Analisis pengaruh brand benefit (functional benefit,experiental benefit, symbolic benefit, monetary benefit) dan system characteristic ( system quality, information quality) terhadap repurchase intention melalui parasocial interaction dan perceived usefuness pada aplikasi traveloka di kota Surabaya

Runudalie, Brandon Gerald (2019) Analisis pengaruh brand benefit (functional benefit,experiental benefit, symbolic benefit, monetary benefit) dan system characteristic ( system quality, information quality) terhadap repurchase intention melalui parasocial interaction dan perceived usefuness pada aplikasi traveloka di kota Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Seiring berkembangnya teknologi Industri di Indonesia, Industri ecommerce di Indonesia juga terus berkembang. E-Commerce secara umum dapat diartikan sebagai transaksi jual beli secara elektronik melalui media internet. Dengan adanya internet, perusahaan dapat menjual produk atau jasanya secara online yang disebut dengan layanan e-commerce. Traveloka adalah salah satu perusahaan yang bergerak di bidang tersebut. Kehadiran Traveloka memudahkan konsumen dalam membandingkan harga tiket pesawat dan hotel. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Brand Benefit (Functional Benefit, Experiental Benefit, Symbolic Benefit, Monetary Benefit) dan System Characteristic (System Quality, Information Quality) terhadap Repurchase Intention melalui Parasocial Interaction dan Perceived Usefulness pada aplikasi Traveloka di kota Surabaya. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Parasocial Interaction dan Perceived Usefulness sehingga meningkatkan Repurchase Intention yang pada akhirnya akan meningkatkan pembelian aktual dari perusahaan Traveloka. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 135 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengetahui Traveloka dan pernah melakukan pembelian di Traveloka dalam kurun waktu 3 bulan terakhir. Hasil penelitian menunjukkan bahwa variabel Functional benefit berpengaruh positif, tetapi tidak signifikan terhadap Parasocial Interaction dengan koefisien regresi sebesar 0.53 dan C.R. sebesar 0.347; variabel Experiental benefit berpengaruh positif, tetapi tidak signifikan terhadap Parasocial Interaction dengan koefisien regresi sebesar 0.125 dan C.R. sebesar 0.603; variabel Symbolic benefit berpengaruh signifikan terhadap Parasocial interaction dengan koefisien regresi sebesar 0.856 dan C.R. sebesar 4.138; variabel Monetary benefit berpengaruh positif, tetapi tidak signifikan terhadap Parasocial interaction dengan koefisien regresi sebesar 0.107 dan C.R. sebesar 0.467; variabel System quality berpengaruh signifikan terhadap Perceived usefulness dengan koefisien regresi sebesar 0.484 dan C.R. sebesar 3.570; variabel Information quality berpengaruh signifikan terhadap Perceived usefulness dengan koefisien regresi sebesar 0.397 dan C.R. sebesar 2.987; variabel Parasocial Interaction berpengaruh signifikan terhadap Repurchase intention dengan koefisien regresi sebesar 0.471 dan C.R. sebesar 5.031; variabel Perceived usefulness berpengaruh signifikan terhadap Repurchase intention dengan koefisien regresi sebesar 0.567 dan C.R. sebesar 5.495 / The rapid development of technology becomes an opportunity for companies to grow their business. One of the most useful technological innovations is the internet. With the internet, companies can sell their products or services online called e-commerce services. Traveloka is one of the companies engaged in the field. The presence of Traveloka facilitate consumers in comparing the price of airline tickets and hotels. The purpose of this study was to determine the effect of Perceived Usefulness, Perceived Ease of Use, Compatibility, Emotional Value, Price Value, and Functional Value and the influence of Behavioral Intention against Actual Usage. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of Behavioral Intention so as to increase Actual Usage that will eventually form the success of the company in the long run. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 205 respondents with the characteristics of male and female respondents aged 18-60 years, know about Traveloka and buy ticket from Traveloka at least 6 months and live in Surabaya. The results showed that Perceived Ease of Use with regression coefficient of 0.380 positive and significantly affect Perceived Usefulness; Perceived Usefulness with regression coefficient of 0.413, Perceived Ease of Use with regression coefficient of 0.418, and Compatibility with regression coefficient of 0.273 positive and significantly affect Emotional Value; Perceived Usefulness with regression coefficient of 0.311, Perceived Ease of Use with regression coefficient of 0.318, and Compatibility with regression coefficient of 0.173 positive and significantly affect Price Value; Perceived Usefulness with regression coefficient of 0.498, Perceived Ease of Use with regression coefficient of 0.303, and Compatibility with regression coefficient of 0.164 positive and significantly affect Functional Value; Emotional Value with regression coefficient of 0.242, Price Value with regression coefficient of 0.187, dan Functional Value with regression coefficient of 0.523 positive and significantly affect Behavioral Intention, and Behavioral Intention with regression coefficient of 0.485 positive and significantly affect Actual Usage

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