Pengaruh Perceived Risk terhadap Purchase Intention dengan Mediasi Perceived Value dan Customer Attitude pada Pelanggan Online Shopping melalui Media Sosial Facebook di Surabaya
(1)
(2)
(3)
(*) Corresponding Author
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari perceived risk terhadap purchase intention, baik secara langsung maupun melalui mediasi dari perceived value dan customer attitude. Masalah yang dibahas dalam penelitian ini adalah purchase intention pada media sosial Facebook di Surabaya. Objek penelitian adalah pengguna media sosial Facebook di Surabaya. Sampel yang diambil sejumlah 200 responden. Metode penelitian yang digunakan adalah penelitian kuantitatif. Teknik yang digunakan dalam pengambilan sampel adalah judgement sampling. Teknik analisa yang digunakan adalah analisa deskriptif dan Structural Equation Modeling (SEM) dengan bantuan program SmartPLS. Hasil yang didapatkan membuktikan bahwa perceived risk berpengaruh secara langsung dengan purchase intention dan secara tidak langsung melalui mediasi perceived value dan customer attitude. Meskipun berpengaruh secara langsung dan tidak langsung, namun pada penelitian ini pengaruh yang paling besar adalah melalui hubungan secara tidak langsung yaitu melalui customer attitude. Untuk meningkatkan purchase intention pada pelanggan akan lebih efektif apabila mengetahui customer attitude dengan baik. Dengan mempelajari perilaku pelanggan dapat membantu penjual dalam menentukan strategi marketing yang sesuai dengan kondisi pasar seperti mempelajari tren pasar dan penyampaian informasi yang lebih detil serta terbuka agar memberikan kesan positif pada pelanggan.
Kata Kunci: Perceived Risk, Perceived Value, Customer Attitude, Purchase Intention, Media Sosial, Facebook
This study aims to determine the effect of perceived risk on purchase intention, either directly or through mediation of perceived value and customer attitude. The problem discussed in this research is purchase intention on social media Facebook in Surabaya. The object of research is social media users Facebook in Surabaya. Samples taken by 200 respondents. The research method used is quantitative research. The technique used in sampling is judgment sampling. Analytical techniques used are descriptive analysis and Structural Equation Modeling (SEM) with the help of SmartPLS program. The results show that perceived risk affects directly with purchase intention and indirectly through mediation perceived value and customer attitude. Although influential directly and indirectly, but in this research the biggest influence is through indirect relationship that is through customer attitude. To increase purchase intention on the customer will be more effective when knowing customer attitude well. By studying the behavior of customers can help the seller in determining marketing strategies in accordance with market conditions such as studying market trends and delivery of more detailed information and open to provide a positive impression on the customer.
Keywords: Perceived Risk, Perceived Value, Customer Attitude, Purchase Intention, Social Media, Facebook
Full Text:
PDFReferences
Aaker. (2004). Strategic Marketing Manajement. New York: John Wiley & Sons, Inc.
Assael. (2003). Consumen Behavior and Marketing Action. Edisi 3. Boston Massachusset: Kent. Publishing Company.
Best, E., Devillers, R., & Koutny, M. (2013). Petri net algebra. Springer Science & Business Media.
Best, R. J. Coney, K. (1998). Consumer Behavior: Building Market Strategy.USA: Irwin/ McGraw-Hill.
Bhukya, R., & Singh, S. (2015). The effect of perceived risk dimensions on purchase intention: An empirical evidence from Indian private labels market. American Journal of Business, 30(4), 218-230.
Cheah, I., Phau, I., dan Liang, J. (2014). Factors influencing consumers’ attitudes and purchase intentions of e-deals. Marketing Intelligence & Planning. Vol. 33, Iss 5, page: 763 – 783.
Chen, Y.H dan Barnes, S. (2007). Initial Trust dan Online Buyer Behavior. Industrial. Management dan Data System. Vol. 107 (1), page: 21-36.
Chen dan Chan. (2012). Enhance green purchase intentions The roles of green perceived value, green perceived risk, and green trust. Management Decision. Vol. 50 No. 3, page: 502-520.
Chen, H.-L., H.-L. Fan, et al. (2014). The Role of Community Trust and Altruism in Knowledge Sharing: An Investigation of a Virtual Community of Teacher Professionalss. Journal Educational Technology & Society. Vol. 17(3), page: 168–179.
