Antecendents dari e-wom & purchase intention pada toko online

Mulia, Dimas Awang (2016) Antecendents dari e-wom & purchase intention pada toko online. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh framing potongan harga diskon yang pada saat terjadinya kesalahan harga pada belanja online dalam upaya perbaikan kegagalan layanan. Metode penelitian ini menggunakan design A2 (kompensasi frame : absolute x presentase (%) ) x 2 ( harga barang murah x harga barang mahal) eksperimen ini untuk menguji hipotesis. Sampel penelitian ini adalah karyawan perkantoran yang berada disekitar lingkungan Ciputra World 1 Jakarta dan sekitarnya berjumlah 300 responden. Structural Equation Modeling (SEM) yang dijalankan dengan perangkat lunak AMOS, digunakan untuk menganalisis data. Hasil analisis menemukan bahwa konsumen lebih menyukai potongan harga yang dikemas dalam bentuk presentase (%) dibandingkan dengan potongan harga yang dikemas dalam bentuk nominal (Rp) (barang mahal), sedangkan pada barang murah konsumen lebih menyukai potongan harga dalam bentuk nominal dibandingkan dengan presentase., dampaknya adalah konsumen yang puas dengan kompensasi tersebut lebih mempercayai penyedia layanan dan memberikan positif eWOM. Implikasi manajerial terhadap penelitian ini diharapkan para penyedia layanan mengetahui lebih lanjut strategy yang tepat dalam memberikan pemulihan layanan, potongan harga yang kemas dalam bentuk abslute ataukah potongan harga yang dikemas dalam bentuk presentase yang dirasa akan dapat memberikan hasil yang maksimal / Purpose – The purpose of this research is to explore the joint effect of compensation frames and product – prices levels on consumer attitudinal reactions and behavioral intentions after a service failure involving online pricing error. Design/methodology/approach – A 2 (compensation frames Rupiah off versus precentages off ) x 2 (product price levels high price versus low price) between subjects factorial design was used to test the hypothese. This research sample is employees around Ciputra World Jakarta with total 300 responden. Structural equation modeling was run by AMOS software and used to analyze the data. Findings – The findings indicates that consumers perceived a price reduction for compensation framed in Rupiah term as more (less) fair than the same price reduction frame in percentage terms for high-price product (low price product-Rupiah).The higher consumer perception of compensation fairness are, the more likely consumers are to have positive post recovery satisfaction and trust consequently consumer engage in positive eWOM behavior. Practical Implication – When online retailer decide to honor their errorneous pricing on their web sites by compensating consumer with price reduction, they must learn the product price condition in which effectiveness of compensation frames can reach a higher level

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