Determinan Niat Pembelian Ulang Produk Elektronik di Platform Tokopedia pada Generasi Milenial

Abstract

Latar belakang penelitian ini adalah perubahan lanskap industri yang signifikan akibat Revolusi Industri 4.0, yang didorong oleh peningkatan penggunaan teknologi digital dan Internet of Things (IoT). Di Indonesia, jumlah pengguna internet mencapai 221 juta dengan penetrasi 80%, mayoritas adalah generasi milenial yang aktif dalam e-commerce. Pertumbuhan pasar e-commerce diperkirakan mencapai USD 86,81 miliar pada 2028, dengan Tokopedia sebagai platform utama yang banyak dikunjungi. Laporan Tokopedia untuk semester 1 tahun 2023 menunjukkan bahwa produk elektronik merupakan kategori yang paling banyak dicari ketiga setelah fashion dan kosmetik dan Tokopedia menjadi platform utama dalam membeli produk elektornik secara online. Selain itu, konsumen merasa lebih puas berbelanja di Tokopedia. Namun, perilaku konsumen dalam membeli produk elektronik secara online masih kompleks dan menantang. Tujuan utama dalam penelitian ini adalah untuk mengkaji faktor-faktor yang memengaruhi niat pembelian ulang produk elektronik di Tokopedia oleh generasi milenial. Secara rinci, penelitian ini memiliki tiga tujuan yaitu menganalisis pengaruh faktor-faktor seperti performance expectancy, effort expectancy, habit, hedonic motivation, price value, facilitating conditions, social influence, dan trust terhadap kepuasan konsumen dalam pembelian produk elektronik di platform Tokopedia. Menganalisis pengaruh kepuasan konsumen terhadap niat pembelian ulang produk elektronik di platform Tokopedia. Kemudian, menganalisis pengaruh langsung dan tidak langsung hubungan antara performance expectancy, effort expectancy, habit, hedonic motivation, price value, facilitating conditions, social influence, dan trust terhadap niat beli ulang produk elektronik di platform Tokopedia. Meskipun ada tantangan seperti persepsi risiko dan kesulitan bertransaksi, potensi pasar elektronik tetap menjanjikan. Model UTAUT2 digunakan untuk menganalisis adopsi teknologi dan kepuasan sebagai variabel intervening Metode yang digunakan adalah convenience sampling non-probability, dengan melibatkan 398 responden yang merupakan konsumen milenial. Data dikumpulkan melalui kuesioner online pada bulan April hingga Juni 2024 dengan sebaran data yang berlokasi di Jakarta, Bogor, Depok, Tangerang dan Bekasi. Penelitian ini mencakup variabel independent seperti performance expectancy, effort expectancy, hedonic motivation, habit, facilitating conditions, price value, social influence, dan trust, serta variabel intervening satisfactio dan dependent repurchase intention. Analisis data dilakukan menggunakan PLS-SEM. Hasil responden menunjukkan bahwa mayoritas responden berusia 24 hingga 34 tahun, mencakup 367 orang (92,2%), yang mencerminkan kelompok milenial aktif berbelanja online, sementara 31 responden (7,8%) berusia 34 hingga 44 tahun. Sebagian besar responden, yaitu 365 (91,7%), berasal dari Jakarta, yang merupakan pusat ekonomi dan digital Indonesia. Semua 398 responden telah membeli produk elektronik di Tokopedia lebih dari sekali dalam setahun terakhir, dengan hampir

seimbang antara responden perempuan sebesar 200 responden dan laki-laki sebesar 198 responden. Penelitian ini bertujuan untuk memberikan wawasan tentang faktor- faktor yang memengaruhi niat pembelian ulang produk elektronik oleh generasi milenial dan membantu perusahaan merancang strategi pemasaran yang lebih efektif di era digital. Dari hasil pengolahan data, menunjukkan bahwa variabel social influence, habit, facilitating conditions, effort expectancy, hedonic motivation, dan performance expectancy memiliki pengaruh signifikan terhadap kepuasan pelanggan, dengan social influence mencatat koefisien jalur tertinggi sebesar 0,283. Selain itu, koefisien jalur antara kepuasan dan niat pembelian ulang adalah 0,838, yang mengindikasikan hubungan positif yang signifikan. Hal ini dapat diartikan semakin tinggi kepuasan pelanggan, semakin besar niat mereka untuk melakukan pembelian ulang di Tokopedia. Selanjutnya, kepuasan berfungsi sebagai mediator dalam pengaruh variabel-variabel tersebut terhadap niat pembelian ulang, sehingga menjaga kepuasan pelanggan menjadi strategi kunci untuk meningkatkan loyalitas dan niat pembelian ulang, khususnya di kalangan generasi milenial yang sangat menghargai pengalaman berbelanja yang memuaskan. Namun, ditemukan juga hubungan langsung dari variabel yang memengaruhi adanya nita pembelian ulang. Penelitian ini memberikan implikasi manajerial terkait peningkatan kinerja platform e-commerce, pengembangan fitur yang memicu pengalaman emosional positif, pemanfaatan data perilaku pelanggan, serta penguatan dukungan teknis dan elemen sosial dalam strategi pemasaran.