Dharmmesta, B. S. (1998). Theory of planned behaviour dalam penelitian sikap, niat dan perilaku konsumen. Jurnal Kelola. Vol. 18 (VII), page: 85-103.
Dharmmesta, B. S. (1999). Riset konsumen dalam pengembangan teori perilaku konsumen dan masa depannya. Jurnal Ekonomi dun Bisnis Indonesia. Vol. 14 (1), page: 60-70.
D’Alessandro, S., Girardi, A., & Tiangsoongnern, L. (2012). Perceived Risk and Trust ads Antecedents of Online Purchasing Behavior in The USA Gemstone Industry. Asia Pacific Journal of Marketing and Logistics. Vol. 24, No. 3, page: 433-460.
D'Alessandro, Girardi, A., Tiangsoongnern, A. (2012). Perceived risk and trust as antecedents of online purchasing behavior in the USA gemstone industry. Asia Pacific Journal of Marketing and Logistics. Vol. 24, Iss 3, page: 433 – 460.
Dodds, William, B., Kent, B, Monroe, and Dhruv Grewal. (1991). Effects of Price, Brand, and Store Information on Buyers Product Evaluations. Journal of Marketing Research. Vol. 28, page: 307-19.
Featherman, Chellappa, R. K., & Pavlou, P. A. (2002). Perceived information security financial liability and consumer trust in electronic commerce transactions. Logistics Information Management. Vol. 15, No. (5/6), page: 358–368.
Ferdinand. (2006). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Fortes dan Rita. (2016). Privacy concerns and online purchasing behaviour: Towards an integrated model. European Research on Management and Business Economics. Vol. 22, page: 167–176.
Goldsmith, Ronald E., Lafferty, Barbara A., and Newell, Stephen J. (2000). The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands. Journal of Advertising. Vol. 29, No.3, page: 43-54.
Ghozali, Imam. (2011). Structural Equation Modeling Metode Alternatif. Dengan Partial Least Square (PLS), Edisi 3. Semarang: Badan Penerbit Universitas Diponegoro.
Harcar, Talha. (2006). Consumer’s Perceived Value and Buying Behavior of Store Brands: An Empirical Investigation. The Business Review. Vol. 5, No. 2.
Jaafar, S., Lalp, P., dan Naba, M. (2014). Consumers’ Perceptions, Attitudes and Purchase Intention towards Private Label Food Products in Malaysia. Asian Journal of Business and Management Sciences. Vol. 2, No. 8, page: 73-90.
Jogiyanto, H. M., dan Abdillah, W. (2009). Konsep Dan Aplikasi PLS (Partial Least Square) Untuk Penelitian Empiris. Yogyakarta: Badan Penerbit Universitas Gajah Mada.
Kim dan Chung. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing. Vol. 28/1, page: 40–47.
Kotler, Philip. (2003). Marketing Management, 11th edition. New Jersey: Prentice Hall.
Kotler, Philip dan Kevin Lane Keller. (2006). Marketing Management. New York: Pearson Education Inc.
Kuncoro, Mudrajad. (2009). Metode Riset Untuk Bisnis & Ekonomi. Jakarta: Penerbit Erlangga.
Kusdyah. (2012). Persepi Harga, Persepsi Merek, Persepsi Nilai, dan Keinginan Pembelian Ulang Jasa Clinic Kesehatan (Studi Kasus ERHA Clinic Surabaya). Jurnal Manajemen Pemasaran, Vol. 7, No. 1.
Laudon, Kenneth C., dan Jane P. Laudon. (2012). Management System: Managing the Digital Firm. Twelfth Edition. New Jersey: Prentice Hall.
Lichtenthal, J. D., & Eliaz, S. (2003). Internet Integration in Business Marketing Tactics. Journal of Industrial Marketing Management, Vol. 32, page: 3-13.
Mowen, John C. (1987). Consumer Behavior. New York: Macmillan Publishing Company.
Myers. 2008. Dasar-dasar Manajemen Keuangan Perusahaan. Jakarta : Erlangga.
O’Brien, James A. (2005). Pengantar Sistem Informasi : Persefektif Bisnis dan Manajerial. (12th edition). Jakarta: Salemba edition, Salemba Empat.
O’Brien, James A., Marakas, George M. (2006). Management Information System. New York: McGraw-Hill Inc.
Park, J. Dongwon Lee & Joongho Ahn. (2014). Risk-Focused E-Commerce Adoption Model: A Cross-Country Study. Journal of Global Information Technology Management. Vol. 7, No. 2, page: 6-30.
