Pengaruh search convenience, evaluation convenience, transaction convenience, possesion convenience, dan post-purchase convenience terhadap consumption experience dan continued usage intention dalam m-shopping Shopee = Influence of search convenience, evaluation convenience, transaction convenience, possession convenience, and post- purchase convenience to consumption experience and continued usage intention in m-shopping Shopee

Wicaksono, Daniel Mukti (2018) Pengaruh search convenience, evaluation convenience, transaction convenience, possesion convenience, dan post-purchase convenience terhadap consumption experience dan continued usage intention dalam m-shopping Shopee = Influence of search convenience, evaluation convenience, transaction convenience, possession convenience, and post- purchase convenience to consumption experience and continued usage intention in m-shopping Shopee. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kenyamanan pencarian, kenyamanan dalam penilaian, kenyamanan transaksi, kenyamanan kepemilikan, dan kenyamanan setelah melakukan pembelian terhadap pengalaman konsumsi dan niat pembelian kembali dalam m-shopping Shopee. Penelitian ini merupakan replikasi model dari penelitian sebelumnya yang dikembangkan oleh Mahapatra (2017). Data dalam penelitian ini diperoleh dengan membagikan kuesioner kepada responden. Responden dalam penelitian ini adalah pengguna mobile shopping Shopee di Jabodetabek yang berjumlah 219 orang. Pemilihan responden menggunakan Teknik purposive sampling. Merode analisis yang digunakan adalah Partial Least Squares-Structural Equation Modelling (PLS- SEM) dengan program SmartPLS 3.0. Hasil analisis menunjukkan lima hipotesis penelitian yang didukung, diantaranya kenyamanan pencarian memiliki pengaruh positif terhadap pengalaman konsumsi, kenyamanan pencarian memiliki pengaruh positif terhadap niat pembelian kembali; kenyamanan dalam penilaian memiliki pengaruh positif terhadap pengalaman konsumsi; kenyamanan transaksi memiliki pengaruh positif terhadap niat pembelian kembali; kenyamanan setelah melakukan pembelian memiliki pengaruh positif terhadap pengalaman konsumsi. Sebagai kesimpulan, hasil hipotesis dalam penelitian ini berbeda dengan penelitian yang telah dilakukan oleh Mahapatra (2017). Perbedaan hasil hipotesis pada penelitian ini menunjukkan bahwa evaluation convenience berpengaruh positif terhadap consumption experience, evaluation convenience tidak berpengaruh positif terhadap continued usage intention, transaction convenience berpengaruh positif terhadap continued usage intention, possession convenience tidak berpengaruh positif terhadap consumption experience, dan post-purchase convenience berpengaruh positif itif terhadap consumption experience. Implikasi manajerial dari penelitian ini yaitu Shopee perlu mempertahankan untuk memberikan proses dan cara pembayaran yang fleksibel, serta harus memberikan kemudahan untuk menghubungi customer service mengenai keluhan pelanggan tentang pengembalian barang. / The purpose of this research to know the effect of service convenience, evaluation convenience, transaction convenience, possession convenience, and post-purchase convenience to consumption experience and continued usage intention in mobile shopping Shopee. This research is a replication model of previous research developed by Mahapatra (2017). The data in this study are mobile shopping Shopee users who live in Jabodetabek amounting to 219 people. Selection of respondents using purposive sampling technique. The analysis method used is Partial Least Squares-Structural Equation Modelling (PLS-SEM) with SmartPLS 3.0 program. The results of the analysis show five research hypothesis supported, including search convenience has a positive effect to consumption experience, search convenience has a positive effect to continued usage intention, evaluation convenience has a positive effect to consumption experience, transaction convenience has a positive effect to continued usage intention, post-purchase convenience has a positive effect to consumption experience. In conclusion, the results of the hypothesis in this study are different with research conducted by Mahapatra (2017). The difference in the results of the hypothesis in this study shows that convenience evaluation has a positive effect on consumption experience, evaluation convenience does not positively influence continued usage intention, transaction convenience has a positive effect on continued usage intention, possession convenience does not have a positive effect on the consumption experience, and post-purchase convenience has an effect positive to consumption experience. The managerial implication of this research is that Shopee need to maintain flexible payment for customer, and Shopee should make it easy to contact customer service regarding customer complaints about returning goods.

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Thesis (Bachelor)

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