Pengaruh Ease of Use, Trust, dan Privacy Concern terhadap Repurchase Intention pada Situs Jual Beli Online Bukalapak

Main Article Content

Calvin Buntarman
Rodhiah Rodhiah

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh ease of use, trust dan privacy concern terhadap repurchase intention pada situs jual beli online Bukalapak. Populasi dari penelitian ini adalah pengguna Marketplace Bukalapak yang sudah pernah bertransaksi di Bukalapak minimal 4 kali. Penelitian ini menggunakan metode non probability. Sampel dipilih menggunakan metode purposive sampling berjumlah 100 responden yang sudah pernah berbelanja di marketplace bukalapak minimal 4 kali. Teknik pengumpulan data menggunakan kuesioner yang disebarkan secara online malalui google form. Penelitian ini menggunakan teknik analisis structural equation modeling (SEM) dengan menggunakan software SMART PLS 3 untuk mengolah data. Hasil penelitian ini menunjukkan bahwa ease of use berpengaruh positif dan signifikan terhadap repurchase intention, trust berpengaruh positif dan signfikan terhadap repurchase intention dan privacy concern berpengaruh positif dan signifikan terhadap repurchase intention.

 

The purpose of this study was to determine the effect of ease of use, trust and privacy on repurchase intentions on the online buying and selling site Bukalapak. Data collection techniques were carried out by distributing questionnaires using a Likert scale of 1-5. Data collection techniques used questionnaires distributed online via google form. The sample selected using the purposive sampling method was 100 respondents who had shopped at the Bukalapak marketplace 4 times. This study uses structural equation modeling (SEM) analysis techniques using SMART PLS 3 software to process data. The results of this study indicate that ease of use has a positive effect on repurchase intentions, trust has a positive effect on repurchase intentions and attention to privacy has a significant effect on repurchase intentions.

Article Details

Section
Articles
Author Biographies

Calvin Buntarman, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Rodhiah Rodhiah, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

References

Ali, T. (2016). Factors Deriving Consumers’ Repurchase Intention in Online Shopping: a Pakistani Consumer’ s Perspective. International Journal of Management Sciences and Business Research, 5(12), 261–270.

Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: the role of privacy, security, and site attributes. The journal of strategic Information Systems, 11(3-4), 245-270.

Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, Vol. 35 No. 8, pp. 982-1003.

Dawi, N. M., Jusoh, A., Streimikis, J., & Mardani, A. (2018). The influence of service quality on customer satisfaction and customer behavioral intentions by moderating role of switching barriers in satellite pay TV market. Economics & Sociology, 11(4), 198.

Febriani, N. M. A., & Ardani, I. K. S. A. (2021). The Influence of Customer Experience, Ease of Use, and Trust on Repurchase Intention (Case Study of Tokopedia Consumers in Denpasar). Ajhssr.Com, 2, 378–383. https://www.ajhssr.com/wp-content/uploads/2021/02/ZR2152378383.pdf

Flavian, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43, 1–14. https://doi.org/10.1016/j.im.2005.01.002

Ginee. (2021). Omnichannel dengan Sistem 2in1. Diakses dari https://ginee.com/id/?utm_source=Googleads&utm_campaign=Jose_Ginee_ID_WEB_NA_Click_CPA_Register_Manual_Competitorword_20211116_SYS_ERP&adgroup=Ginee&gclid=Cj0KCQiAoNWOBhCwARIsAAiHnEgNhaDZIL8Irdtrr_6klt3Q_xPgUHIPIiX0VTamG5hXFOGWG7uxxYUaAiguEALw_wcB pada 5 Januari 2021.

Google, Bain, & Temasek & Company. (2019). e-Conomy SEA 2019 Report.

Japutra, A., Keni, K., & Nguyen, B. (2015). The Impact of Brand Logo Identification and Brand Logo Benefit on Indonesian Consumers’ Relationship Quality. Asia-Pacific Journal of Business Administration, 7, 237–252. https://doi.org/10.1108/APJBA-10-2014-0124

Lee, M.K.O. and Cheung, C.M.K. (2004). Internet retailing adoption by small-to-medium sized enterprises (SMEs): a multiple-case study. Information Systems Frontiers, Vol. 6, No. 4, pp.385–397.

Lim, K., Sia, C., Lee, M., & Benbasat, I. (2006). How Do I Trust You Online, and If So, Will I Buy? An Empirical Study on Designing Web Contents to Develop Online Trust. Journal of Management Information Systems, 23, 233–266. https://doi.org/10.2753/MIS0742-1222230210

Liu, C.-T., Guo, Y., & Lee, C.-H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31, 71–79. https://doi.org/10.1016/j.ijinfomgt.2010.05.008

Malhotra, Naresh K. (2009). Marketing Research: An Applied Orientation. New Jersey: Pearson.

Oly Ndubisi, N., Har Lee, C., Cyril Eze, U., & Oly Ndubisi, N. (2011). Analyzing key determinants of online repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200–221. https://doi.org/10.1108/13555851111120498

Riki Wijayajaya, H., & Tri Astuti, S. R. (2018). The Effect of Trust and Brand Image to Repurchase Intention in Online Shopping. KnE Social Sciences, 3(10), 915. https://doi.org/10.18502/kss.v3i10.3182

Sajad, R., & Muslim Amin. (2013). Exploring online repurchase behavioural intention of university students in Malaysia Sajad Rezaei and Muslim Amin. 6(2), 92–119.

Sari, C., & Rodhiah, R. (2020). Pengaruh Kepercayaan, Persepsi Harga, dan Kinerja Operasional Terhadap Minat Beli Pelanggan Lazada. Jurnal Manajerial Dan Kewirausahaan, 2(4), 897. https://doi.org/10.24912/jmk.v2i4.9869

Trivedi, S. K., & Yadav, M. (2018). Predicting online repurchase intentions with e-satisfaction as mediator: a study on Gen Y. VINE Journal of Information and Knowledge Management Systems, 48(3), 427–447. https://doi.org/10.1108/VJIKMS-10-2017-0066

Veronica & Rodhiah. (2021). Pengaruh privacy, Social Influence Terhadap Online Purchase Intention: Trust Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(2), 235-246. https://doi.org/10.24912/jmieb.v5i2.9657

Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of An Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2. https://doi.org/10.1007/978-3-319-11885-7_129