Pengaruh Persepsi Nilai dan Persepsi Risiko Terhadap Niat Beli Konsumen Menggunakan Cash on Delivery: E-commerce Indonesia

Rafsanjani, Fawaid (2022) Pengaruh Persepsi Nilai dan Persepsi Risiko Terhadap Niat Beli Konsumen Menggunakan Cash on Delivery: E-commerce Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi mengakomodasi salah satunya kegiatan perdagangan jual-beli berbasis internet bernama e-commerce. Penggunaan Cash on Delivery merupakan salah satu metode pembayaran yang dapat digunakan di e-commerce. Saat ini penggunaan Cash on Delivery berkembang pesat di beberapa negara lain. Penggunaan Cash on Delivery di Indonesia mulai banyak diminati oleh konsumen saat berbelanja secara online. Dalam pemilihan penggunaan Cash on Delivery tentunya konsumen perlu untuk melihat dari persepsi nilai dan persepsi risiko dalam pembelian. Tujuan penelitian ini untuk mencari pengaruh persepsi nilai dan persepsi risiko terhadap niat beli konsumen menggunakan Cash on Delivery. Data yang digunakan dalam penelitian ini menggunakan data primer yang dikumpulkan dari responden berusia 18-35 tahun secara online melalui kuesioner. Sampel terkumpulkan sebanyak 107 responden dan kemudian dilakukan analisis data menggunakan analisis deskriptif dan uji PLS-SEM. Temuan dari penelitian Ini adalah variabel nilai utilitarian dan nilai hedonis memiliki pengaruh terhadap niat beli konsumen menggunakan COD. Implikasi yang dapat diberikan kepada piha e-commerce adalah agar dapat memberikan edukasi, mengkaji kebijakan, serta mengadakan promosi terhadap penggunaan COD, sedangkan implikasi untuk seller adalah mengikuti aturan yang telah diterapkan oleh pihak e-commerce serta memberikan sebuah diskon apabila konsumen membeli menggunakan COD. Hal ini diharapkan dapat untuk memenuhi kebutuhan nilai utilitarian dan nilai hedonis konsumen.
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The development of technology accommodates one of the activities of internet-based buying and selling called e-commerce. The use of Cash on Delivery is one of the payment methods that can be used in e-commerce. Currently, the use of Cash on Delivery is growing rapidly in several other countries. The use of Cash on Delivery in Indonesia is starting to be in great demand by consumers when shopping online. In choosing the use of Cash on Delivery, of course, consumers need to look at the perception of value and the perception of risk in purchasing. The purpose of this study was to find the effect of perceived value and perceived risk on consumer purchase intentions using Cash on Delivery. The data used in this study used primary data collected from respondents aged 18-35 years online through a questionnaire. The samples were collected from as many as 107 respondents and then analyzed the data using descriptive analysis and PLS-SEM tests. The findings of this study are the utilitarian value and hedonic value variables have an influence on consumers’ purchase intentions using COD. The implications that can be given to e-commerce parties are to be able to provide education, review policies, and hold promotions against the use of COD, while the implications for sellers are to follow the rules that have been applied by e-commerce and provide a discount if consumers buy using COD. This is expected to be able to meet the needs of utilitarian values and hedonic values of consumers.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.834 2 Raf p-1 2022
Uncontrolled Keywords:	Cash on Delivery, Persepsi Nilai, Persepsi Risiko, Niat beli, E-commerce, Cash on Delivery, Perceived Value, Perceived Risk, Purchase Intention
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	- Davi Wah
Date Deposited:	19 Apr 2024 08:35
Last Modified:	19 Apr 2024 08:35
URI:	http://repository.its.ac.id/id/eprint/107878

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