Pengaruh persepsi kemudahan, persepsi manfaat, persepsi harga, dan pemasaran internet terhadap minat pembelian ulang online pada PT Shopee Internasional Indonesia

Michella, Michella (2021) Pengaruh persepsi kemudahan, persepsi manfaat, persepsi harga, dan pemasaran internet terhadap minat pembelian ulang online pada PT Shopee Internasional Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi kemudahan, persepsi manfaat, persepsi harga, dan pemasaran internet terhadap minat pembelian ulang online pada PT Shopee Internasional Indonesia. Jenis penelitian ini adalah kuantitatif, dengan cara menyebarkan dan memberikan kuesioner dengan skala interval secara langsung kepada responden. Dalam penelitian ini ada satu subyek yaitu PT Shopee Internasional yang merupakan e-commerce terbesar di Indonesia, Hasil Penelitian ini menunjukkan bahwa terdapat pengaruh yang signifikan antara variabel persespi kemudahan terhadap pemesanan ulang online, terdapat pengaruh yang signifikan antara variabel persespi kemudahan terhadap terdapat pengaruh yang signifikan antara variabel persespi manfaat terhadap pemesanan ulang online, terdapat pengaruh yang signifikan antara variabel persespi pemasaran internet terhadap pemesanan ulang online, namun tidak terdapat pengaruh yang signifikan antara variabel persespi harga terhadap pemesanan ulang online pada penelitian ini. / This study aims to determine the effect of Perceived Ease of Use, perceived usefulness, price percetion, and idigital marketing marketing towards online repurchase interest at PT Shopee Internasional Indonesia. This type of research is quantitative, by distributing and giving questionnaires with an interval scale directly to respondents. In this study there is one subject, namely PT Shopee Internasional which is the largest e-commerce in Indonesia, the results of this study indicate that there is a significant influence between the Perceived Ease of Use variable towards online repurchase intention, there is a significant influence between the Perceived Usefulness variable towards online repurchase intention, and there is a significant influence between the perception variable of digital marketing on online repurchase intention, but there is no significant effect between the variable price perception otowards online repurchase intention in this study.

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