Pengaruh online shopping experience produk fashion terhadap customer satisfaction dan repurchase intention

Ignatius Bryan Abimanyu Wicaksono, Paulus Sukapto

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh pengalaman berbelanja online produk fashion terhadap kepuasan konsumen serta niat pembelian kembali. Metode yang digunakan dalam penelitian ini adalah metode deskriptif dan metode verifiaktif. Data dikumpulkan menggunakan kuesioner yang disebarkan melalui survey secara online kepada 120 Konsumen yang berbelanja produk fashion secara online melalui situs e- commerce fashion seperti Sale Stock Indonesia, Zalora, Mapemall, Berrybenka, dan Bobobobo dalam satu tahun terakhir dengan metode purposive sampling. Pengujian hipotesis dilakukan menggunakan metode structural equation model (SEM) dengan variabel independen pengalaman berbelanja online, kepuasan konsumen sebagai variabel intervening, dan niat pembelian kembali sebagai variabel dependen. Hasil penelitian ini menunjukan bahwa variabel pengalaman berbelanja online, kepuasan konsumen, dan niat pembelian kembali mempunyai nilai critical ratio yang lebih besar dari 1,96 (nilai tabel z =5%). Hal tersebut menyatakan bahwa pengalaman berbelanja online berpengaruh positif terhadap kepuasan konsumen, kepuasan konsumen berpengaruh positif terhadap niat pembelian kembali, dan pengalaman berbelanja online berpengaruh positif terhadap niat pembelian kembali


Keywords


E-commerce; produk fashion; pengalaman berbelanja online; kepuasan konsumen; niat pembelian kembali

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DOI: http://dx.doi.org/10.29264/jfor.v23i1.8999

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