PENGARUH SHOPPING EXPERIENCE TERHADAP REPURCHASE INTENTION : Survei Pada Konsumen Situs E-commerce Lazada.co.id Di Indonesia

Dewi, Vicky Astria (2017) PENGARUH SHOPPING EXPERIENCE TERHADAP REPURCHASE INTENTION : Survei Pada Konsumen Situs E-commerce Lazada.co.id Di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Studi yang dilakukan E-commerce Foundation pada 31 Negara tahun 2016 menunjukkan pertumbuhan pendapatan e-commerce Business to Consumer (B2C) yang menurun pada tahun 2013-2016 dan studi yang dilakukan eMarketer pada tahun 2016 menunjukkan jumlah penjualan e-commerce Business to Consumer (B2C) mengalami penurunan dari tahun 2012-2016 pada 22 Negara termasuk Indonesia. Permasalahan global tersebut mengindikasi sangat rendahnya repurchase intention pada perusahaan e-commerce. Permasalahan ini terjadi pada perusahaan e-commerce Lazada. Solusi yang dapat dilakukan oleh adalah dengan meningkatkan strategi pemasaran berupa shopping experience yang dapat mempengaruhi repurchase intention konsumen untuk melakukan pembelian ulang. Penelitian ini bertujuan untuk mengetahui pengaruh shopping experience yang memiliki dimensi dasar yaitu: sensory, cognitive, emotional, pragmatis, dan relational terhadap repurchase intention pada konsumen situs e-commerce Lazada.co.id di Indonesia. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik cluster random sampling sebanyak 310 responden. Teknik analisis data yang digunakan adalah path analysis dengan alat bantu software komputer SPSS 22.0 for Windows. Hasil temuan dalam penelitian ini menunjukkan bahwa gambaran shopping experience dalam kategori cukup bagus, gambaran dimensi shopping experience dalam kategori cukup bagus, gambaran repurchase intention dalam kategori cukup tinggi, dan repurchase intention dipengaruhi oleh shopping experience. ----------- Study conducted by the E-commerce Foundation in 31 countries in 2016 shows the declining growth of e-commerce of Business to Consumer in 2013-2016 and eMarketer's study in 2016 shows the number of sales of e-commerce Business to Consumer (B2C) Increase from 2012-2016 in 22 countries including Indonesia. The global problems indicate the very low repurchase intention on e-commerce companies. This problem occurs in the e-commerce company Lazada. The solution that can be done is to improve the marketing strategy of the shopping experience that may affect the repurchase of the consumer's intention to repurchase. This study aims to determine the shopping experience that has a basic dimension that is: sensory, cognitive, emotional, pragmatic, and relational to repurchase intention on consumer sites Lazada.co.id e-commerce in Indonesia. The type of research used is descriptive verifikatif, the method used is explanatory survey with cluster random sampling technique as much as 310 respondents. Data analysis technique used is path analysis with computer software tool SPSS 22.0 for Windows. The findings in this study show the picture of shopping experience in the category is quite good, the picture of purchase intention goods in the category is quite high, and repurchase intention experience by shopping experience.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S MBS DEW p-2017; Pembimbing: I. Agus Rahayu, II. Dian H Utama; NIM: 1204004
Uncontrolled Keywords: Shopping Experience, Repurchase Intention, E-commerce, E-commerce B2C.
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Mr. Arif Rezkyana Nugraha
Date Deposited: 07 Aug 2018 08:52
Last Modified: 07 Aug 2018 08:52
URI: http://repository.upi.edu/id/eprint/30475

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