Anggraini, Galuh Elysia (2019) Pengaruh Persepsi Risiko terhadap Minat Beli Konsumen pada Barang Bekas Kategori Fashion secara Online. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Tren jual beli barang bekas/preloved secara online semakin berkembang di Indonesia, khususnya pada kategori fashion. Akan tetapi, masih banyak orang yang mengaku belum pernah melakukan kegiatan tersebut karena adanya perasaan ragu dan takut akan risiko yang mungkin terjadi. Dengan adanya risiko yang dipersepsikan oleh konsumen dapat berdampak pada platform/penjual online barang bekas kategori fashion dikemudian hari. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh persepsi risiko yang meliputi risiko keuangan, risiko produk, risiko keamanan, risiko waktu, risiko sosial, dan risiko psikologis terhadap minat beli konsumen pada barang bekas kategori fashion secara online; menganalisis pengaruh minat beli online terhadap perilaku berbelanja online; serta membandingkan perilaku konsumen laki-laki dan perempuan berdasarkan enam atribut, yaitu keterjangkauan harga, kesesuaian kualitas, keaslian merek, penghematan waktu, kenyamanan platform, dan ketersediaan informasi. Penelitian ini bersifat konklusif deskriptif multiple cross sectional dengan teknik sampling panel recruited online sampling. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 278 sampel. Data dianalisis menggunakan regresi berganda dan regresi sederhana untuk menguji hipotesis yang diajukan. Hasilnya menunjukkan bahwa risiko produk dan risiko psikologis berhubungan signifikan terhadap minat beli konsumen pada barang bekas kategori fashion secara online, sedangkan risiko keuangan, risiko keamanan, risiko waktu, dan risiko sosial berhubungan tidak signifikan pada pembelian tersebut. Kemudian untuk menjawab tujuan ketiga dilakukan analisis multiatribut kepada dua kelompok konsumen, hasilnya menunjukkan atribut terpenting bagi laki-laki adalah keaslian merek, sedangkan menurut perempuan adalah kelengkapan informasi. Implikasi manajerial ditujukan kepada perusahaan dan penjual online yang kemudian dapat digunakan untuk meningkatkan minat konsumen dalam pembelian online.
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The trend of buying and selling used goods/preloved online is growing in Indonesia, especially in the fashion category. However, there are still many people who claim to have never carried out these activities because of feelings of doubt and fear of the risks that might occur. With the perceived risk by consumers, it can have an impact on the platform/online sellers of the fashion category used goods in the future. Therefore, this study aims to analyze the effect of perceived risk which includes financial risk, product risk, security risk, time risk, social risk, and psychological risk on consumer online purchase intention in the fashion category used goods; analyzing the influence of online purchase intention in online shopping behavior; and comparing male and female consumer behavior based on six attributes: affordability, suitability of quality, brand
authenticity, time savings, platform comfort, and availability of information. This study is conclusive descriptive multiple cross-sectional with the sampling technique is the panel recruited online sampling. Data collection was carried out using an online questionnaire distributed to 278 samples. The data were analyzed using multiple regression and simple regression to test the proposed hypothesis. The results show that product risk and psychological risk are significantly related to online purchase intention in fashion category used goods, while financial risk, security risk, time risk, and social risk are not significantly related to the purchase. Then to answer the third objective, the multi-attribute analysis was carried out to two groups of consumers, the results showed the most important attributes for men is the authenticity of the brand, while according to women is the completeness of information. Managerial implications are aimed to companies and online sellers and then can be used to increase consumer online purchase
intention.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.72 Ang p-1 |
| Uncontrolled Keywords: | Barang Bekas, Fashion, Minat Beli Online, Persepsi Risiko, Regresi |
| Subjects: | H Social Sciences > HA Statistics > HA31.3 Regression. Correlation. Logistic regression analysis. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Galuh Elysia Anggraini |
| Date Deposited: | 27 Mar 2025 06:25 |
| Last Modified: | 27 Mar 2025 06:25 |
| URI: | http://repository.its.ac.id/id/eprint/67710 |
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