Pengaruh Pengalaman Pelanggan, Kemudahan Penggunaan, Kepercayaan Konsumen, Dan Electronic Word of Mouth Terhadap Niat Beli Ulang Pada Pengguna Aplikasi Shopee Di Kota Purwokerto

Authors

  • Faradila Candra Puspita Sari Program Studi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Wijayakusuma Purwokerto
  • Andhi Johan Suzana Program Studi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Wijayakusuma Purwokerto
  • Ady Achadi Program Studi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Wijayakusuma Purwokerto
  • Tri Esti Masita Program Studi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Wijayakusuma Purwokerto
  • Arinastuti Arinastuti Program Studi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Wijayakusuma Purwokerto

Keywords:

electronic word of mouth, kemudahan penggunaan, kepercayaan konsumen, niat beli ulang, pengalaman pelanggan

Abstract

Tujuan penelitian ini untuk mengetahui dan menganalisis pengaruh pengalaman pelanggan, kemudahan penggunaan, kepercayaan konsumen, dan electronic word of mouth terhadap niat beli ulang pada aplikasi Shopee di Kota Purwokerto. Populasi penelitian ini adalah pengguna aplikasi Shopee di Kota Purwokerto. Teknik pengambilan sampel menggunakan teknik purposive sampling dengan 100 responden. Analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukan bahwa pengalaman pelanggan berpengaruh positif signifikan terhadap niat beli ulang, kemudahan penggunaan berpengaruh positif signifikan terhadap niat beli ulang, kepercayaan konsumen berpengaruh positif dan signifikan terhadap niat beli ulang, dan electronic word of mouth berpengaruh positif signifikan terhadap niat beli ulang. Implikasi penelitian: aplikasi Shopee agar lebih meningkatkan citra aplikasi, mutu dan kualitas, memperhatikan kendala-kendala yang mungkin dapat muncul ketika proses transaksi, serta memberikan layanan aplikasi belanja yang memuaskan sehingga dapat memberikan feedback positif yang akan diberikan konsumen melalui media sosial.

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Published

2023-04-15

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Vol. 2 (2023): Prosiding Seminar Nasional LPPM UMMAT

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