Pengembangan Model Pengaruh Customer Review Dan Emotional Design Terhadap Customer Intention Untuk Melakukan Repeat Purchase Pada Online Store

Saputra, Hendra (2017) Pengembangan Model Pengaruh Customer Review Dan Emotional Design Terhadap Customer Intention Untuk Melakukan Repeat Purchase Pada Online Store. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Untuk mendapatkan pembelian secara online, masyarakat Indonesia dapat dengan mudah mengakses berbagai Online Store baik yang disediakan oleh pelaku bisnis dalam negeri maupun luar negeri. Berdasarkan pada penelitian terdahulu Emotional Design pada Online Store memilki efek positif pada kepercayaan customer yang mana efek ini menyebabkan tumbuhnya Customer Intention dalam melakukan pembelian. Selain itu online customer review juga memiliki efek positif terhadap Customer intention, dimana online customer review diketahui sebagai electronic word of mouth (eWOM) yang ditulis oleh konsumen berdasarkan pengalaman pembelian konsumen sebelumnya. Penelitian ini menawarkan pengembangan model pengaruh Customer Review dan Emotional Design terhadap Customer Intention untuk dapat melakukan Repeat Purchase pada Online Store dengan menggunakan metode SEM (Structutural Equation Model). Tujuan dari pengembangan model ini adalah untuk mengetahui pengaruh dari masing-masing indikator Emotional Design dan Customer Review terhadap Repeat Purchase. Alat yang dipergunakan pada penelitian ini dalam pengumpulan datanya adalah kuesioner online. Kuesioner online tersebut didistribusikan secara acak dan diisi secara sukarela melalui google link forms. Dari 187 responden hanya 162 responden yang telah melakukan pembelian pada Online Store dan mengerti tentang apa itu Customer Review. Pengolahan data diproses melalui software SPSS19 dan AMOS22. Hasil dari penelitian ini menunjukkan bahwaan Customer Review dimana indikator berupa testimony review (CR3) memiliki efek yang sangat signifikan terhadap repeat purchase dan Emotional Design yang indikatornya berupa tampilan yang menarik (PV1)menunjukkan dampak yang signifikan terhadap Repeat Purchase.
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The increase of internet users in Indonesia since 2005 to 2014 has reach 88.1 million from 16 million internet users. Survey conducted by APJII shows internet usage has cover 34.9% of total population in Indonesia. This condition led to a shift of trend from conventional trade into online trade, based on prediction by the year of 2020 the number of online consumers will continue to increase significantly in Indonesia. This condition not only a great chance for business but also for academic research. Emotional design on the online store proved a positives effect on trust, which is led to a customer intention. Customer intention also positively affected by online customer review, as the customer review known as electronic word of mouth (eWOM) written by consumer based on their experience of vendor or product. This research propose model development effect from emotional design to customer intention, but also add customer review as an exogenous latent variable and repeat purchase as an endogenous latent variable. Objective of this model development is to find out effect from each emotional design and customer review toward repeat purchase. Online questionnaires were distributed randomly and filled voluntarily through google link forms. From 187 respondents only 162 respondents who has made a purchase on online store and understands about customer review, thus data processed through SPSS19 and AMOS22. The study revealed customer reviews has a very significant effect toward repeat purchase, CR3 known as objectives and factual reviews led to repeat purchase. Emotional design shows a significant effect toward repeat purchase, PV1 knows as visually attractive led to repeat purchase.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	customer intention, emotional design, online store, online customer reviews,repeat purchase, structural equation modeling
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	HENDRA SAP HENDRA SAPUTRA
Date Deposited:	13 Apr 2017 03:07
Last Modified:	18 Dec 2017 01:47
URI:	http://repository.its.ac.id/id/eprint/3311

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