PENGARUH WEBSITE QUALITY, WEBSITE REPUTATION DAN PERCEIVED RISK TERHADAP PURCHASE INTENTION PADA PERUSAHAHAAN E-COMMERCE
Article Sidebar
Main Article Content
Abstract
Tujuan penelitian ini adalah untuk menguji secara empiris pengaruh kualitas website, reputasi website dan persepsi risiko terhadap minat beli dari pengunjung website atau aplikasi e-commerce. Penelitian ini menggunakan metode sampling non probability dengan teknik convenience sampling. Sampel berjumlah 203 responden yang mayoritas adalah karyawan BUMN, PNS atau swasta. Partial Least Squares – Structural Equation Model (PLS – SEM) digunakan untuk melakukan analisis data dengan menggunakan softwate Smart PLS 3.3.0. Hasil penelitian ini menunjukan bahwa perusahaan telah memiliki kualitas website dan reputasi website yang baik, sehingga kualitas website dan reputasi website memiliki pengaruh positif terhadap minat beli. Hasil penelitian ini juga menunjukkan bahwa perusahaan dipersepsikan sebagai website/aplikasi dengan risiko netral, sehingga persepsi risiko tidak memiliki pengaruh terhadap minat beli. Penelitian ini menyarankan agar perusahaan mempertahankan dan meningkatkan kualitas website dan reputasi website untuk meningkatkan minat beli pengunjung. Dan dikarenakan perusahaan adalah platform e-commerce yang bekerja sama dengan penjual dan kurir pihak ketiga, maka perusahaan agar menetapkan peraturan yang tegas untuk menjamin potensi risiko yang minimal pada saat transaksi.
The purpose of this research is to investigate the effects of website quality, website reputation and perceived risk on purchase intention towards visitors of e-commerce website or application. This research uses non probability sampling method with convenience sampling technique. The sample number is 203 respondents which mostly are state-owned, public or private sector employees. Partial Least Squares – Structural Equation Modeling (PLS – SEM) is used to analyze research data by using Smart PLS 3.3.0 software. The findings show the company already has good website quality and good website reputation and therefore website quality and website reputation have positive effects on purchase intention. The findings also show that the website/application is perceived as non risky website/application and therefore perceived risk has no effect on purchase intention. The findings suggest that the company should maintain and enhance its website quality and website reputation in order to increase visitors’ purchase intention. And since the company is an e-commerce platform that has agreements with third-party sellers and courier services, it has to establish rigid standard operating procedures to ensure the minimalization of potential risk during transactions.
Article Details
References
Ariffin, Shaizatulaqma Kamalul, Mohan, Thenmoli & Goh, Yen-Nee. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309-327.
Athapaththu, Jayani Chamarika and Kulathunga, D. (2018). Factors affecting online purchase intention: Effects of technology and social commerce. Internation Business Research, 11(10).
Australian Trade and Investment Commission (Austrade). (2018). e-Commerce in Indonesia. A guide for Australian Business. Retrieved Retrieved June 5, 2019, from https://www.thinkwithgoogle.com/intl/en-apac/tools-resources/research-studies/e-conomy-sea-2018-southeast-asias-internet-economy-hits-inflection-point/.
Bonera, Michelle. (2011). The propensity of e-commerce usage: The influencing variables. Management Research Review, 34(7), 821-837.
CNBC Indonesia. (2019). Penjualan Tokopedia Cs Tembus Rp 133,5T , Kenapa Masih Rugi? Retrieved September 10, 2019, from https://www.cnbcindonesia.com/tech/20190304135922-37-58753/penjualan-tokopedia-cs-tembus-rp-1335-t-kenapa-masih-rugi.
Dowling, Grahame and Staelin, Richard. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119-134.
Ganguly, Boudhayan, Dash, Satya Bhusan, Cyr, Dianne & Head, Milena. (2010). The effects of website design on purchase intention in online shopping: The mediating role of trust and the moderating role of culture. International Journal of Electronic Business, 8(4/5).
Google Temasek. (2018). e-Conomy SEA 2018. Southeast Asia’s internet economy hits an inflection point. Retrieved June 5, 2019, from https://www.thinkwithgoogle.com/intl/en-apac/tools-resources/research-studies/e-conomy-sea-2018-southeast-asias-internet-economy-hits-inflection-point/.
Hsu, Chia-Lin, Chang, Kuo-Chien & Chen, Mu-Chen. (2012). The impact of website quality on customer satisfaction and purchase intention: Perceived playfulness and perceived flow as mediators. Information System e-Business Management, 10, 549-570.
Jarvenpaa, Srikka L. and Tractinsky, Noam. (1999). Consumer trust in an internet store: A cross-cultural validation, JCMC, 5(2), 1-33.
Kata Data. (2018). 2022, Penjualan e-commerce Indonesia mencapai US$ 16 miliar. Retrieved June 5, 2019, from https://databoks.katadata.co.id/datapublish/2018/02/12/2022-penjualan-e-commerce-indonesia-mencapai-rp-16-miliar.
Kim, Jiyoung and Lennon, Sharron J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention. Journal of Research in Interactive Marketing, 7(1), 33-56.
Kim, Jiyoung, Kim, Bu Yong & Yang, Kiseol. (2013). Online retailer reputation and consumer response: Examining cross cultural differences. International Journal of Retail & Distribution Management, 41(9), 688-705.
Kwahk, Kee-Young, Ge, Xi & Park, Jun-Hyung. (2012). Investigating the determinants of purchase intention in C2C e-commerce. International Journal of Economics and Management Engineering, 6(9).
Law, Rob and Bai, Billy. (2008). How do the preferences of online buyers and browers differ on the design and content of travel websites?. International Journal of Contemporary Hospitality Management, 20(4), 388-400.
Lee, Hao Suan Samuel, Khong, Kok Wei & Hong, Jer Lang. (2014). Influence of online shopping enjoyment and trust towards purchase intention in social commerce sites. Handbook on the Emerging Trends in Scientific Research.
Li, Rong, Kim, JaeJon & Park, JaeSung. (2007). The effects of internet shoppers’ trust on their purchasing intention in China. Journal of Information Systems and Technology Management, 4(3), 269-286.
Lowry, Paul Benjamin, Vance, Anthony, Moody, Greg, Beckman, Bryan & Read, Aaron. (2008). Explaining and predicting the Impact of branding alliances and web site quality on initial consumer trust of e-commerce web sites. Journal of Management Information Systems, 24(4), 201-227.
Lu, Ming Te and Yeung, Wing Lok. (1998). A framework for effective commercial web application development. Internet Research Electronic Networking Applications and Policy, 8(2).
Nuraini, Anisa. (2018). Indonesia initiatives in measuring e-commerce. Paper presented at the High Level Seminar on The Digital Economy: A Policy and Statistical Perspective, Beijing.
Tangmanee, Chatpong and Rawsena, Chayanin. (2016). Direct and indirect effects of perceived risk and website reputation on purchase intention: A mediating role of online trust. International Journal of Research in Business and Social Science, 5(6), 1-11.
van der Heijden, Hans, Verhagen, Tibert & Creemers, Marcel. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information System, 12, 41-48.
Weisberg, Jacob, Te’eni, Dov & Arman, Limor. (2011). Past purchase and intention to purchase in e-commerce. The mediation of social presence and trust. Internet Research, 21(1), 82-96.
Wu, Wann-Yih, Lee, Chia-Ling, Fu, Chen-Su & Wang, Hong-Chun. (2014). How can online store layout design and atmosphere influence consumer shopping intention on a website. International Journal of Retail and Distribution Management, 42(1), 4-24.