Faktor-Faktor Terpadu yang Mempengaruhi Sikap Konsumen Terhadap Keputusan Minat Beli Ulang Berbelanja Online

Barus, Faby Izaura (2019) Faktor-Faktor Terpadu yang Mempengaruhi Sikap Konsumen Terhadap Keputusan Minat Beli Ulang Berbelanja Online. Master thesis, Universitas Internasional Batam.

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Abstract

Perdagangan online di Indonesia mengalami pertumbuhan yang sangat pesat dalam beberapa tahun terakhir. Sejumlah survei melaporkan pertumbuhan e-commerce di Indonesia termasuk tertinggi di dunia. Perkembangan industri ini di dukung oleh kemajuan industri teknologi informasi dengan melahirkan banyak startup e-commerce yang dapat diakses melalui ponsel pintar sehingga membuat aktivitas belanja online menjadi lebih mudah dan dapat dilakukan kapanpun dimanapun. Penelitian bertujuan untuk mencari tahu faktor-faktor apa saja yang mempengaruhi sikap konsumen terhadap keputusan minat beli ulang berbelanja online. Meninjau beberapa penelitian selama beberapa dekade terakhir, sebagian besar penelitian berfokus pada adopsi awal Model Penerimaan Teknologi (TAM) di awal tahap belanja online. Pada penelitian ini penulis menggunakan teori model TAM (model penerimaan teknologi) dan ECM (konfirmasi model harapan) untuk mengidentifikasi faktor apa saja yang mempengaruhi keputusan minat beli ulang secara online dengan melibatkan 400 responden dengan menggunakan teknik pengumpulan data primer dengan non-probability sampling design karena luasnya populasi penelitian. Sampel populasi merupakan masyarakat yang pernah berbelanja online minimal 2 – 6 kali dalam setahun di toko online Tokopedia, Bukalapak, Blibli dan JDID dengan total responden valid sebanyak 358 orang. Dalam penelitian ini ditemukan bahwa kepercayaan dan kepuasan adalah faktor utama dalam melahirkan niat berbelanja online kembali, hal ini mendukung model penelitian yang diajukan. ********************************************************************** Online trade-in Indonesia has experienced rapid growth in recent years. Several surveys report that e-commerce growth in Indonesia is among the highest in the world. The development of this industry is supported by the advancement of the information technology industry by giving birth for many e-commerce startups that can be accessed via smartphones, making online shopping easier and can be done anytime, anywhere. The research aims to find out what factors influence consumers' attitudes towards repurchasing decisions to shop online.Reviewing several studies over the past few decades, most of the research focuses on the initial adoption of the Technology Acceptance Model (TAM) in the early online shopping stage. In this study, the authors used the theory of the TAM model (technology acceptance model) and ECM (confirmation of expectation models) to identify what factors influenced the decision to repurchase online by involving 400 respondents using primary data collection techniques with non-probability sampling design because of the extent of the study population. The population sample is a community that has shopped online at least 2 - 6 times a year at Tokopedia, Bukalapak, Blibli and JDID online stores with a total of 358 valid respondents.In this research it was found that trust and satisfaction are the main factors in giving birth to the intention to online shopping again, this supports the proposed research model.

Item Type: Thesis (Master)
Additional Information: Similarity:
Uncontrolled Keywords: Online shopping intention again, Trust, Satisfaction, Ease of use, Perceived benefits, Confirmation.
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: School of Economic and Business > Master of Management
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 28 Apr 2020 02:39
Last Modified: 28 Apr 2020 02:40
URI: http://repository.uib.ac.id/id/eprint/2283

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