Mahardika, Rayhan (2022) Analisis Niat Pelanggan di Indonesia dalam Berbelanja Produk Perawatan Kecantikan pada Online Marketplace Shopee dengan Pendekatan Theory of Planned Behavior. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Produk perawatan kecantikan merupakan produk dengan penjualan terbanyak di Shopee pada tahun 2020 dengan total penjualan sebesar 247,1 juta unit. Tingginya penjualan produk perawatan kecantikan di Shopee membuat analisis niat pembelian pelanggan perlu diteliti lebih dalam. Oleh sebab itu, penelitian ini mengidentifikasi niat pembelian konsumen Shopee pada produk perawatan kecantikan sesuai dengan theory of planned behavior, survei didistribusikan kepada 346 orang yang tinggal di Indonesia yang berusia di atas 17 tahun, dan setidaknya pernah menggunakan Shopee untuk membeli produk perawatan kecantikan dalam 6 bulan terakhir. Terdapat 308 responden yang berhasil menyelesaikan survei dan jawaban 305 responden diambil sebagai sampel. Hasil survei yang telah selesai dianalisis menggunakan PLS-SEM. Pada penelitian ini, hasil survei konsisten dengan temuan dalam literatur. Temuan penelitian menunjukkan bahwa ketiga variabel dalam theory of planned behavior yaitu attitude, subjective norm, dan perceived behavioral control secara statistik signifikan dalam memengaruhi niat pelanggan di Indonesia untuk membeli produk perawatan kecantikan di online marketplace Shopee. Di sisi lain, ditemukan bahwa karakteristik pelanggan yang membeli produk perawatan kecantikan di Shopee mayoritas adalah pelanggan yang sudah familiar menggunakan Shopee dan price sensitive. Implikasi yang dapat diberikan kepada pihak Shopee yaitu mengupayakan untuk menigkatkan keuntungan, kepuasan, promosi referral, serta keamanan konsumen dari penipuan dan kerahasiaan data. Implikasi untuk pihak seller produk perawatan kecantikan yang dapat diberikan adalah, mengikuti program promo yang diadakan Shopee, mengupayakan untuk mendapatkan penilaian terbaik dari pelanggan, dan menjual produk dengan harga yang lebih murah dibandingkan dengan yang ditawarkan pada offline store. Hasil dan implikasi secara lebih rinci telah dibahas pada penelitian ini.
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Beauty care products are the products with the most sales on Shopee in 2020 with total sales of 247.1 million units. The high sales of beauty care products at Shopee make it necessary to conduct a deeper research on customer purchase intention analysis. This study identifies Shopee consumers' purchase intentions for care products according to the theory of planned behavior, a survey conducted on 346 people living in Indonesia who are 17 years old, and have at least used Shopee to buy beauty care products in the last 6 months. There were 308 respondents who successfully completed the survey and the answers of 305 respondents were taken as a sample. The results of the completed survey were analyzed using PLS-SEM. In this study, the survey results are consistent with the findings in the literature. The findings of the study indicate that the third variable in the theory of planned behavior, namely attitudes, subjective norms, and perceived behavioral control is statistically significant in influencing customer intentions in Indonesia to buy beauty care products in the Shopee online market. On the other hand, it was found that the characteristics of customers who buy beauty care products at Shopee are mainly customers who are familiar with using Shopee and are price sensitive. The implications that can be given to Shopee are seeking to increase profits, satisfaction, referral promotions, and consumer security from fraud and data confidentiality. The implications for sellers of beauty care products that can be provided are, following promo programs held by Shopee, seeking to get the best ratings from, and selling products at lower prices than those offered at offline stores. The results are discussed in more detail in this study.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Niat pembelian, Shopee, Produk perawatan kecantikan, Theory of planned behavior Purchase intention, Shopee, Beauty and care products, Theory of planned behavior |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | RAYHAN MAHARDIKA |
| Date Deposited: | 10 Feb 2022 07:21 |
| Last Modified: | 30 Sep 2024 07:11 |
| URI: | http://repository.its.ac.id/id/eprint/93445 |
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