Apsarini, Fira Areta (2025) Analisis Pengaruh Karakteristik Pemasaran Terhadap Pembelian Ulang Pada E-Commerce Lintas Batas: Pendekatan Partial Least Squares - Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perdagangan digital melalui e-commerce khususnya platform e-commerce lintas batas semakin berkembang pesat hingga memengaruhi pertumbuhan ekonomi dunia. Platform e-commerce lintas batas mengandalkan sistem pemasaran, seperti rekomendasi dan personalisasi pemasaran, yang bertujuan untuk memengaruhi keputusan pembelian pelanggan. Sistem pemasaran dengan algoritma machine learning menawarkan produk yang relevan berdasarkan perilaku pengguna dengan tujuan meningkatkan penjualan dan loyalitas pengguna. Karakteristik pemasaran pada platform e-commerce lintas batas tidak selalu memberikan dampak positif terhadap keputusan pembelian pelanggan. Frekuensi iklan yang berlebihan dapat mengganggu pengalaman pengguna, personalisasi iklan yang terlalu spesifik berpotensi meyakinkan pengguna terhadap kebocoran data pribadi, hingga kepalsuan iklan secara visual yang dapat merusak kepercayaan pengguna, kemudian perbedaan preferensi budaya dan bahasa yang ada dapat mereduksi keyakinan pengguna dalam menggunakan platform tersebut. Oleh karena itu, penelitian ini akan memberikan model terkait implementasi karakteristik sistem rekomendasi pemasaran yang mempertimbangkan dampak negatif dan positif dalam penggunaan e-commerce lintas batas. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis faktor-faktor pengaruh karakteristik rekomendasi pemasaran terhadap pembelian ulang pengguna pada e-commerce lintas batas khususnya di Indonesia, hingga memperoleh pemahaman yang lebih baik mengenai cara kerja sistem pemasaran. Penelitian ini menggunakan metode Partial Least Squares – Structural Equation Modeling, dengan variabel yang memengaruhi pembelian ulang pengguna pada e-commerce lintas batas. Data diperoleh melalui penyebaran kuesioner secara daring kepada responden berusia minimal 18 tahun yang pernah melakukan pembelian barang impor pada platform e-commerce lintas batas di Indonesia. Hasil dari penelitian Tugas Akhir menunjukkan bahwa variabel advertising characteristics memoderasi negatif hubungan antara tolerance dan reasons for. Lalu, variabel reasons for memiliki pengaruh positif dan signifikan dengan purchase decision behavior dan self-efficacy. Kemudian, reasons against memiliki pengaruh negatif dan signifikan dengan variabel self-efficacy, namun reasons against memiliki pengaruh negatif dan tidak signifikan dengan variabel purchase decision behavior. Variabel tolerance secara signifikan mempunyai pengaruh positif dengan reasons for dan pengaruh negatif dengan reasons against. Di sisi lain, tolerance memiliki pengaruh negatif dan tidak signifikan dengan self-efficacy. Self-efficacy juga berperan sebagai mediasi positif hubungan antara reasons for dan purchase decision behavior, mediasi negatif hubungan antara reasons against dan purchase decision behavior, dan secara signifikan memiliki pengaruh positif dengan purchase decision behavior. Lalu, yang terakhir purchase decision behavior dan re-purchase memiliki hubungan yang positif dan signifikan. Kesimpulannya, karakteristik dari sistem rekomendasi pemasaran dan faktor adopsi penggunaan e-commerce lintas batas dapat memengaruhi perilaku pembelian ulang pengguna. Penelitian ini diharapkan dapat memberikan data analisis dan identifikasi mengenai aspek-aspek yang dapat memengaruhi perilaku pembelian ulang dari pengguna e-commerce lintas batas. Kemudian, penelitian ini memberikan rekomendasi strategi kepada pengelola platform e-commerce lintas batas dan pemilik toko online terkait peningkatan variabel tolerance dan reasons against, serta saran untuk pengembangan penelitian selanjutnya.
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Digital commerce through e-commerce, particularly cross-border e-commerce platforms, is growing rapidly, impacting global economic growth. Cross-border e-commerce platforms rely on marketing systems, such as marketing recommendations and personalized marketing, aimed at influencing customer purchasing decisions. Marketing systems with machine learning algorithms offer relevant products based on user behavior with the aim of increasing sales and user loyalty. Marketing characteristics on cross-border e-commerce platforms do not always have a positive impact on customer purchasing decisions. Excessive advertising frequency can disrupt the user experience, overly specific advertising personalization has the potential to convince users of personal data leaks, and visual advertising fakes can damage user trust. Furthermore, differences in cultural and language preferences can reduce user confidence in using the platform. Therefore, this study will provide a model related to the implementation of marketing recommendation system characteristics that considers the negative and positive impacts on the use of cross-border e-commerce. This study aims to identify and analyze the factors that influence marketing recommendation characteristics on user repeat purchases in cross-border e-commerce, especially in Indonesia, to gain a better understanding of how marketing systems work. This study uses the Partial Least Squares – Structural Equation Modeling method, with variables that influence user repeat purchases on cross-border e-commerce. Data were obtained through online questionnaires distributed to respondents aged at least 18 years who had purchased imported goods on cross-border e-commerce platforms in Indonesia. The results of the Final Project study indicate that the advertising characteristics variable negatively moderates the relationship between tolerance and reasons for. Then, the reasons for variable has a positive and significant influence on purchase decision behavior and self-efficacy. Then, reasons against has a negative and significant influence on the self-efficacy variable, but reasons against has a negative and insignificant influence on the purchase decision behavior variable. The tolerance variable significantly has a positive influence on reasons for and a negative influence on reasons against. On the other hand, tolerance has a negative and insignificant influence on self-efficacy. Self-efficacy also plays a positive mediation role in the relationship between reasons for and purchase decision behavior, a negative mediation of the relationship between reasons against and purchase decision behavior, and significantly has a positive influence on purchase decision behavior. Then, finally, purchase decision behavior and re-purchase have a positive and significant relationship. In conclusion, the characteristics of marketing recommendation systems and adoption factors for cross-border e-commerce can influence user repeat purchase behavior. This research is expected to provide analytical data and identification of aspects that can influence repeat purchase behavior of cross-border e-commerce users. Furthermore, this research provides strategic recommendations to cross-border e-commerce platform managers and online store owners regarding increasing tolerance and reasons against variables, as well as suggestions for further research development
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | E-Commerce Lintas Batas, Pembelian Ulang, Karakteristik Pemasaran; Partial Least Squares – Structural Equation Modeling, Cross-Border E-Commerce, Re-purchase, Advertising Characteristics. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Fira Areta Apsarini |
| Date Deposited: | 24 Jul 2025 06:46 |
| Last Modified: | 24 Jul 2025 06:46 |
| URI: | http://repository.its.ac.id/id/eprint/121026 |
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