Faktor yang Mempengaruhi Repurchase Intention dalam Berbelanja Online di Aplikasi Bukalapak

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Published: Apr 30, 2024
DOI: https://doi.org/10.24912/jmk.v6i2.29829
Keywords:
e-trust e-wom perceived value repurchase intention

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Ananda Rizqita Ramadhani
Universitas Tarumanagara
M. Tony Nawawi
Universitas Tarumanagara

Abstract

Peningkatan perrtumbuhan ekonomi Indonesi dipengaruhi oleh revolusi industri 4.0. Revolusi industri 4.0 menciptakan transformasi digital, salah satunya adalah perkembangan sistem bisnis secara online. Dengan adanya transformasi digital dapat membuka peluang peningkatan ekonomi digital Indonesia. Hal tersebut dibuktikan pada tahun 2022 bahwa angka ekonomi digital Indonesia meningkat sebesar 22% dibandingkan tahun sebelumnya. Salah satu sektor penyumbang terbesar dalam pertumbuhan ekonomi digital indonesia adalah e-commerce. Bukalapak merupakan salah satu perusahaan e-commerce terbesar di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh e-Trust,e-WOM, dan perceived value terhadap repurchase intention pada aplikasi Bukapalak di Jakarta. Penelitian ini menggunakan metode purposive sampling dengan jumlah responden sebanyak 208 responden melalui kuesioner online berupa google form. Data yang diperoleh melalui kuesioner dianalisis dengan metode PLS-SEM dan menggunakan software SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa (1) e-Trust memiliki pengaruh positif dan signifikan terhadap repurchase intention pada pengguna aplikasi Bukalapak di Jakarta. (2) e-WOM memiliki pengaruh positif dan signifikan terhadap repurchase intention pada pengguna aplikasi Bukalapak di Jakarta. (3) perceived value tidak memiliki pengaruh positif dan signifikan terhadap repurchase intention pada pengguna aplikasi Bukalapak di Jakarta.
 

The increase in Indonesia's economic growth is influenced by the industrial revolution 4.0. The industrial revolution 4.0 creates digital transformation, one of which is the development of online business systems. With digital transformation, it can open up opportunities to improve Indonesia's digital economy. This is proven in 2022 that Indonesia's digital economy figures will increase by 22% compared to the previous year. One of the biggest contributing sectors to the growth of Indonesia's digital economy is e-commerce. Bukalapak is one of the largest e- commerce companies in Indonesia. This research aims to determine the influence of e-Trust, e-WOM, and perceived value on repurchase intention on the Bukapalak application in Jakarta. This research used a purposive sampling method with a total of 208 respondents via an online questionnaire in the form of Google form. Data obtained through questionnaires were analyzed using the PLS-SEM method and using SmartPLS 4.0 software. The results of this research show that (1) e-Trust has a positive and significant influence on repurchase intention among Bukalapak application users in Jakarta. (2) e-WOM has a positive and significant influence on repurchase intention among Bukalapak application users in Jakarta. (3) perceived value does not have a positive and significant influence on repurchase intention among Bukalapak application users inJakarta.


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Vol. 6 No. 2 (2024): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Ananda Rizqita Ramadhani, Universitas Tarumanagara

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

M. Tony Nawawi, Universitas Tarumanagara

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

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