Analisa pengaruh quality, perceived value, innovation, popularity terhadap repurchase intention melalui customer satisfaction pada pelanggan blibli di Medan

Vincent, Vincent (2022) Analisa pengaruh quality, perceived value, innovation, popularity terhadap repurchase intention melalui customer satisfaction pada pelanggan blibli di Medan. Masters thesis, Universitas Pelita Harapan.

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Abstract

Blibli adalah salah satu e-commerce di Indonesia yang berdiri pada 2011 dan berkembang pesat. Walaupun Blibli cukup popular, namun tetap adanya persaingan dari para competitor seperti shopee, Tokopedia dan lain lain. Penelitian ini bertujuan mencari faktor yang berpengaruh terhadap Repurchase Intention melalui Customer Satisfaction pelanggan Blibli khususnya di Medan. Penelitian ini bermanfaat untuk industri E-commerce khususnya untuk membuat seorang konsumen menjadi puas terhadap suatu layanan yang diberikan agar bisnis e-commerce dapat bertahan di pasar dalam jangka panjang. Penelitian ini bersifat kausal dengan metode kuantitatif dengan menggunakan software Amos 22.0 untuk membantu proses pengolahan data primer dari 100 pelanggan Blibli di Medan yang dikumpulkan dengan teknik Snowball Sampling. Dalam penelitian ini ditemukan bahwa niat untuk membeli ulang suatu produk dapat terjadi apabila pelanggan telah merasa puas yang paling dipengaruhi dengan urutan terbesar oleh Quality, Popularity, innovation dan Perceived Value. Pelanggan memiliki persepsi yang bagus terhadap Quality dan Popularity dimana variable ini memberi pengaruh yang signifikan seperti kualitas dari situs Blibli yang menarik dan mudah dipahami serta Brand Ambassador terkenal yang menjadi Icon Blibli membuat nama Blibli semakin dikenal oleh masyarakat. Variabel Innovation dan Perceived Value tidak signifikan namun tetap positif sehingga Blibli perlu membertahankan apa yang telah mereka lakukan dalam Variabel ini./ Blibli is one of the e-commerce companies in Indonesia which was founded in 2011 and is growing rapidly. Even though Blibli is quite popular, there is still competition from competitors such as Shopee, Tokopedia and others. This study aims to find factors that influence Repurchase Intention through Customer Satisfaction of Blibli customers, especially in Medan. This research is useful for the E-commerce industry, especially for making a consumer satisfied with a service provided so that the e-commerce business can survive in the market in the long term. This research is causal with a quantitative method using Amos 22.0 software to help process primary data from 100 Blibli customers in Medan which were collected using the Snowball Sampling technique. In this study it was found that the intention to repurchase a product can occur when the customer is satisfied which is most influenced in the greatest order by Quality, Popularity, Innovation and Perceived Value. Customers have a good perception of Quality and Popularity where these variables have a significant influence such as the quality of the Blibli website which is attractive and easy to understand and the famous Brand Ambassador who becomes the Blibli Icon makes Blibli's name increasingly known by the public. The Innovation and Perceived Value variables are insignificant but still positive, so Blibli needs to maintain what they have done in this variable.

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