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Abstract
Zaman modern saat ini, revolusi terjadi dalam berbagai bidang kehidupan. Salah satunya dalam bidang perdagangan global. Pada suatu bidang perdagangan menumbuhkan minat beli ulang dalam diri para konsumen menjadi suatu hal yang penting. Penelitian ini meneliti tentang pengaruh motivasi hedonis, dan pengalaman pelanggan, dalam menumbuhkan minat beli ulang. Penelitian ini menggunakan metode pengambilan sampel non probabilitas sampling dengan partisipan berjumlah 200 responden. Variabel independen dalam penelitian ini adalah pengalaman pelanggan, dan motivasi hedonis. Sedangkan variabel dependennya adalah minat beli ulang. Metode pengumpulan data menggunakan kuesioner dengan teknik analisis data yang digunakan adalah structural equation modelling (SEM) menggunakan aplikasi AMOS. Hasil penelitian ini menunjukan bahwa pengalaman pelanggan, dan motivasi hedonis masing-masing tidak mempengaruhi minat beli ulang. Selanjutnya, Motivasi hedonis mempengaruhi pengalaman pelanggan.
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References
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- Wiyata, M.T., Putri, E.P. and Gunawan, C. (2020) ‘Pengaruh Customer Experience, Ease of Use, dan Customer Trust Terhadap Repurchase Intention Konsumen Situs Jual Beli Online Shopee di Kalangan Mahasiswa Kota Sukabumi’, Cakrawala, 3(1), pp. 11–21.
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References
Foster, B. (2017) ‘Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company)’, American Research Journal of Humanities and Social Sciences, 2(1), pp. 1–11.
Ghozali, I. and Ratmono, D. (2017) Analisis Multivariat dan Ekonometrika dengan Eviews 10. Semarang: Badan Penerbit Universitas Diponegoro.
Handayani, W., Musnaini, M. and Praditya, W.I. (2020) ‘Purchase Intentions of Consumer Hedonic Effect’, Jurnal Perspektif Pembiayaan dan Pembangunan Daerah, 8(1), pp. 91–100.
Hasan, A. (2013) Marketing dan Kasus-Kasus Pilihan. Yogyakarta: CAPS (Center for Academic Publishing Service).
Huang, Y.C. et al. (2011) ‘Decision making in online auctions’, Management Decision, 49(5), pp. 784–800.
Kaczmarek, L.D. (2017) Hedonic Motivation. Poland: Springer International Publishing
Kosyu, D.A. (2014) ‘Pengaruh Hedonic Shopping Motives Terhadap Shopping Lifestyle dan Impulse Buying’, Jurnal Administrasi Bisnis (JAB), 14(2), pp. 1-7.
Kotler, P. and Keller, K. (2009) Manajemen Pemasaran. Jilid 1. Edisi ke 13. Diterjemahkan oleh Bob Sabran, Jakarta: Erlangga
Morgan, N.A. and Rego, L.L. (2006) ‘The value of different customer satisfaction and loyalty metrics in predicting business performance’, Marketing Science, 25(5), pp. 426–439.
Mustikasari, A., Krisnawati, M. And Sutrisno, E. (2021) ‘Customer Experience and Repurchase Intention in Multi-Channel: Customer Satisfaction as Mediating Variable’, The Journal of Industrial Distribution & Business, 12(3), pp. 7–19.
Nasermoadeli, A., Ling, K.C. and Maghnati, F. (2013) ‘Evaluating the Impacts of Customer Experience on Purchase Intention’, International Journal of Business and Management, 8(6), pp. 128-138.
O’Brien, H.L. (2010) ‘The influence of hedonic and utilitarian motivations on user engagement: The case of online shopping experiences’, Interacting with Computers, 22(5), pp. 344–352.
Ozen, H. and Engizek, N. (2014) ‘Shopping online without thinking: Being emotional or rational?’, Asia Pacific Journal of Marketing and Logistics, 26(1), pp. 78–93.
Parcell, D. (2007) ‘Understanding customer experience [14]’, Harvard Business Review, 85(6), p. 137.
Punch, K.F. (1998) Introduction to Social Research: Quantitative and Qualitative Approaches. Sage, London.
Schmitt, B.H. (1999) Experiential Marketing, htpp://pioneer.netserv.chula.th/~ckieatvi/Fathom_Exp_Marketing.html
Setiadi, N.J. (2013) Perilaku Konsumen. Jakarta:Prenada Media Group
Terblanche, N.S. (2009) ‘Customer experiences, interactions, relationships and corporate reputation: A conceptual approach’, Journal of General Management, 35(3), pp. 5–17.
Tyrväinen, O., Karjaluoto, H. and Saarijärvi, H. (2020) ‘Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail’, Journal of Retailing and Consumer Services, 57, pp. 1-10.
Wiyata, M.T., Putri, E.P. and Gunawan, C. (2020) ‘Pengaruh Customer Experience, Ease of Use, dan Customer Trust Terhadap Repurchase Intention Konsumen Situs Jual Beli Online Shopee di Kalangan Mahasiswa Kota Sukabumi’, Cakrawala, 3(1), pp. 11–21.
Yusnidar, Samsir and Restuti, S. (2014) ‘Pengaruh Kepercayaan dan Persepsi Resiko Terhadap Minat Beli dan Keputusan Pembelian’, Jurnal Sosial Ekonomi Pembangunan, 4(12), pp. 311–329.
Zahra, N. and Sanaji, S. (2021) ‘Peran Moderasi Motivasi Hedonis pada Pengaruh Promosi Penjualan terhadap Niat Penggunaan Ulang Layanan Dompet Elektronik di Kalangan Milenial’, Jurnal Ilmu Manajemen, 9(1), p. 57-67.
Zineldin, M. (2006) ‘The royalty of loyalty: CRM, quality and retention’, Journal of Consumer Marketing, 23(7), pp. 430–437.