Social Commerce: Faktor-faktor yang Mempengaruhi Niat Pembelian Kembali Pelanggan dan Niat E-WOM

Salsabiela Marsya Sillia; Asmai Ishak

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15 June 2023

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30 June 2023

Published

30 June 2023

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh dari reputasi situs social commerce, kualitas informasi, kepuasan pelanggan, dan kepercayaan pelanggan terhadap niat pembelian kembali dan niat eWOM pelanggan pada situs social commerce di Indonesia. Dalam penelitian ini, populasi yang digunakan adalah pengguna social commerce di Indonesia, berusia 15-60 tahun, dengan pengalaman transaksi online minimal 3 bulan terakhir. Jumlah sampel yang didapat pada penelitian berjumlah 276 responden. Data dikumpulkan melalui kuesioner online menggunakan google form. Teknik Analisis data dilakukan dengan menggunakan metode structural equation model (SEM) dengan software AMOS 24. Hasil penelitian menunjukkan bahwa reputasi dan kualitas informasi berpengaruh positif terhadap kepuasan pelanggan. Selain itu, reputasi, kualitas informasi, dan kepuasan pelanggan juga berpengaruh positif terhadap kepercayaan pelanggan. Kepuasan pelanggan berpengaruh positif terhadap niat pembelian kembali dan niat eWOM pelanggan. Kepercayaan berpengaruh positif terhadap niat eWOM pelanggan. Namun, ditemukan hasil lain, yaitu variabel kepercayaan tidak signifikan terhadap niat pembelian kembali. Peneliti mengharapkan agar hasil dari penelitian ini dapat membantu para pihak situs social commerce dalam memperhatikan faktor-faktor penting untuk memperoleh dan mempertahankan pelanggan.

Keywords

reputasi kualitas informasi kepercayaan kepuasan niat pembelian kembali niat E-WOM

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How to Cite

Sillia, S. M., & Ishak, A. (2023). Social Commerce: Faktor-faktor yang Mempengaruhi Niat Pembelian Kembali Pelanggan dan Niat E-WOM. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(3), 1–21. Retrieved from https://journal.uii.ac.id/selma/article/view/29014

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References

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Hajli, M. (2013) “A research framework for social commerce adoption,” Information Management & Computer Security, 21(3), hal. 144–154. doi:10.1108/IMCS-04-2012-0024.

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Hellier, P.K. et al. (2003) “Customer repurchase intention: A general structural equation model,” European Journal of Marketing, 37(11/12), hal. 1762–1800. doi:10.1108/03090560310495456.

Hennig-Thurau, T. et al. (2004) “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?,” Journal of Interactive Marketing, 18(1), hal. 38–52. doi:10.1002/dir.10073.

Horppu, M. et al. (2008) “Online satisfaction, trust and loyalty, and the impact of the offline parent brand,” Journal of Product & Brand Management, 17(6), hal. 403–413. doi:10.1108/10610420810904149.

Huang, Z. dan Benyoucef, M. (2013) “From e-commerce to social commerce: A close look at design features,” Electronic Commerce Research and Applications, 12(4), hal. 246–259. doi:10.1016/j.elerap.2012.12.003.

Jaiswal, A.K., Niraj, R. dan Venugopal, P. (2010) “Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites,” Journal of Interactive Marketing, 24(3), hal. 222–238. doi:10.1016/j.intmar.2010.04.003.

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Social Commerce: Faktor-faktor yang Mempengaruhi Niat Pembelian Kembali Pelanggan dan Niat E-WOM

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