Faktor-Faktor Penentu Konsumen Dalam Niat Beli Pada Marketplace Periode Pandemi Covid-19: Studi Kasus Produk Frozen Food

Rachmawati, Nela (2022) Faktor-Faktor Penentu Konsumen Dalam Niat Beli Pada Marketplace Periode Pandemi Covid-19: Studi Kasus Produk Frozen Food. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pada pandemi Covid-19 membuat pemenuhan kebutuhan sehari-hari konsumen tidak seimbang karena ada perubahan dalam kegiatan pembelian dan penjualan di dunia khususnya di Indonesia. Pelaku bisnis menjadi salah satu yang terkena dampak Covid-19 karena menurunnya volume transaksi penjualan.Kenyataannya pelaku bisnis bisa memanfaatkan online marketplace karena kegiatan penjualan dan pembelian bisa berjalan di tengah-tengah situasi tersulit sekarang ini. Penelitian ini berfokus pada menentukan faktor-faktor penentu konsumen di Kota Jakarta terhadap niat beli produk frozen food di online marketplace periode pandemi Covid-19. Metode yang digunakan dalam penelitian ini adalah pendekatan Expertness, Trustworthiness, Objectivity, Homophily yang melibatkan Perseived Risk, dan Information Adoption yang dimediasi oleh Argument Quality, Information Usefulness dan Purchase Intention.Data penelitian diperoleh melalui pengisian survei kuesioner dari pengguna akun online marketplace yang berbelanja frozen food di salah satu Tokopedia, Shopee dan Bukalapak.Data yang didapat dari penelitian ini adalah 194 dan dianalisis dengan menggunakan Stuctural Equation Model(SEM).Dari hasil penelitian ini ditemukan delapan variable yang memiliki hubungan positif antar variable antara lain: Expertness, Trustworthiness, Objectivity, Perceived Risk, Argument Quality, Information Usefulness, Information Adoption, dan Purchase Intention. sementara itu, satu dari sejumlah sembilan variable yaitu Homophily yang tidak terbukti mempunyai hubungan positif antar variable. Hasil penelitian ini diharapkan bisa meningkatkan wawasan para pengusaha sehingga bisa digunakan dan diterapkan selama pandemi Covid-19 dan situasi ekonomi tersulit lainnya. ================================================================================================ In the Covid-19 pandemic, the daily needs of consumers became unbalanced due to a shiftin buying and selling activities in Indonesia. With the online marketplace, online buying and selling activities can run in the midst of the current difficult situation. This advantage is an opportunity for business actors which will provide an increase in turnover for the community, especially those experiencing a decrease in income due to Covid-19. This study focuses on determining the determinants of cunsumers in the city of Jakarta on their interest in buying frozen food products on online marketplace such as the approach to credibility of Expertness, Trustworthniness, Objectivity, Homophily, Perceived Risk, and Information Adoption metiated by the Argument Quality, Information Usefulness, and Purchase Intention. This research data was obtained throught filling out questionnaires from online marketplace user who shop for frozen food products who have a marketplace account in one of the Tokopedia, Shopee, and Bukalapak marketplace which are distributed online. 194 data obtained from the questionnaire were analyzed using the Stuctural Equation Modeling(SEM) method. From the result of the study, it is known that eight of the total nine variables that have a positive relationship between variables are Expertness, Trustworthniness, Objectivity, Perceived Risk, Argument Quality, Information Usefulness, Information Adoption, Purchase Intention and the one of the total nine variables that are not proven to have a positive relationship between variable, namely Homophily. It is hoped that the results of this research can add to the managerial application side for business actors so that they can be utilized and applied during the Covid-19 pandemic and in the current difficult economic times.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Pandemi, Niat Beli, Frozen Food, Online Marketplace, Structural Equation Modeling(SEM), Pandemic, Purchase Intention
Subjects: H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User: Nela Rachmawati
Date Deposited: 09 Feb 2022 01:58
Last Modified: 09 Feb 2022 01:58
URI: https://repository.its.ac.id/id/eprint/93282

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