Nisa’, Alifatul and Prof.Dr.Ir. Djoko Koestiono, MS. and Andrean Eka Hardana, SP., MP., M. BA. (2022) Pengaruh Online Store Image Terhadap Purchase Intention Di Toko Online Marketplace Abc. Sarjana thesis, Universitas Brawijaya.
Abstract
Permasalahan yang dihadapi oleh pelaku usaha di pasar online adalah bagaimana memenangkan persaingan pasar online sementara produk yang dijual tidak dapat dinilai langsung oleh pengunjung. Tingginya aktivitas belanja online ditandai dengan peningkatan kegiatan belanja online di tahun 2021 sebesar 320% dibandingkan tahun 2020 (BPS, 2020) membuka peluang usaha di pasar online salah satunya di Marketplace ABC. Namun peningkatan persaingan antar peagang online juga terjadi karena munculnya pedagang-pedagang baru. Selain itu, persaingan ketat di pasar online seperti marketplace ABC hanya berjarak satu klik antar pedagang dimana pengunjung dapat dengan cepat berpindah dari satu toko online ke toko online lain dalam marketplace ABC. Guna menghadapi hal tersebut, penjual online perlu memberikan insentif kepada pengunjung toko melalui serangkaian atribut toko guna membentuk citra toko online yang positif. Pembentukan citra toko positif diharapkan mampu menarik minat beli pengunjung sehingga tujuan usaha dapat tercapai. Oleh karena itu tujuan dari penelitian ini adalah menganalisis pengaruh online store image terhadap purchase intention di toko online Marketlace ABC. Objek penelitian adalah toko online yang ada di Marketplace ABC dengan menggunakan dimensi store image berupa e-merchandise, e-atmosphere, e- services, dan e-promotion. Penelitian dilakukan secara kuantitatif di antara bulan Juli-Agustus 2021. Metode penentuan responden pada penelitian dilakukan dengan teknin non probability sampling dengan metode purposive sampling dengan jumlah sampel sebanyak 100 responden. Data pada penelitian diperoleh dari hasil penyebaran kuesioner secara online menggunakan Google form kepada mahasiswa aktif agribisnis Universitas Brawijaya. Data hasil dari penyebaran kuesioner dianalisis menggunakan metode SEM-PLS dengan bantuan software WarpPLS 7.0. Online store image merupakan konstruk second order sehingga analisis data dilakukan dengan dua tahap. Analisis pada tahap first order dilakukan untuk mengevaluasi indikator pada dimensi online store image yang berbentuk reflektif. Tahap pengukuran first order juga dilakukan untuk memperoleh skor yang nantinya dianalisis pada tahap second order untuk mengevaluasi pengaruh online store image terhadap variabel laten online store image dengan arah indikator formatif. Data hasil analisis akan menunjukkan secara deskriptif karakteristik responden pada penelitian yang dilakukan. Analisis kuantitatif dilakukan untuk menganalisis model pengukuran SEM-PLS untuk model pengukuran (outer model) dan model structural (inner model). Hasil analisis data menggunakan WarpPLS 7.0 menunjukkan bahwa indikator pada masing-masing dimensi online store image telah memenuhi kriteria uji validitas dan reliabilitas. Hasil analisis pada tahap second order untuk dimensi online store image menunjukkan bahwa seluruh dimensi online store image secara positif dan signifikan mengukur online store image di marketplace ABC. Dimensi e-merchandise menjadi dimensi terkuat yang mengukur online store image di marketplace ABC sebesar 32,5%. ii Hasil analisis jalur pada variabel laten online store image terhadap purchase intention menunjukkan adanya pengaruh positif dan signifikan antara online store image terhadap purchase intention sebesar 48,9%. Berdasarkan hasil penelitian maka penjual di toko online marketplace ABC disarankan dapat memaksimalkan performa toko dengan mempertimbangkan dimensi online store image berupa e- merchandise, e-atmosphere, e-services, dan e-promotion untuk dapat menarik minat beli konsumen di toko online yang dimiliki. Penelitian sejenis di masa depan diharapkan dapat memperluas penelitian dengan menggunakan dimensi online store image yang lebih banyak dengan indikator yang yang beragam disesuaikan dengan jenis marketplace yang dipilih serta pengaruhnya terhadap aspek lain seperti keputusan pembelian aktual, kepuasan, atau loyalitas yang tidak dibahas pada penelitian ini.
English Abstract
The problem in the online marketplace is how to win the competition between the business actors while the products in online store can not be directly assessed by visitors. The growth of online shopping activity showed by an increase 320% in 2021 compared to 2020 (BPS, 2020). This data shows that the business actors have big opportunity in the online marketplace. However, the online business actors faced the fierce cometition especially because of the new sellers in online marketplace. The business actors in online marketplace face the challenge of attracting vitisots to their store. In addition, the fierce competition of online markets such as marketplace ABC is only one click away where visitors can quickly move from one online store to another in the marketplace ABC. To deal with this, sellers need to provide incentives to store visitors through the store attributes to get positive online store image. A positive online store image is expected to attract visitors so that business goals can be achieved. Therefore, the purpose of this study is to analyze the effect of online store image on purchase intention at the Marketlace ABC online store. The object of this research is the online store in the Marketplace ABC using online store image dimensions such as of e-merchandise, e-atmosphere, e- services, and e-promotion. The study was carried out quantitatively on July to August 2021. The sampling technique in this research used purposive sampling method with 100 respondents. The data in this research were obtained from the results of distributing questionnaires using Google forms that shared to the students of agribusiness Universitas Brawijaya. The data from the distribution of questionnaires were analyzed using the SEM-PLS method by WarpPLS 7.0. The online store image is the second order of constructs and the data analysis is carried out in two stages. The analysis at the first order stage is carried the reflective indicators on the dimensions of the online store image. The first order measurement is also carried out to obtain the score that will be analyzed at the second order stage for online store image variable that have formative indicators. The results of data analysis will show descriptively for the characteristics of the respondents in this research. The quantitative analysis was conducted to analyze the SEM-PLS measurement model for the measurement model (outer model) and structural model (inner model). The results of data analysis using WarpPLS 7.0 showed that the indicators on each dimension of online store image have met the validity and reliability test criteria. The results of the analysis at the second order stage for the online store image dimensions show that all online store image dimensions positively and significantly measure online store images in the Marketplace ABC. The e- merchandise dimension is the strongest dimension that measures 32,5% of online store image in the Marketplace ABC. The results of the path analysis on the online iv store image variable on purchase intention, show that online store image has 48,9% positive and significant effect on purchase intention in Marketplace ABC. The results based on the research, sellers at the ABC marketplace online store are advised to maximize store performance by considering the dimensions of the online store image such as of e-merchandise, e-atmosphere, e-services, and e- promotion to attract the visitors purchase intention in online stores they have. And for the future research can be expanded by using more dimensions of online store images with various indicators adjusted to the type of marketplace that will be selected and and try to find the influence on other aspects such as actual purchase decisions, satisfaction, or loyalty which are not discussed in this research.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522040030 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Jul 2022 03:19 |
| Last Modified: | 18 Jul 2022 03:19 |
| URI: | http://repository.ub.ac.id/id/eprint/192163 |
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