Analisa Faktor-Faktor yang Mempengaruhi Minat Membeli Kembali di Aplikasi Mobile Shopping Pada Generasi Y
DOI:
https://doi.org/10.37385/msej.v4i4.1651Keywords:
Aplikasi Mobile Shopping, Repurchase Intention, Trust, Sales PromotionAbstract
Perubahan teknologi disertai meluasnya jaringan internet, yang diikuti situasi pandemi membuat sistem dalam memasarkan barang maupun layanan turut beralih ke cara online. Banyak faktor yang mempengaruhi keinginan konsumen untuk menggunakan teknologi digital dalam berbelanja, sehingga penelitian ini ditujukan untuk mengetahui pengaruh variabel perceived usefulness, assurance, sales promotion, perceived value, customer satisfaction dan trust terhadap repurchase intention. Penelitian ini diperoleh melalui metode survei dengan membagikan koesioner kepada 264 responden. Responden yang dijadikan sampel merupakan generasi Y kota Batam yang pernah berbelanja lebih dari satu kali di lima aplikasi mobile shopping teratas paling diminati di Indonesia yaitu Tokopedia, Shopee, Bukalapak, Lazada dan Blibli. Penulis memakai teknik purposive sampling dan pengujian menggunakan perangkat lunak Partial Least Square. Hasil dari penelitian ini memberi wawasan bahwa penggemar belanja online tidak hanya terbatas pada kaum wanita saja namun laki-laki juga, serta rata-rata mereka menggunakan lebih dari satu aplikasi mobile shopping untuk berbelanja. Penelitian ini juga membuktikan bahwa sales promotion yang gencar dilakukan memberi pengaruh positif signifikan terhadap kepercayaan dan keinginan konsumen untuk melakukan repurchase, serta kegunaan yang dirasakan dari aplikasi tersebut turut mempengaruhi keputusan pelanggan untuk menggunakan kembali atau tidak.
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