Analisis customer purchase intention dalam bisnis e- commerce perusahaan asuransi umum xyz

Hutagalung, Jessy Christina Sribuhayati (2017) Analisis customer purchase intention dalam bisnis e- commerce perusahaan asuransi umum xyz. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk melihat pengaruh information richness (IR), brand (B), extended offer (EO) serta hubungan interaksi complimentary atau substitution yang merupakan faktor moderasi yaitu : hubungan interaksi complimentary antara IR dan B, hubungan interaksi complimentary antara IR dan EO serta hubungan interaksi substitution antara B dan EO, terhadap customer purchase intention (CPI) pada penjualan produk asuransi online perusahaan asuransi umum XYZ. Responden dalam penelitian ini berjumlah 223 orang yang merupakan customer perusahaan asuransi umum XYZ yang melakukan transaksi pembelian pada situs e-commerce perusahaan tersebut. Variabel-variabel yang digunakan dalam penelitian ini menggunakan skala Likert. Teknik pengumpulan data dilakukan dengan metode probability sampling yang dilakukan dengan simple random sampling. Untuk pengolahan data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan menggunakan Smart PLS. Hasil penelitian adalah satu hipotesis diterima yaitu IR memiliki pengaruh positif dan signifikan terhadap CPI. Sedangkan lima hipotesis yang sementara ini ditolak yaitu : B, EO, interaksi complimentary antara IR dan B serta interaksi complimentary antara IR dan EO memiliki pengaruh positif tetapi tidak signifikan terhadap CPI. Untuk interaksi substitution antara B dan EO memiliki pengaruh signifikan tetapi negatif terhadap CPI sehingga hipotesis ini sementara ditolak. Hal ini menunjukkan bahwa informasi yang jelas, tepat dan lengkap dengan media informasi yang bervariasi dan menarik dimana ditampilkan dalam situs e- commerce akan meningkatkan intensi customer untuk membeli produk asuransi online / The purpose of this research is to know the influence of information richness (IR), brand (B), extended offer (EO) and interaction of complimentary or substitution which is moderating factor consisting of : complimentary interaction between IR and B, complimentary interaction between IR and EO also substitution interaction between B and EO, to customer purchase intention (CPI) regarding to selling of online insurance product of general insurance XYZ. There are 223 respondents in this research who are customers of general insurance XYZ and did buying insurance product in the web e-commerce of this company. Variables in this research use Likert scale. The method of data collection is probability sampling by simple random sampling. The data processing in this research use Structural Equation Modeling (SEM) by software Smart PLS. The result of this research is that one hypothesis is accepted or IR has positive and significant influence to CPI. For five hypothesis which are rejected temporarily are : B, EO, complimentary interaction between IR and B; complimentary interaction between IR and EO, have positive influence but not significant to CPI. Regarding to substitution interaction between B and EO has significant influence but negative to CPI thus this hypothesis is rejected temporarily. This result show that if the information has clear, precise and complete contents and displaying in various and interesting media in the web e- commerce then it will increase the intention of customer to buy online insurance product

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