The background of this research is the significant changes in the industrial landscape resulting from the 4.0 Industrial Revolution, driven by the increased use of digital technology and the Internet of Things (IoT). In Indonesia, the number of internet users has reached 221 million, with an 80% penetration rate, the majority being millennials who are active in e-commerce. The e-commerce market is projected to reach USD 86.81 billion by 2028, with Tokopedia as the primary platform frequently visited. Tokopedia's report for the first semester of 2023 shows that electronic products are the third most searched category after fashion and cosmetics, and Tokopedia has become the leading platform for purchasing electronic products online. Moreover, consumers report higher satisfaction when shopping on Tokopedia. However, consumer behavior in purchasing electronic products online remains complex and challenging. The primary objective of this study is to examine the factors influencing the repurchase intention of electronic products on Tokopedia among millennials. Specifically, this research has three aims: to analyze the influence of factors such as performance expectancy, effort expectancy, habit, hedonic motivation, price value, facilitating conditions, social influence, and trust on consumer satisfaction in purchasing electronic products on the Tokopedia platform; to analyze the effect of consumer satisfaction on the repurchase intention of electronic products on the Tokopedia platform; and to analyze the direct and indirect effects of the relationships among performance expectancy, effort expectancy, habit, hedonic motivation, price value, facilitating conditions, social influence, and trust on the repurchase intention of electronic products on the Tokopedia platform. Despite challenges such as perceived risk and transaction difficulties, the potential of the electronic market remains promising. The UTAUT2 model is used to analyze technology adoption and satisfaction as intervening variables. The methodology employed is non-probability convenience sampling, involving 398 respondents who are millennial consumers. Data were collected through an online questionnaire from April to June 2024, with respondents located in Jakarta, Bogor, Depok, Tangerang, and Bekasi. This study includes independent variables such as performance expectancy, effort expectancy, hedonic motivation, habit, facilitating conditions, price value, social influence, and trust, as well as the intervening variable of satisfaction and the dependent variable of repurchase intention. Data analysis is conducted using PLS-SEM. The results indicate that the majority of respondents are aged 24 to 34 years, comprising 367 individuals (92.2%), reflecting an active online shopping group among millennials, while 31 respondents (7.8%) are aged 34 to 44 years. Most respondents, 365 (91.7%), are from Jakarta, the economic and digital hub of Indonesia. All 398 respondents have purchased electronic products on Tokopedia more than once in the past year, with nearly equal representation of female respondents (200) and male respondents (198). This research aims to provide insights into the factors influencing the repurchase intention of electronic products

among millennials and to assist companies in designing more effective marketing strategies in the digital era. Data processing results show that the variables of social influence, habit, facilitating conditions, effort expectancy, hedonic motivation, and performance expectancy significantly affect customer satisfaction, with social influence recording the highest path coefficient of 0.283. Additionally, the path coefficient between satisfaction and repurchase intention is 0.838, indicating a significant positive relationship. This suggests that the higher the customer satisfaction, the greater their intention to repurchase on Tokopedia. Furthermore, satisfaction serves as a mediator in the influence of these variables on repurchase intention, making it a key strategy for enhancing loyalty and repurchase intention, particularly among millennials who highly value satisfying shopping experiences. However, a direct relationship was also found among the variables influencing the intention to repurchase. This research provides managerial implications regarding the enhancement of e-commerce platform performance, the development of features that foster positive emotional experiences, the utilization of customer behavior data, and the strengthening of technical support and social elements in marketing strategies.