PENGARUH ELECTRONIC WORD OF MOUTH DAN
PERSEPSI NILAI TERHADAP MINAT BELI ULANG
MELALUI KEPUASAN KONSUMEN SEBAGAI
VARIABEL INTERVENING PADA SHOPEE
(Studi Kasus Pada Pengguna Shopee Di Kec. Kramat Jati)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
JUSTIKA, ULAN
Subject
Manajemen Pemasaran
Datestamp
2021-04-27 04:33:27
Abstract :
Penelitian ini bertujuan untuk mengetahui pengaruh dari electronic word of mouth dan persepsi nilai terhadap minat beli ulang melalui kepuasan konsumen sebagai variabel intervening pada Shopee. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan sampel sebanyak 97 responden yang merupakan pengguna Shopee yang sudah pernah melakukan pembelian, sampel ditentukan menggunakan teknik purposive sampling. Hasil dari perhitungan SmartPLS memperhatikan bahwa 7 hipotesis yang terdapat dalam penelitian diterima, yakni electronic word of mouth mempengaruhi secara signifikan variabel minat beli ulang, persepsi nilai mempengaruhi secara signifikan variabel minat beli ulang, kepuasan konsumen mempengaruhi secara signifikan variabel minat beli ulang, electronic word of mouth mempengaruhi secara signifikan variabel kepuasan konsumen, persepsi nilai mempengaruhi secara signifikan variabel kepuasan konsumen, electronic word of mouth mempengaruhi secara signifikan variabel minat beli ulang melalui kepuasan konsumen dan persepsi nilai mempengaruhi secara signifikan variabel minat beli ulang melalui kepuasan konsumen. Kata Kunci : e-wom, persepsi nilai, minat beli ulang, kepuasan konsumen. ABSTRACT This study aims to determine the influence of electronic word of mouth and perceived value to customer satisfaction with repurchase intention as variabels intervening in Shopee. This study is a quantitative study with a sample of 97 respondents characteristic of the respondents is Shopee users that already made purchase, samples determine using purposive sampling. The result of SmartPLS calculation shows that 7 hypotheses in this research are accepted, electronic word of mouth have a significant influence on repurchase intention, perceived value have a significant influence on repurchase intention, customer satisfaction have a significant influence on repurchase intention, electronic word of mouth have a significant influence on customer satisfaction, perceived value have a significant influence on customer satisfaction, electronic word of mouth have a significant influence on repurchase intention through customer satisfaction, and perceived value have a significant influence on repurchase intention through customer satisfaction. Kata Kunci : e-wom, perceived value, customer satisfaction, repurchase intention.
Penelitian ini bertujuan untuk mengetahui pengaruh dari electronic word of mouth dan persepsi nilai terhadap minat beli ulang melalui kepuasan konsumen sebagai variabel intervening pada Shopee. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan sampel sebanyak 97 responden yang merupakan pengguna Shopee yang sudah pernah melakukan pembelian, sampel ditentukan menggunakan teknik purposive sampling. Hasil dari perhitungan SmartPLS memperhatikan bahwa 7 hipotesis yang terdapat dalam penelitian diterima, yakni electronic word of mouth mempengaruhi secara signifikan variabel minat beli ulang, persepsi nilai mempengaruhi secara signifikan variabel minat beli ulang, kepuasan konsumen mempengaruhi secara signifikan variabel minat beli ulang, electronic word of mouth mempengaruhi secara signifikan variabel kepuasan konsumen, persepsi nilai mempengaruhi secara signifikan variabel kepuasan konsumen, electronic word of mouth mempengaruhi secara signifikan variabel minat beli ulang melalui kepuasan konsumen dan persepsi nilai mempengaruhi secara signifikan variabel minat beli ulang melalui kepuasan konsumen. Kata Kunci : e-wom, persepsi nilai, minat beli ulang, kepuasan konsumen. ABSTRACT This study aims to determine the influence of electronic word of mouth and perceived value to customer satisfaction with repurchase intention as variabels intervening in Shopee. This study is a quantitative study with a sample of 97 respondents characteristic of the respondents is Shopee users that already made purchase, samples determine using purposive sampling. The result of SmartPLS calculation shows that 7 hypotheses in this research are accepted, electronic word of mouth have a significant influence on repurchase intention, perceived value have a significant influence on repurchase intention, customer satisfaction have a significant influence on repurchase intention, electronic word of mouth have a significant influence on customer satisfaction, perceived value have a significant influence on customer satisfaction, electronic word of mouth have a significant influence on repurchase intention through customer satisfaction, and perceived value have a significant influence on repurchase intention through customer satisfaction. Kata Kunci : e-wom, perceived value, customer satisfaction, repurchase intention.
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