Perceived Value dan Repurchase Intention pada Online Marketplace
DOI:
https://doi.org/10.35384/jemp.v9i1.379Keywords:
marketplace, risiko yang dirasakan, kegunaan yang dirasakan, harga kompetitif yang dirasakan, niat membeli kembaliAbstract
E-commerce sejauh ini merupakan salah satu industri digital yang terus berkembang. Dari tahun 2019, pasar online e-commerce Indonesia dimana peneliti ingin mengetahui seberapa besar pengaruh pasar online terhadap keinginan masyarakat Indonesia untuk melakukan pembelian kembali, penelitian ini menggunakan metode penelitian kuantitatif untuk mensurvei masyarakat Indonesia yang pernah berbelanja di marketplace online. Berdasarkan identifikasi dan rumusan pertanyaan dalam penelitian ini, penelitian ini bertujuan untuk mengetahui pengaruh persepsi risiko, kepercayaan online, kegunaan yang dirasakan, reputasi situs web, nilai yang dirasakan, kualitas yang dirasakan, dan harga kompetitif yang dirasakan terhadap keinginan pembelian ulang di marketplace online. Hasil penelitian ini menemukan bahwa data tentang persepsi risiko dan nilai yang dirasakan tidak berpengaruh signifikan terhadap niat beli ulang.
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