Analisis faktor-faktor yang mempengaruhi niat pembelian kembali (studi kasus pada PT Tokopedia)

Angel, Vivian (2021) Analisis faktor-faktor yang mempengaruhi niat pembelian kembali (studi kasus pada PT Tokopedia). Masters thesis, Universitas Pelita Harapan.

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Abstract

PT Tokopedia adalah perusahaan teknologi Indonesia yang berspesialisasi dalam e-commerce. Penelitian ini bertujuan untuk menganalisis variabel pengaruh, kualitas, dan kepercayaan terhadap niat pembelian kembali serta dilihat apakah variabel harga, kualitas, dan kepercayaan memiliki pengaruh yang positif dan signifikan terhadap niat pembelian kembali. Model penelitian merupakan penelitian primer dimana peneliti mendapatkan variabel harga, kualitas, dan kepercayaan dari hasil survei yang dilakukan peneliti sebelum dimulainya penelitian ini. Metode penelitian yang digunakan adalah metode penelitian kuantitatif dengan jenis penelitian berupa explanatory, pengujian hipotesis, dan korelasional dengan pendekatan cross-sectional. Responden yang dipilih melalui probability sampling dan snowballing sampling. Data untuk hasil penelitian ini didapatkan melalui penyebaran kuesioner dengan menggunakan skala likert 1-5 menggunakan Google Form. Penelitian ini menggunakan metode PLS-SEM untuk menganalisis data. Hasil dari penelitian ini menunjukkan bahwa harga, kualitas, dan kepercayaan memberikan pengaruh yang positif dan signifikan terhadap niat pembelian kembali. Studi ini juga memberikan implikasi manajemen dan saran untuk penelitian lebih lanjut. / PT Tokopedia is an Indonesian technology company that specializes in e-commerce. This study aims to analyze the variables of influence, quality, and trust on repurchase intentions and see whether the variables of price, quality and trust have a positive and significant influence on repurchase intentions. The research model is primary research where the researcher gets the price, quality, and trust variables from the survey results conducted by the researcher before the start of this research. The research method used is a quantitative research method with the type of research in the form of explanatory, hypothesis testing, and correlational with a cross-sectional approach. Respondents were selected through probability sampling and snowballing sampling. The data for the results of this study were obtained through distributing questionnaires using a Likert scale of 1-5 using Google Form. This study uses the PLS-SEM method to analyze the data. The results of this study indicate that price, quality, and trust have a positive and significant influence on repurchase intentions. This study also provides management implications and suggestions for further research.

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