Qhusna, Nabilla (2018) Pengembangan Model Pengaruh Culture pada Interface Online Store terhadap Perilaku Repeat Purchase Intention. Undergraduate thesis, Institut Teknologi Sepuluh Nopmeber.
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Abstract
Perkembangan teknologi internet semakin menunjang dan mempermudah aktivitas masyarakat dunia termasuk di Indonesia. Berdasarkan survei Asosiasi Penyelenggara Jasa Internet Indonesia (APJII), terjadi peningkatan pengguna
internet pada tahun 2017 yang mencapai 143,26 juta jiwa dari total populasi masyarakat Indonesia sebesar 262 juta jiwa. Salah satu bentuk teknologi adalah ecommerce yang merupakan website berbelanja online sehingga masyarakat sudah tidak memerlukan lagi datang ke store. Berbelanja online ini dapat dilakukan dimanapun dan kapanpun masyarakat ingin berbelanja. Desain website merupakan
salah satu faktor penting untuk diperhatikan, hal ini dikarenakan desain dapat mempengaruhi loyalitas konsumen serta meningkatkan keuntungan perusahaan. Konsumen yang berada diberbagai batasan wilayah, memiliki perbedaan nilai budaya dan norma yang mempengaruhi persepsi terhadap suatu produk khususnya desain website. Oleh karena itu, penelitian ini dilakukan untuk mengetahui pengaruh dari budaya masyarakat di Indonesia mengenai desain website terhadap perilaku repeat purchase intention. Budaya yang digunakan yaitu masculinity vs. femininity, power distance, individualism vs. collectivism, dan uncertainty avoidance. Untuk mengetahui pengaruh budaya tersebut digunakan metode SEM (Structural Equation Modelling) menggunakan software LISREL 8.7. Pengambilan data dilakukan menggunakan dua kuesioner. Kuesioner pertama digunakan untuk mengetahui indikator setiap culture yang digunakan. Selanjutnya, kuesioner kedua yaitu mengetahui pengaruh variabel culture pada desain website terhadap repeat purchase intention. Pengumpulan data dilakukan dengan 236 responden. Kemudian pengolahan data menghasilkan hipotesa dengan t-value ≥ 1,96. Hal tersebut mengindikasikan bahwa variabel culture mempengaruhi repeat purchase intention. Sedangkan variabel culture yang paling mempengaruhi repeat purchase intention adalah masculinity vs. femininity dengan nilai total effect 0,28.
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The development of internet technology to support and facilitate the activities of the world community, including in Indonesia. Based on the survey of Indonesian Internet Service Providers Association (APJII), there was an increase of internet users in 2017 which reached 143.26 million people from a total population of 262 million people in Indonesia. One of them is e-commerce website where online shopping that people no longer need to come to the store. Online shopping can be done wherever and whenever people want to shop. Website design is one important factor, this is because the design can affect consumer loyalty and increase company profits. Consumers who are in various boundaries of the region, have differences in cultural values and norms that affect the perception of a product, especially website design. Therefore, this study was conducted to determine the influence of the culture of society in Indonesia regarding website design to the behavior of repeat purchase intention. The culture used is masculinity vs. femininity, power distance, individualism vs. collectivism, and uncertainty avoidance. To know the influence of culture is used SEM method (Structural Equation Modeling) using software LISREL 8.7. The data were collected using two questionnaires. The first questionnaire was used to determine the indicators of each culture used. Furthermore, the second questionnaire is to know the influence of culture variables on the website design to repeat purchase intention. Data collection was conducted with 236 respondents. Then the data processing resulted the hypothesis with t-value ≥ 1.96. It indicates that culture variables affect repeat purchase intention. While most culture variables affect repeat purchase intention is masculinity vs. femininity with a total effect of 0.28.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSI 006.7 Qhu p-1 3100018078649 |
| Uncontrolled Keywords: | E-Commerce, Variabel Culture, SEM, Repeat Purchase Intention |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Nabilla Qhusna |
| Date Deposited: | 30 Jul 2018 03:33 |
| Last Modified: | 26 Nov 2020 04:29 |
| URI: | http://repository.its.ac.id/id/eprint/54884 |
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