Analisis Faktor yang Memengaruhi Niat Konsumen dalam Menggunakan dan Berbagi Voucher Belanja E-commerce

Mufidah, Belva Rizki (2024) Analisis Faktor yang Memengaruhi Niat Konsumen dalam Menggunakan dan Berbagi Voucher Belanja E-commerce. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pengguna internet mencapai 77% di Indonesia, informasi tentang voucher dapat dengan cepat menyebar melalui media sosial, mendorong komunikasi antar pembeli, atau Electronic Word of Mouth (eWOM). eWOM mencerminkan pendapat pelanggan tentang produk atau perusahaan yang dapat diakses secara luas melalui internet. Kemudahan akses informasi tentang voucher dapat mempengaruhi perilaku pembeli, karena rekomendasi pribadi dianggap lebih dapat dipercaya daripada iklan. Namun, eWOM memiliki tantangan, seperti kualitas informasi yang tidak konsisten. Kejelasan dan keinformatifan informasi memainkan peran penting dalam membentuk persepsi konsumen terhadap nilai voucher. Oleh karena itu, penelitian ini bertujuan menganalisis manfaat ekonomi voucher, keinformatifan, dan kejelasan ulasan konsumen yang merangsang nilai voucher yang dirasakan dan kepercayaan konsumen terhadap ulasan, mempengaruhi respon perilaku menggunakan dan berbagi voucher. Penelitian ini menggunakan model Stimulus Organism Response dengan metode PLS-SEM. Hasil yang didapatkan yaitu economic benefit voucher dan kejelasan ulasan konsumen berpengaruh positif terhadap perceived voucher value, keinformatifan ulasan konsumen dan kejelasan ulasan konsumen berpengaruh positif terhadap kepercayaan konsumen terhadap ulasan, perceived voucher value berpengaruh positif terhadap using voucher intention, perceived voucher value dan kepercayaan konsumen terhadap ulasan berpengaruh positif terhadap sharing voucher intention, dan ditemukan juga bahwa jenis kelamin perempuan memiliki niat menggunakan voucher lebih tinggi dibandingkan dengan laki – laki.
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Internet users reach 77% in Indonesia, information about vouchers can quickly spread via social media, encouraging communication between buyers, or Electronic Word of Mouth (eWOM). eWOM reflects customer opinions about products or companies that can be widely accessed via the internet. Ease of access to information about vouchers can influence buyer behavior, because personal recommendations are considered more trustworthy than advertising. However, eWOM has challenges, such as inconsistent information quality. The clarity and informativeness of information plays an important role in shaping consumer perceptions of the value of vouchers. Therefore, this study aims to analyze the economic benefits of vouchers, informativeness, and clarity of consumer reviews which stimulate the perceived value of vouchers and consumer trust in reviews, influencing the behavioral response of using and sharing vouchers. This research uses the Stimulus Organism Response model with the PLS-SEM method. The results obtained are that economic benefits of vouchers and clarity of consumer reviews have a positive effect on perceived voucher value, informativeness of consumer reviews and clarity of consumer reviews have a positive effect on consumer trust in reviews, perceived voucher value has a positive effect on using voucher intention, perceived voucher value and consumer trust in reviews have a positive effect on sharing voucher intention, and it was also found that women have a higher intention to use vouchers compared to men.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Voucher Belanja E-commerce, eWOM, SOR, Partial Least Square – Structural Equation Modeling, E-Commerce Shopping Voucher, eWOM, SOR, Partial Least Square – Structural Equation Modeling
Subjects:	Q Science > QA Mathematics > QA278.3 Structural equation modeling. T Technology > T Technology (General)
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Belva Rizki Mufidah
Date Deposited:	02 Aug 2024 04:08
Last Modified:	02 Aug 2024 04:08
URI:	http://repository.its.ac.id/id/eprint/111747

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