Pengaruh disonansi kognitif terhadap loyalitas dengan evaluasi sebagai variabel interverning (Studi pada para pembeli online e-commerce) = The effect of cognitive dissonance to loyalty with evaluation as intervening variable (Study on e-commerce online buyers)

Sutandi, Andi (2022) Pengaruh disonansi kognitif terhadap loyalitas dengan evaluasi sebagai variabel interverning (Studi pada para pembeli online e-commerce) = The effect of cognitive dissonance to loyalty with evaluation as intervening variable (Study on e-commerce online buyers). Masters thesis, Universitas Pelita Harapan.

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Abstract

Pandemik Covid-19 membawa seluruh masyarakat Indonesia bahkan dunia beradaptasi dengan dunia digital. Merebaknya fenomena belanja online membawa dampak positif maupun negatif. Salah satunya adalah bagaimana cara penjual mempertahankan loyalitas pembeli ditengah perubahan dari belanja offline dan online. Karena saat belanja online pembeli tidak melihat langsung barang yang mereka beli. Sehingga menimbulkan kemungkinan besar mereka mengalami disonansi kognitif setelah pembelian yang diakibatkan barang yang dibelinya tidak sesuai dengan yang dipersepsikan. Melihat fenomena tersebut peneliti tertarik untuk meneliti lebih jauh apakah ada pengaruh disonansi kognitif terhadap loyalitas dalam kajian pada para pembeli online di Indonesia, dan untuk lebih mendalami pembahasan ini peneliti juga akan menguji variabel antara yaitu proses evaluasi setelah pembelian yang diduga memiliki pengaruh tidak langsung untuk pembeli. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survey. Pengumpulan data penelitian dilakukan dengan data primer, yaitu responden penelitian yang mengisi kuesioner yang berisikan skala variabel penelitian, serta data sekunder berupa studi kepustakaan dan dokumentasi. Hasil penelitian menunjukkan bahwa ada hubungan langsung dan tidak langsung yang signifikan secara parsial maupun simultan antara variabel disonansi kognitif dengan variabel loyalitas. / The Covid-19 pandemic has brought all Indonesian people and even the world to adapt to the digital world. The spread of the phenomenon of online shopping brings both positive and negative impacts. One of them is how sellers maintain buyer loyalty during changes from offline and online shopping. Because when shopping online, buyers don't see the goods they buy directly. This raises the possibility that they will experience cognitive dissonance after the purchase due to the goods purchased are not in accordance with what is perceived. Seeing this phenomenon, researchers are interested in further investigating whether there is an effect of cognitive dissonance on loyalty in studies of online shoppers in Indonesia, and to further deepen this discussion, researchers will also examine the intermediate variable, namely the evaluation process after purchase which is thought to have an indirect effect on buyers. This study uses a quantitative approach with survey research methods. The research data was collected using primary data, namely research respondents who filled out a questionnaire containing the scale of research variables, as well as secondary data in the form of library research and documentation. The results showed that there was a significant direct and indirect relationship partially or simultaneously between the cognitive dissonance variable and the loyalty variable.

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