Determinan Reuse Intention Pada E-Commerce Platform: Studi Komparatif Pada Konsumen Shopee Dan Tokopedia

Nuryanta, Daris Afifi Nuryanta (2025) Determinan Reuse Intention Pada E-Commerce Platform: Studi Komparatif Pada Konsumen Shopee Dan Tokopedia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Tokopedia dan Shopee menjadi dua platform dominan yang bersaing dalam menarik dan mempertahankan pelanggan melalui berbagai strategi pengalaman pengguna. Kompetisi di platform e-commerce dapat dilihat melalui loyalitas pelanggan, yang tercermin dalam niat penggunaan ulang (Reuse intention). Penelitian ini bertujuan untuk menganalisis pengaruh Gamification, User Interface Design, dan Service Quality terhadap Reuse intention, dengan mediasi dari Perceived Value dan User Satisfaction. Studi ini dilatarbelakangi oleh kurangnya eksplorasi mengenai interaksi antar variabel tersebut dalam konteks e-commerce Indonesia, serta tingginya persaingan untuk menciptakan pengalaman pengguna yang mendorong loyalitas jangka panjang. Metode penelitian ini menggunakan pendekatan kuantitatif dengan teknik Partial Least Squares - Structural Equation Modeling (PLS-SEM) dan Multigroup Analysis (MGA) untuk membandingkan pengaruh antar pengguna Tokopedia dan Shopee. Data diperoleh melalui penyebaran kuesioner online dengan teknik purposive sampling kepada 277 responden pengguna aktif Shopee dan Tokopedia di Indonesia, dengan kriteria usia 18-34 tahun, telah bertransaksi minimal tiga kali dalam tiga bulan terakhir, serta memiliki pengalaman dengan Gamification dan memahami UID platform. Studi ini menunjukkan bahwa Service Quality secara signifikan membentuk Perceived Value dan User Satisfaction pengguna, yang pada gilirannya mendorong Reuse intention. Namun, Gamification ditemukan tidak memiliki pengaruh signifikan terhadap Perceived Value. Perbedaan mencolok ditemukan antar platform, dimana User Interface Design lebih dominan di Shopee, sementara Service Quality lebih berpengaruh di Tokopedia.
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Tokopedia and Shopee have emerged as two dominant platforms fiercely competing to attract and retain customers through diverse user experience strategies. Competition within the e-commerce landscape is evident in customer loyalty, often reflected in Reuse intention. This study aims to analyze the impact of Gamification, User Interface Design, and Service Quality on Reuse intention, mediated by Perceived Value and User Satisfaction. The research is motivated by a limited exploration of the interactions among these variables within the Indonesian e-commerce context, coupled with intense competition to cultivate user experiences that foster long-term loyalty. Employing a quantitative approach, this study utilized Partial Least Squares - Structural Equation Modeling (PLS-SEM) and Multigroup Analysis (MGA) to compare the influences between Tokopedia and Shopee users. Data was collected through online questionnaires distributed via purposive sampling to 277 active Shopee and Tokopedia users in Indonesia, aged 18-34, who had made at least three transactions in the last three months, and had experience with Gamification and understood the platform's UID. This study demonstrates that Service Quality significantly shapes users' Perceived Value and User Satisfaction, which in turn drive Reuse intention. However, Gamification was found to have no significant impact on Perceived Value. Notable differences were observed between platforms, with User Interface Design being more dominant for Shopee users, while Service Quality exerted a greater influence for Tokopedia users.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	E-commerce, Gamification, Perceived Value, Reuse intention, Service Quality, Shopee, Tokopedia, User Interface Design, User Satisfaction
Subjects:	H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Daris Afifi Nuryanta
Date Deposited:	29 Jan 2026 03:35
Last Modified:	29 Jan 2026 03:35
URI:	http://repository.its.ac.id/id/eprint/130924

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