PENGARUH KARAKTERISTIK E-COMMERCE TERHADAP ONLINE RELATIONSHIP QUALITY DAN ONLINE REPURCHASE INTENTION PENGGUNA TOKOPEDIA PADA MAHASISWA PROGRAM STUDI MANAJEMEN UNIVERSITAS KRISTEN PETRA

Harwin Hariyanto Vallian

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh karakteristik dari E-Commerce yang terdiri dari kegunaan situs web (website usability), keahlian dalam pemenuhan pesanan (expertise in order fulfilment), dan citra publik yang dirasakan (perceived reputation) dan perilaku penjual (vendor behavior) terhadap kualitas hubungan online (online relationship quality) dan niat pembelian ulang online (online repurchase intention). Penelitian ini bersifat konklusif dan diklasifikasikan dalam jenis penelitian kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 163 responden. Responden adalah konsumen yang pernah melakukan transaksi pada platform e-commerce Tokopedia pada mahasiswa prodi manajemen Universitas Kristen Petra. Data diolah menggunakan pendekatan persamaan model structural dengan Teknik Partial Least Square. Analisis data menunjukan bukti kuat untuk mendukung keseluruhan hipotesa penelitian.


Keywords


website characteristic, vendor behavior, online relationship quality, online repurchase intention

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References


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