Analisis Faktor-Faktor yang Mempengaruhi Niat Pembelian Ulang pada Shopee dengan Kepuasan Pelanggan sebagai Variabel Mediasi
DOI:
https://doi.org/10.46229/msdj.v4i2.524Kata Kunci:
e-commerce, shipping, brand reputation, promo cashback, satisfaction, repurchase intentionAbstrak
Penelitian ini bertujuan untuk menganalisis factor-faktor yang berpengaruh terhadap niat pembelian ulang konsumen pada Shopee dengan kepuasan pengunjung sebagai variable mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan mengumpulkan data responden melalui survei Google Form. Teknik pengambilan sampel menggunakan convenience sampling dengan total 102 responden. Teknik analisis data menggunakan model persamaan structural struktural kuadrat terkecil parsial (PLS-SEM) yang diuji menggunakan SmartPls 3.0. Hasil penelitian menunjukkan bahwa layanan pengiriman, reputasi merek, dan promo cashback berpengaruh positif terhadap kepuasan pelanggan serta berpengaruh positif terhadap niat pembelian ulang. Kepuasan pelanggan menjadi factor yang memediasi hubungan antara layanan pengiriman terhadap niat pembelian ulang, dan hubungan antara promo cashback terhadap niat pembelian ulang.
Referensi
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Amelia & Fikriyah, K. (2020). Hubungan Promo Cashback Terhadap Loyalitas Pelanggan Muslim Surabaya Dalam Pelayanan Digital Wallet OVO. Jurnal Ekonomika Dan Bisnis Islam, 3(2).
An, S., Suh, J., & Eck, T. (2019). Examining structural relationships among service quality, perceived value, satisfaction and revisit intention for airbnb guests. International Journal of Tourism Sciences, 19(3), 145–165.
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Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates Publishers.
Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics.
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Ho, C. F., & Wu, W. H. (1999, January). Antecedents of customer satisfaction on the Internet: an empirical study of online shopping. In Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers (pp. 9-pp). IEEE.
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https://databoks.katadata.co.id/datapublish/2022/08/24
https://id.wikipedia.org/wiki/Shopee
https://money.kompas.com/read/2021/09/11/191943626/pengertian-e-commerce
https://www.cnbcindonesia.com/tech/20220518114529-37-339796/pertumbuhan-shopee
https://www.liputan6.com/bisnis/read/5032523/transaksi-e-commerce-indonesia-rp-10854 triliun-di-kuartal-i-2022
Hua, N. (2016). E-commerce performance in hospitality and tourism. International Journal of Contemporary Hospitality Management.
Kalakota, R., & Whinston, A. B. (1997). Electronic commerce: a manager's guide. Addison-Wesley Professional.
Kim, J., & Lee, H. H. (2008). Consumer product search and purchase behaviour using various retail channels: The role of perceived retail usefulness. International Journal of Consumer Studies, 32(6), 619-627.
Kusumaningrum, D. A., & Setiawan, D. P. (2021). Pengaruh Promo Cashback Berbagai Jenis e-Payment Terhadap Loyalitas Konsumen (Studi Kasus: Chatime Indonesia). Jurnal Disrupsi Bisnis, 4(2), 139-147.
Luthfiana, N. A., & Hadi, S. P. (2019). Pengaruh Promosi Penjualan dan E-service Quality Terhadap Minat Beli Ulang (Studi pada Pembeli di Marketplace Shopee). Jurnal Ilmu Administrasi Bisnis, 8(2), 97-104.
Newman, J. W., & Werbel, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of marketing research, 10(4), 404-409.
Oliver, D. R., Conboy, J. E., Donahue, W. J., Daniels, M. A., & McKelvey, P. A. (1986). Patients' satisfaction with physician assistant services. Physician Assistant (American Academy of Physician Assistants), 10(7), 51-4.
Reibstein, D. J. (2002). What attracts customers to online stores, and what keeps them coming back?. Journal of the academy of Marketing Science, 30(4), 465-473.
Sanjaya, W., Rahyuda, I. K., & Wardana, I. M. (2016). Pengaruh Kualitas Produk dan Reputasi Merek terhadap Kepuasan dan Loyalitas Pelanggan Mie Instan Merek Indomie di Kota Denpasar. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 5(4), 877-904.
Setiawan, A., & Murtiningsih, D. (2018). Pengaruh Social Media Marketing, Brand Trust, Brand Reputation Terhadap Brand Loyalty. Financial Marketing Operational Human Resources, 1(01).
Stansfield, M., & Grant, K. (2003). An investigation into issues influencing the use of the internet and electronic commerce among small-medium sized enterprises. J. Electron. Commer. Res., 4(1), 15-33.
Wibawana, W. A., & Mahfudz, M. (2020). Analisis Faktor-Faktor Yang Memengaruhi Minat Pembelian Ulang (Studi pada Konsumen E-Commerce Shopee di Kota Semarang). Diponegoro Journal of Management, 9(2).
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851-858.
Amelia & Fikriyah, K. (2020). Hubungan Promo Cashback Terhadap Loyalitas Pelanggan Muslim Surabaya Dalam Pelayanan Digital Wallet OVO. Jurnal Ekonomika Dan Bisnis Islam, 3(2).
