Analisis pengaruh online shopping experience, online shopping habit, customer satisfaction dan adjusted expectation terhadap repurchase intention pada

Marcelly, Christian (2018) Analisis pengaruh online shopping experience, online shopping habit, customer satisfaction dan adjusted expectation terhadap repurchase intention pada. Masters thesis, Universitas Pelita Harapan.

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Abstract

Indonesia is one of the biggest and the fastest e-commerce growth’s country in the world. In Indonesia, Tokopedia is one of the biggest e-commerce that held the important role in economic growth. However what we should see in its development is there any intention to do online repurchase with internal support factors especially in Tokopedia. This research is to know factors that affect customers to do repurchase in Tokopedia, with variables such as, online shopping experience, online shopping habit, customer satisfaction, and adjusted expectation. Data analysis are facilitated using PLS-SEM method with SmartPLS Ver 2.0 M3. The final result conclude that online shopping experience and habit have significant and positive influenced to customer satisfaction and adjusted expectation. Besides, customer satisfaction have significant and positive influenced to online repurchase intention and adjusted expectation in onine shopping habit and experience model. One thing that important are adjusted expecation have significant and positive influenced too to online repurchase intention in online shopping experience and habit model. / Indonesia merupakan salah satu negara dengan pertumbuhan e-commerce tercepat dan terbesar di Asia Tenggara. Di Indonesia, Tokopedia merupakan salah satu e-commerce terbesar yang memegang peranan penting dalam pertumbuhan perekonomian Indonesia. Namun dalam perkembangannya kita harus melihat apakah proses pembelian secara online khususnya pada Tokopedia memiliki minat untuk melakukan pembelian kembali. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi konsumen untuk melakukan pembelian kembali di Tokopedia, dengan variabel-variabel seperti, online shopping experience, online shopping habit, customer satisfaction dan adjusted expectation. Analisis data dilakukan dengan menggunakan metode PLS-SEM melalui aplikasi SmartPLS Ver 2.0 M3. Hasil penelitian menyimpulkan bahwa online shopping experience dan habit memiliki pengaruh positif dan signifikan terhadap customer satisfaction dan adjusted expectation. Disamping itu, customer satisfaction memiliki pengaruh positif dan signifikan terhadap online repurchase intention dan adjusted expectation baik pada online shopping habit dan experience model. Satu hal lagi yang perlu diperhatikan adalah adjusted expectation juga memiliki pengaruh positif dan signifikan terhadap online repurchase intention baik pada online shopping experience dan habit model.

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