8AAAAJ&scilu=&scisig=AJY4_hMAAAAAZvCzMqzLhUsR1sqbO52JOxlsHWk&gmla=ALUCkoXTwknCZZUtQshrqYcTP33Cwo09W1k9jXQjKc_TSihIe3K88H7cVN-AtYihqpzRxx276EiXrb0AupFW0vOk1h3ZMr__YZ3jADE&sciund=15554201229310333232 ID SINTA Dosen Pembimbing: Eka Surachman: 5979141 Asep Miftahuddin: 6750370 |
| Uncontrolled Keywords: | Nilai yang Dirasakan, Pembelian Ulang, Mediasi Kepercayaan Online Perceived Value, Repurchase Intention, Mediation E-Trust |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Diana Andriani |
| Date Deposited: | 25 Sep 2024 03:57 |
| Last Modified: | 25 Sep 2024 03:57 |
| URI: | http://repository.upi.edu/id/eprint/125889 |
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