An, S., Suh, J., & Eck, T. (2019). Examining structural relationships among service quality, perceived value, satisfaction and revisit intention for airbnb guests. International Journal of Tourism Sciences, 19(3), 145–165.
Beekhuyzen, J., Hellens, L. V., & Siedle, M. (2005, July). Cultural barriers in the adoption of emerging technologies. In Proceedings of HCI International.
Cao, Y., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison. Asia Pacific Journal of Marketing and Logistics.
Carrion, C., G., Cegarra-Navarro, J. G., & Cillo, V. (2019). Tips to use partial least squares structural equation modelling (PLS-SEM) in knowledge management. Journal of Knowledge Management, 23(1), 67–89.
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates Publishers.
Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. In The SAGE Encyclopedia of Research Design. Lawrence Earlbaum Associates. https://doi.org/10.4135/9781071812082.n600
Dyerson, R., & Harindranath, G. (2007, August). ICT adoption & use by SMEs in the UK: A survey of south east. In PICMET'07-2007 Portland International Conference on Management of Engineering & Technology (pp. 1756-1770). IEEE.
Farida, N. (2018). Pengaruh Reputasi Merek, Kualitas Produk Dan Word of Mouth Terhadap Repurchase Intention Koperasi Serba Usaha (Ksu) Apikri (Studi Kasus Pada Konsumen Produk Kerajinan Ksu Apikri Yogyakarta). Jurnal Ilmu Manajemen, 15(1), 18-26.
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382.
Ghozali. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing.
Ho, C. F., & Wu, W. H. (1999, January). Antecedents of customer satisfaction on the Internet: an empirical study of online shopping. In Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers (pp. 9-pp). IEEE.
Hsu, S. H. (2008). Developing an index for online customer satisfaction: Adaptation of American Customer Satisfaction Index. Expert systems with Applications, 34(4), 3033-3042.
https://databoks.katadata.co.id/datapublish/2022/08/24
https://id.wikipedia.org/wiki/Shopee
https://money.kompas.com/read/2021/09/11/191943626/pengertian-e-commerce
https://www.cnbcindonesia.com/tech/20220518114529-37-339796/pertumbuhan-shopee
https://www.liputan6.com/bisnis/read/5032523/transaksi-e-commerce-indonesia-rp-10854 triliun-di-kuartal-i-2022
Hua, N. (2016). E-commerce performance in hospitality and tourism. International Journal of Contemporary Hospitality Management.
Kalakota, R., & Whinston, A. B. (1997). Electronic commerce: a manager's guide. Addison-Wesley Professional.
Kim, J., & Lee, H. H. (2008). Consumer product search and purchase behaviour using various retail channels: The role of perceived retail usefulness. International Journal of Consumer Studies, 32(6), 619-627.
Kusumaningrum, D. A., & Setiawan, D. P. (2021). Pengaruh Promo Cashback Berbagai Jenis e-Payment Terhadap Loyalitas Konsumen (Studi Kasus: Chatime Indonesia). Jurnal Disrupsi Bisnis, 4(2), 139-147.
Luthfiana, N. A., & Hadi, S. P. (2019). Pengaruh Promosi Penjualan dan E-service Quality Terhadap Minat Beli Ulang (Studi pada Pembeli di Marketplace Shopee). Jurnal Ilmu Administrasi Bisnis, 8(2), 97-104.
Newman, J. W., & Werbel, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of marketing research, 10(4), 404-409.
Oliver, D. R., Conboy, J. E., Donahue, W. J., Daniels, M. A., & McKelvey, P. A. (1986). Patients' satisfaction with physician assistant services. Physician Assistant (American Academy of Physician Assistants), 10(7), 51-4.
Reibstein, D. J. (2002). What attracts customers to online stores, and what keeps them coming back?. Journal of the academy of Marketing Science, 30(4), 465-473.
Sanjaya, W., Rahyuda, I. K., & Wardana, I. M. (2016). Pengaruh Kualitas Produk dan Reputasi Merek terhadap Kepuasan dan Loyalitas Pelanggan Mie Instan Merek Indomie di Kota Denpasar. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 5(4), 877-904.
Setiawan, A., & Murtiningsih, D. (2018). Pengaruh Social Media Marketing, Brand Trust, Brand Reputation Terhadap Brand Loyalty. Financial Marketing Operational Human Resources, 1(01).
Stansfield, M., & Grant, K. (2003). An investigation into issues influencing the use of the internet and electronic commerce among small-medium sized enterprises. J. Electron. Commer. Res., 4(1), 15-33.
Wibawana, W. A., & Mahfudz, M. (2020). Analisis Faktor-Faktor Yang Memengaruhi Minat Pembelian Ulang (Studi pada Konsumen E-Commerce Shopee di Kota Semarang). Diponegoro Journal of Management, 9(2).
Unduhan
Diterbitkan
2022-11-23
Cara Mengutip
Ratnawati, Yudi Haliman, & Sebastian. (2022). Analisis Faktor-Faktor yang Mempengaruhi Niat Pembelian Ulang pada Shopee dengan Kepuasan Pelanggan sebagai Variabel Mediasi. Management and Sustainable Development Journal, 4(2), 58–68. https://doi.org/10.46229/msdj.v4i2.524
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