Rahmi Qurrota Aynie, - (2022) MODEL E-WOM DAN PERCEIVED VALUE DALAM MENINGKATKAN ONLINE REPURCHASE INTENTION DENGAN MEDIASI E-TRUST. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Meningkatnya pertumbuhan e-commerce di Indonesia dikarenakan adanya pembatasan sosial (physical distancing) yang berlangsung selama pandemi Covid-19 sehingga berpengaruh terhadap perubahan perilaku konsumen dan pertumbuhan industri e-commerce di Indonesia. Salah satu keberhasilan e-commerce salah satunya shopee ialah mengenai keberlanjutan pengguna atau online repurchase intention. Adapun upaya perusahaan dengan menciptakan electronic word of mouth, perceiveid value dan kepercayaan (e-trust) yang baik kepada pelanggan merupakan solusi bagi shopee. Penelitian ini bertujuan untuk mengetahui gambaran dan mengukur seberapa besar pengaruh e-wom, perceived value dan e-trust dalam meningkatkan online repurchase intention baik secara parsial ataupun simultan pada pengguna aplikasi shopee. Jenis penelitian ini adalah deskriptif verifikatif dan metode explanatory survey dengan teknik random sampling, dengan jumlah sampel sebanyak 174 responden pengguna aplikasi shopee. Teknik analisis data yang digunakan adalah analisis jalur dengan alat bantu IBM SPSS versi 26.0. Hasil menunjukkan bahwa gambaran tingkat setiap variabel berada pada kategori tinggi. Terdapat pengaruh diantara e-wom, perceived value terhadap online repurchase intention baik secara parsial maupun secara simultan dan melalui mediasi e-trust. Adanya keterbatasan penelitian, maka penulis memberi saran untuk peneliti selanjutnya menambahkan variabel lainnya yang dapat meningkatan online repurchase intention. The increasing growth of e-commerce in Indonesia is due to social restrictions (physical distancing) that took place during the Covid-19 pandemic, so that it affects changes in consumer behavior and the growth of the e-commerce industry in Indonesia. One of the successes of e-commerce, one of which is shopee, is about user sustainability or online repurchase intention. The company's efforts to create electronic word of mouth, perceived value and good trust (e-trust) to customers are solutions for shopee. This study aims to describe and measure how much influence e-wom, perceived value and e-trust have in increasing online repurchase intention either partially or simultaneously on shopee application users. This type of research is descriptive verification and explanatory survey method with random sampling technique, with a total sample of 174 respondents using the Shopee application. The data analysis technique used is path analysis using IBM SPSS version 26.0. The results show that the description of the level of each variable is in the high category. There is a positive influence among e-wom, perceived value on online repurchase intention either partially or simultaneously and through e-trust mediation. Due to the limitations of the study, the authors suggest for further researchers to add other variables that can increase online repurchase intention.
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | Link Google Scholar: Ratih Hurriyati https://scholar.google.com/citations?user=yxFS8tgAAAAJ&hl=en Vanessa Gaffar https://scholar.google.com/citations?user=hEVluO8AAAAJ&hl=en ID SINTA Dosen Pembimbing: Ratih Hurriyati : 5984336 Vanessa Gaffar : 5993246 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Perceived Value, E-Trust, Online Repurchase Intention Electronic Word of Mouth, Perceived Value, E-Trust, Online Repurchase Intention |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Rahmi Qurrota Aynie |
| Date Deposited: | 05 Sep 2022 03:29 |
| Last Modified: | 05 Sep 2022 03:29 |
| URI: | http://repository.upi.edu/id/eprint/77731 |
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