The effect of curiosity and technology acceptance model on tokopedia repurchase intention in surabaya through perceived hedonic value

Lauwanto, Erick (2017) The effect of curiosity and technology acceptance model on tokopedia repurchase intention in surabaya through perceived hedonic value. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Online shopping is taking over new era of shopping. Buying product or service from online store then the products or service come to our doorstep in easy click with no hard effort and avoid unproductive, inefficient time spent. Become aware, able formulate and even predict future of what is happening and what is new would be the one of invaluable future asset to the marketing department. Evokes curiosity is one of the play of the Tokopedia advertising in order to integrate their marketing to outreach customers. Emotional process of buying products or services usually called Perceive Hedonic Value includes in this research. This study described the effect of Curiosity and Technology Acceptance Model on Tokopedia Repurchase Intention in Surabaya through Perceive Hedonic Value. One hundred twenty respondents answered a self-constructed questionnaire via google forms and questionnaire paper, only one hundred respondents used in this study. Nine hypotheses were analyzed using simple and multiple linear regression models. The results of this study showed that 6 accepted and 3 rejected hypotheses, Curiosity has significant effect on Perceived Hedonic Value, Perceive Ease of Use has significant effect on Perceive Usefulness, Perceive Hedonic Value and Perceive Ease of Use have significant effect on Attitude, Curiosity and Perceive Usefulness has insignificant effect on Attitude. Perceive Hedonic and Perceive Usefulness have significant effect on Repurchase Intention while Attitude has insignificant effect on Repurchase Intention. The recommendations were to improve the quality of advertising in the field of evokes curiosity even more to have such repurchase intention through fun and good feeling in the process of buying with consistent promotions, discount or events. Other recommendation was how to the website become as easier to use as possible to have such website that enables needs and wants faster also accessible everywhere, anytime so the website become useful to promote repurchase intention in better outcome in the future / Berberlanja online mulai mengambil alih di era baru berbelanja. Membeli produk atau jasa dari toko online kemudian barang produk atau jasa langsung hadi didepan pintu rumah kita dengan hanya klik tanpa susah payah dan menghindari waktu yang tidak produktif serta tidak efisien. Untuk mengetahui kondisi, bisa merumuskan dan bahkan meramalkan apa yang sedang terjadi dan apa yang baru akan menjadi aset tak ternilai masa depan bagi bagian pemasaran. Menonjolkan rasa keingintahuan adalah salah satu cara periklanan Tokopedia untuk mengintegrasikan pemasaran mereka ke pelanggan penjangkauan. Proses berbelanja produk atau jasa dengan adanya ikut serta emosional atau perasaan yang biasa disebut Perceive Hedonic Value termasuk dalam penelitian ini. Studi ini meneliti tentang efek Rasa Penasaran dan Model Penerimaan Teknologi dalam Pembelian kembali di Tokopedia di Surabaya melalui Persepsi Nilai Hedonik. Seratus dua puluh responden menjawab kuesioner mandiri melalui formulir google dan kuesioner, hanya seratus responden yang digunakan dalam penelitian ini. Sembilan hipotesis dianalisis dengan menggunakan model regresi linier tunggal dan ganda. Hasil penelitian ini menunjukkan 6 hipotesis yang diterima dan 3 ditolak, Rasa Keingintahuan signifikan terhadap Pesepsi Nilai Hedonik, Persepsi Kemudahan Guna signifikan terhadap Persepsi Kegunaan, Perceive Nilai Hedonik dan Persepsi Kemudahan Guna signifikan terhadap Sikap, Rasa Keingintahuan dan Persepsi Kegunaan tidak berpengaruh signifikan pada Sikap. Persepsi Nilai Hedonik dan Persepsi Kegunaan signifikan terhadap Pembelian Kembali sementara Sikap tidak berpengaruh signifikan terhadap Pembelian kembali. Rekomendasi utama untuk meningkatkan kualitas iklan di bidang Rasa Penasaran untuk membangkitkan rasa ingin tahu yang lebih besar untuk memiliki niat membeli kembali melalui perasaan bahagia dan senang dalam proses pembelian dengan promosi, diskon, atau acara yang diadakan secara konsisten. Rekomendasi lain adalah bagaimana situs web menjadi lebih mudah digunakan semaksimal mungkin agar menjadi website yang mampu menyediakan kebutuhan dan keinginan lebih cepat, juga bisa diakses dimana saja dan kapanpun, website Tokopedia menjadi bermanfaat untuk keperluan pembelian kembali dengan hasil yang lebih baik di masa depan

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