PENGARUH KEPUASAN DAN MANFAAT YANG DIRASAKAN TERHADAP MINAT BELI ULANG PADA E-COMMERCE TOKOPEDIA

ANNISA MARTHA MAHARANY, . (2021) PENGARUH KEPUASAN DAN MANFAAT YANG DIRASAKAN TERHADAP MINAT BELI ULANG PADA E-COMMERCE TOKOPEDIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kepuasan dan manfaat yang dirasakan terhadap minat beli ulang pada e-commerce Tokopedia. Metode penelitian yang digunakan adalah metode kuantitatif melalui analisis model persamaan struktural (Structural Equation Model/SEM) AMOS. Variabel yang akan diuji adalah kepuasan, manfaat yang dirasakan, dan minat beli ulang. Populasi yang digunakan dalam penelitian ini adalah masyarakat DKI Jakarta yang pernah membeli produk di Tokopedia dalam kurun waktu enam bulan terakhir. Total sampel yang digunakan dalam penelitian yaitu 250 responden. Hasil penelitian menunjukkan bahwa kepuasan berpengaruh positif dan signifikan terhadap minat beli ulang, manfaat yang dirasakan berpengaruh positif dan signifikan terhadap minat beli ulang, dan manfaat yang dirasakan berpengaruh positif dan signifikan terhadap kepuasan. This study aims to determine the effects of satisfaction and perceived usefulness on repurchase intention in e-commerce Tokopedia. The research method that was used in this research is quantitative method through structural equation model (SEM) AMOS. Variables to be tested are satisfaction, perceived usefulness, and repurchase intention. The population in this study is the people of DKI Jakarta who have purchased products in Tokopedia within the last six months. The total sample used in this study are 250 respondents. The results of this study show that satisfaction had a positive and significant effect on repurchase intention, perceived usefulness had a positive and significant effect on repurchase intention, and perceived usefulness had a positive and significant effect on satisfaction. Keywords: Satisfaction, Perceived Usefulness, Repurchase Intention, ECommerce

Item Type: Thesis (Sarjana)
Additional Information: 1) Dra. Basrah Saidani, M.Si. ; 2) Nadya Fadillah Fidhyallah, M.Pd.
Subjects: Manajemen > Manajemen Pemasaran
Divisions: FE > S1 Pendidikan Tata Niaga
Depositing User: Users 10714 not found.
Date Deposited: 28 Aug 2021 17:20
Last Modified: 28 Aug 2021 17:20
URI: http://repository.unj.ac.id/id/eprint/17993

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