Dewi, Ayu Savitri and Dr. Fatcur Rohman, and Raditha Dwi Vata Hapsari, (2022) Antecedent Repurchase Intention Pada Pengguna E-Commerce Marketplace Indonesia Selama Pandemi Covid-19 dengan Kelompok Usia Sebagai Variabel Moderasi (Studi Pada Pengguna E-Commerce Marketplace di Pulau Jawa). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi repurchase intention pelanggan di e-commerce marketplace pada masa pandemi Covid-19 di Pulau Jawa, Indonesia, dengan menggunakan modifikasi teori Technology Acceptance Model (TAM) dan Konsep UI/UX. Perceived ease of use, shopping experience, e-trust, dan usia merupakan variabel yang diprediksi dapat memengaruhi perilaku repurchase intention pelanggan di e-commerce marketplace selama pandemi Covid-19. Data dikumpulkan melalui survei online dari pelanggan e-commerce marketplace di Jawa yang telah memiliki setidaknya dua pengalaman membeli barang atau jasa melalui e-commerce di Jawa. Secara total, terdapat 250 responden yang valid dianalisis untuk menguji hipotesis dengan menggunakan structural equation modeling dan multi-group analysis. Hasil penelitian menunjukkan bahwa perceived ease of use, shopping experience, dan e-trust ditemukan secara signifikan memengaruhi repurchase intention di e-commerce marketplace. Studi ini juga menunjukkan bahwa e-trust memiliki peran dalam memediasi hubungan antara perceived ease of use terhadap repurchase intention dan shopping experience terhadap repurchase intention. Namun, hasil multi-group analysis tidak menemukan perbedaan yang signifikan antara shopping experience dan multi-group analysis pada kelompok usia yang berbeda. Studi ini dilengkapi dengan beberapa pembahasan, implikasi, keterbatasan, dan kesimpulan.
English Abstract
The purpose of this research is to identify factors influencing the repurchase intention of e-commerce marketplace users during the Covid-19 pandemic in Java, Indonesia using the modified theory of Technology Acceptance Model (TAM) and UI/UX concept. Perceived ease of use, shopping experience, e-trust, and age are variables predicted to influence the repurchase intention of e-commerce marketplace users during the Covid-19 pandemic. The data was harvested through online surveys to e-commerce marketplace customers in Java who have at least two experiences of purchasing goods or services through e-commerce in Java. There are 250 respondents who are valid for analysis. Here structural equation modeling and multi-group analysis were used to test the hypotheses. This study finds that perceived ease of use, shopping experience, and e-trust significantly influence repurchase intention in e- commerce marketplace. Furthermore, e-trust was found to mediate the effects of perceived ease of use on repurchase intention and shopping experience on repurchase intention. However, the results of the multi-group analysis do not indicate any significant differences between shopping experience and multi-group analysis at different age groups. This research is completed with several discussions, implications, limitations, and conclusions
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | :0422020021 |
| Uncontrolled Keywords: | e-commerce repurchase intention, perceived ease of use, shopping experience, e-trust, age, e-commerce repurchase intention, perceived ease of use, shopping experience, e-trust, age. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Jan 2023 06:52 |
| Last Modified: | 24 Jan 2023 06:52 |
| URI: | http://repository.ub.ac.id/id/eprint/196888 |
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Text (DALAM MASA EMBARGO)
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