Pengaruh Percieved benefit, percieved risk, dan online purchase intention terhadap actual purchase: Studi pada konsumen Bukalapak di daerah DKI Jakarta

Gunawan, Vania Gladys (2022) Pengaruh Percieved benefit, percieved risk, dan online purchase intention terhadap actual purchase: Studi pada konsumen Bukalapak di daerah DKI Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

E-commerce di Indonesia saat ini sedang bertumbuh dengan sangat cepat, meskipun demikian hanya beberapa perusahaan e-commerce saja yang menguasai pangsa pasar e-commerce di Indonesia, salah satu perusahaan yang kehilangan pangsa pasarnya tersebut adalah Bukalapak. Bukalapak merupakan salah satu pelopor dari e-commerce di Indonesia, meskipun demikian beberapa tahun terakhir penjualan dan antusiasme konsumen terhadap Bukalapak terus menerus menurun. Penelitian ini dilakukan untuk mencari pengaruh dari perceived benefit dan perceived risk terhadap actual purchase, yang dimediasi oleh online purchase intention, pada konsumen Bukalapak yang berdomisili di daerah DKI Jakarta. Penelitian ini termasuk kedalam jenis penelitian eksplanasi, jumlah sampel yang digunakan adalah 170 responden, teknik pengumpulan data yang digunakan adalah kuesioner, dan teknik pengolahan data yang digunakan adalah PLS-SEM. Hasil penelitian ini menemukan bahwa terdapat pengaruh yang signifikan dan positif dari perceived benefit terhadap online purchase intention dan actual purchase, selain itu terdapat juga pengaruh yang signifikan dan positif dari online purchase intention terhadap actual purchase. Sedangkan perceived risk ditemukan tidak memiliki pengaruh yang signifikan terhadap online purchase intention dan actual purchase. / E-commerce in Indonesia is currently growing very rapidly, even though only a few e-commerce companies control the market share of e-commerce in Indonesia, one of the companies that has lost its market share is Bukalapak. Bukalapak is one of the pioneers of e-commerce in Indonesia, however, in recent years sales and consumer enthusiasm for Bukalapak have continued to decline. This research was conducted to look for the effect of perceived benefits and perceived risks on actual purchases, which are mediated by online purchase intentions, for Bukalapak consumers who live in the DKI Jakarta area. This research belongs to the type of explanatory research, the number of samples used is 170 respondents, the data collection technique used is a questionnaire, and the data processing technique used is PLS-SEM. The results of this study found that there is a significant and positive effect of perceived benefits on online purchase intention and actual purchase, besides that there is also a significant and positive effect of online purchase intention on actual purchase. Meanwhile, perceived risk was found to have no significant effect on online purchase intention and actual purchase.

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