PENGARUH USER PERCEPTION OF ONLINE RETAIL ATTRIBUTES, PRE-PURCHASE USER ATTITUDES DAN SATISFACTION TERHADAP ONLINE REPATRONAGE INTENTION PADA SITUS ONLINE SHOP

  • Yuliani Chaniago Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Online User Perception Of Online Retail Attribute, Pre-Purchase User Attitude, Post-Purchase User Attitude, Online Repatronage Intention

Abstract

Penelitian ini bertujuan untuk menguji Pengaruh User Perception of Online Retail Attribute (Perceived Usefulness, Perceived Ease Of Use, Perceived Value, Perceived Risk), Pre-purchase User Perception (Trust, Privacy Concern, Internet Literacy) dan Post-purchase User Perception (Satisfaction) terhadap Online Repatronage Intention pada situs online shop. Jenis penelitian yang digunakan adalah penelitian kausal dengan pendekatan kuantitatif. Penelitian ini menggunakan pendekatan purposive sampling, dimana sampel berupa responden yang pernah berbelanja apapun melalui website yang sama selama 1 tahun terakhir dan berpendidikan minimal SMA atau sederajat. Responden dalam penelitian ini berjumlah 390 orang. Analisis dalam penelitian ini menggunakan software SPSS versi 18.0 for Windows serta Amos versi 16.0 for Windows untuk mengujian Model Measurement dan Analisis Regresi Linier Berganda. Hasil penelitian ini menunjukkan bahwa perceived usefulness, perceived value, trust dan satisfaction memiliki pengaruh positif dan signifikan terhadap online repatronage intention. Hasil penelitian ini juga menemukan bahwa perceived ease of use, perceived risk, privacy concern dan internet literacy berpengaruh tidak signifikan terhadap online repatronage intention.

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Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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