Pengaruh Perceived Value dan Perceived Ease of Use terhadap Online Repurchase Intention pada Tokopedia

Abstract

Perkembangan teknologi dalam beberapa dekade terakhir mengalami lonjakan yang cukup signifikan, didorong oleh inovasi dan penelitian yang terus- menerus. Hal ini berpengaruh terhadap pergeseran perilaku konsumen dari pembelian tradisional ke belanja online melalui platform e-commerce. Salah satu aspek penting dari keberhasilan e-commerce adalah tingkat repurchase intention atau niat untuk membeli kembali produk atau layanan secara online dari konsumen. Online repurchase intention dipengaruhi oleh perceived value dan perceived ease of use. Hasil dari karakteristik konsumen umumnya berbelanja satu sampai tiga kali per bulan di Tokopedia. Hasil analisis SEM-PLS menunjukkan bahwa dimensi nilai emosional dan teknologi informasi mudah dioperasikan berpengaruh positif signifikan terhadap niat pembelian kembali. Rekomendasi yang dapat diberikan kepada Tokopedia adalah meningkatkan nilai emosional dengan personalized marketing menggunakan storytelling, evaluasi dan adaptasi terhadap umpan balik pelanggan, dan mengoptimalisasi antarmuka pengguna.

Technological developments in the last few decades have experienced a significant surge, driven by continuous innovation and research. This influences the shift in consumer behaviour from traditional purchasing to online shopping through e-commerce platforms. One important aspect of e-commerce success is the level of repurchase intention or the intention to repurchase products or services online from consumers. Online repurchase intention is influenced by perceived value and perceived ease of use. The results of consumer characteristics generally shop one to three times per month on Tokopedia. The results of the PLS-SEM analysis show that the emotional value dimension of perceived value and ease of operation of information technology has a significant positive effect on repurchase intentions. Recommendations that can be given to Tokopedia are to increase emotional value by personalizing marketing using storytelling, evaluation and adaptation to customer feedback, and optimizing the user interface.