Pedro Soto, Acosta Francisco Jose Molina, Castillo Carolina Lopez, Nicolas Ricardo Colomo, Palacios. (2014). The effect of information overload and disorganisation on intention to purchase online. Online Information Review. Vol. 38, Iss 4, page: 543 – 561.
Perez, Sanz, dan Blas. (2012). Social network loyalty: evaluating the role of attitude, perceived risk and satisfaction. Online Information Review. Vol. 37, Iss 1, page: 61 – 82.
Peter, Olson. (2005). Consumer Behaviour and Marketing Strategy. New York: Mc. Graw Hill.
Putro dan Haryanto. (2015). Factors Affecting Purchase Intention of Online Shopping in Zalora Indonesia. British Journal of Economics, Management & Trade. Vol 9 (1), page: 1-12.
Rahardjo, F.A. (2015). The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust towards Green Purchase Intention of Inverter Air Conditioner in Surabaya. Journal of iBuss Management. Vol. 3, No. 2, page: 252-260.
Sekaran, Uma. (2003). Metodologi Penelitian Untuk Bisnis.Jakarta: Salemba 4.
Setiadi, Nugroho. (2003). Perilaku Konsumen Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta: Erlangga.
Simamora. (2001). Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Jakarta: Penerbit PT. Gramedia.
Simamora. (2002). Panduan Riset Perilaku Konsumen. Surabaya: Pustaka Utama.
Sirfraz, M., Sabir, H. M., & Naz, H. N. (2014). How Attitude Influences the Customers’ Buying Intentions for Counterfeit Tablet PC: A Study of a Computer Market in Central Punjab, Pakistan. Studies, 3(2).
Snoj, B., Aleksandra Pisnik Korda, Damijan Mumel. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management. Vol. 13, Iss: 3, page: 156 – 167.
Solomon, M.R. & Rabolt, N. (2009). Consumer Behavior in Fashion, 2 Nd Edition. USA: Prentice Hall.
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Swastha Dharmmesta dan T. Hani Handoko. (2000). Manajemen Pemasaran, Analisa Perilaku Konsumen. Yogyakarta: BPFE.
Sweeney, J.C. dan Soutar, G.N. (2001). Consumer Perceived Value: The Development of A Multiple Item Scale. Journal of Retailing. Vol. 77, page: 203-220.
Tanadi, T, Samadi, B. & Gharleghi, B. (2015). The Impact of Perceived Risks and Perceived Benefits to Improve an Online Intention among Generation-Y in Malaysia. Asian Social Science. Vol. 11, No. 26, page: 226-238.
Tang, Y. Dan Wang, X. (2013). Chinese consumer attitude and purchase intent towards. Asia-Pacific Journal of Business Administration. Vol. 6, No. 2, page: 84-96.
Turban. (2004). Electronic Commerce : A Managerial Perspective. New Jersey: Prentice Hall.
Wijaya. (2008). Pengaruh Citra, Kualitas Relasional, Dan Persepsi Nilai Terhadap Sikap, Loyalitas Serta Keinginan Untuk Berpindah Pada Industri Cafe Di Yogyakarta. Jurnal Siasat Bisnis. Vol. 12 No. 1, page: 39 – 46.
Wolfinbarger, M.F. and Gilly, M.C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing. Vol. 79 No. 3, page: 183-98.
Yee dan Sun. (2011). Consumers’ Perceived Quality, Perceived Value and Perceived Risk Towards Purchase Decision on Automobile. American Journal of Economics and Business Administration. Vol. 3 (1), page: 47-57.
Yulianto, Edy, Siti Astuti, Endang, Suyadi, Imam, Nayati Utami, Hamidah. (2014). The Effect of Online Service Quality towad Perceived Risk, Customer Attitudes, Relationship Quality, Online Purchase Intention, E-Loyalty, and Purchasing Behavior. European Journal of Business and Management. Vol.6, No.22, page: 89-97.
Zarrad dan Debabi, M. (2012). Online Purchasing Intention: Factors and Effects.International Business and Management. Vol. 4, No. 1, page: 37-47.
Zeithaml, Valarie A., Mary Jo Bitner dan Dwayne D. Gremler. (2009). Services Marketing – Integrating Customer Focus Across The Firm. 5th Edition.New York: McGraw-Hill.
Zikmund, William dan Barry Babin. (2009). Essentials of Marketing research. fourth Edition. Mason: Cengage Learning.
Refbacks
- There are currently no refbacks.