Barokah, Lady and Riyadi, Dr., Drs, M.Si. and Safarudin Hisyam Tualeka, S.Tr.Kom., MAB. (2023) Pengaruh E-Service Quality dan Online Customer Review Terhadap Keputusan Pembelian yang Berdampak pada Minat Beli Ulang Konsumen (Survei pada Mahasiswa Universitas Brawijaya yang Melakukan Pembelian di E-Commerce Shopee). Sarjana thesis, Universitas Brawijaya.
Abstract
Tingginya minat masyarakat Indonesia untuk menggunakan internet, situasi ini membuka peluang bagi perusahaan untuk menggunakan internet dalam memasarkan produk atau jasanya melalui bisnis online. Begitupun masyarakat Indonesia yang semakin sering berbelanja online dalam memenuhi kebutuhan hidupnya. Kegiatan belanja online dapat melalui situs e-commerce yang tersedia. Munculnya berbagai e-commerce di Indonesia, termasuk Shopee, dapat membuat masyarakat menghemat waktu dan tenaga. Industri bisnis online yang berfokus pada konsumen, e-service quality menjadi penentu keputusan pembelian. Selain itu, online customer review juga mengambil peran dalam penentuan keputusan pembelian konsumen. Apabila konsumen merasakan layanan dan produk yang diterima sesuai harapan maka konsumen tidak akan ragu untuk membeli secara terus-menerus. Penelitian terdahulu yang digunakan dalam penelitian ini yaitu Labibah (2016), Elwalda & Lu (2016), Reddy & Aradhya (2017), Kamila dkk. (2019), Fachmi dkk. (2019), Sridevi & Mathivanan (2020), Guo et al. (2020), Cuong (2021), Kang et al. (2022), Wilis & Faik (2022). Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah E-Service Quality, Online Customer Review, Keputusan Pembelian, dan Minat Beli Ulang. Jumlah sampel yang digunakan sebesar 210 responden dengan teknik pengambilan sampel menggunakan purposive sampling. Metode pengumpulan data melalui kuesioner daring (online) yang sesuai dengan kriteria populasi dan sampel, yaitu mahasiswa Universitas Brawijaya yang pernah membeli melalui Shopee minimal dua kali. Analisis data yang digunakan adalah metode structural equation modelling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa e-service quality memengaruhi keputusan pembelian, online customer review memengaruhi keputusan pembelian, keputusan pembelian memengaruhi minat beli ulang, e-service quality memengaruhi minat beli ulang melalui keputusan pembelian, serta online customer review memengaruhi minat beli ulang melalui keputusan pembelian.
English Abstract
The high interest of the Indonesian people to use the internet, this situation opens opportunities for companies to use the internet to market their products or services through online business. Likewise, Indonesian people are increasingly shopping online to meet their daily needs. Online shopping activities can be through available e-commerce sites. The emergence of various e-commerce in Indonesia, including Shopee, can save people time and effort. In the online business industry that focuses on consumers, e-service quality determines purchasing decisions. In addition, online customer reviews also play a role in determining consumer purchasing decisions. If consumers feel the services and products received are as expected, consumers will not hesitate to buy continuously. Previous studies used in this research are Labibah (2016), Elwalda & Lu (2016), Reddy & Aradhya (2017), Kamila dkk. (2019), Fachmi dkk. (2019), Sridevi & Mathivanan (2020), Guo et al. (2020), Cuong (2021), Kang et al. (2022), Wilis & Faik (2022). This type of research is explanatory research with a quantitative approach. The variables used in this study are E-Service Quality, Online Customer Review, Purchase Decision, and Repurchase Intention. The number of samples used is 210 respondents with a sampling technique using purposive sampling. The data collection method is through online questionnaires that are in accordance with the population and sample criteria, namely Brawijaya University students who have purchased through Shopee at least twice. The data analysis used is the structural equation modeling (SEM) method based on Partial Least Square (PLS). The research results show that e-service quality influences purchasing decision, online customer review influences purchasing decision, purchasing decisions affect repurchasing intention, e-service quality influences repurchasing intention through purchasing decision, and online customer review affects repurchasing intention through purchasing decision.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030082 |
| Uncontrolled Keywords: | E-Commerce, E-Service Quality, Online Customer Review, Keputusan Pembelian, Minat Beli Ulang. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 16 Aug 2023 08:01 |
| Last Modified: | 16 Aug 2023 08:01 |
| URI: | http://repository.ub.ac.id/id/eprint/202494 |
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