Pengaruh consumer style inventoryterhadap re-purchase intention pada pengguna social networking sites

Khumarga, Calvina Izumi (2016) Pengaruh consumer style inventoryterhadap re-purchase intention pada pengguna social networking sites. Masters thesis, Universitas Pelita Harapan.

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Abstract

Nowadays the use of social networking sites has grown in Indonesia. Consumers originated from Indonesia generally buy their apparel products through online shopping. This research is purposed to investigate wether Indonesian consumer’s decision making style would affect their re-purchase intention using SNS by looking the influence of opinion seeking using e-WOM that available at SNS and consumer attitudes toward online social shopping behaviors itself. The initial analysis was done by pretest to 30 respondents for testing the validity and reliabilities of the questionnaires. The analysis is done by distributing actual questionnaires to 245 respondents’ online and manual deployment. The data obtained were analyzed using structural equation modeling method to get qualified construct validity and model fit. Furthermore the hypothesis was tested using structural models and testing mediation using sobel test. The results of this study found that the types of decision-making high quality consciousness, price consciousness, consciousness novelty, brand consciousness, recreational orientation, brand loyal consciousness, and confused from over choice are positively influencing the opinion seeking using e-WOM on SNS as well as social attitudes towards online shopping behavior through SNS where both of it are mediating those decision making with purchase intention using SNS. Meanwhile the type of impulsive buying decision are not influencing opinion seeking through e-WOM opinion and social attitudes towards online shopping behavior through SNS where both of these also have no effect of mediation from impulsive buying towards purchase intention using SNS. / Saat ini penggunaan social networking sites sudah berkembang di Indonesia. Konsumen Indonesia pada umumnya membeli produk pakaian melalui online shopping. Penelitian ini bertujuan untuk melihat pengaruh tipe pengambilan keputusan oleh konsumen Indonesia terhadap minat untuk membeli ulang suatu produk menggunakan SNS yang dipengaruhi oleh opini pada e-WOM yang tersedia di SNS dan sikap konsumen terhadap perilaku online social shopping itu sendiri. Analisis awal dilakukan dengan melakukan pre-test kepada 30 responden untuk pengujian validitas dan reliablitas kuisioner. itu dilakukan penyebaran kuisioner aktual kepada 245 responden secara online maupun penyebaran manual. Data yang didapat kemudian dianalisa menggunakan metode structural equation modelling dan didapatkan construct validity dan model fit yang memenuhi syarat. Selanjutnya dilakukan pengujian hipotesis menggunakan structural model dan pengujian mediasi menggunakan sobel test. Hasil penelitian ini didapatkan bahwa tipe pengambilan keputusan high quality consciousness, price consciousness, novelty consciousness, brand consciousness, recreational orientation, brand loyal consciousness, dan confused from overchoice berpengaruh positif terhadap pencarian opini menggunakan e-WOM di SNS serta sikap terhadap perilaku online social shopping melalui SNS dimana kedua hal ini memediasi tipe pengambilan keputusan tersebut diatas dengan purchase intention menggunakan SNS. Sedangkan tipe pengambilan keputusan impulsive buying tidak berpengaruh terhadap pencarian opini melalui e-WOM dan sikap terhadap perilaku online social shopping melalui SNS dimana kedua hal tersebut juga tidak memiliki pengaruh mediasi dari impulsive buying terhadap purchase intention menggunakan SNS.

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