PENGARUH PENGALAMAN BELANJA ONLINE, KEPUASAN PELANGGAN, DAN ADJUSTED EXPECTION TERHADAP NIAT MEMBELI KEMBALI MELALUI TRAVELOKA
| Main Authors: | Theresia, Ni Made Maya Devi Theresia, Wardana, I Made |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2019
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/46468 https://ojs.unud.ac.id/index.php/Manajemen/article/view/46468/30535 |
Daftar Isi:
- Tujuan penelitian ini adalah untuk mengetahui pengaruh pengalaman belanja online, kepuasan pelanggan, dan adjusted expectations terhadap niat membeli kembali. Penelitian ini dilakukan pada Traveloka dengan sampel sebanyak 96 milenial yang berdomisili di Kabupaten Badung dan Kota Denpasar, dengan metode non probability sampling khususnya purposive sampling. Alat analisis yang digunakan dalam penelitian ini adalah PLS (Partial Least Square). Berdasarkan hasil analisis ditemukan bahwa pengalaman belanja online berpengaruh signifikan terhadap kepuasan pelanggan, semakin baik pengalaman belanja secara online yang didapat oleh pelanggan maka kepuasan pelanggan akan semakin meningkat. Pengalaman belanja online tidak berpengaruh signifikan terhadap adjusted expectations. Kepuasan pelanggan berpengaruh signifikan terhadap adjusted expectations, semakin tinggi tingkat kepuasan maka adjusted expectations juga akan semakin meningkat. Kepuasan pelanggan dan adjusted expectations berpengaruh signifikan terhadap niat membeli kembali. Kata kunci : pengalaman, kepuasan, adjusted expectations, niat membeli kembali.
- The purpose of this study was to determine the effect of online shopping experience, customer satisfaction, and adjusted expectations on the intention to repurchase. This research was conducted at Traveloka with a sample of 96 millennials domiciled in Badung Regency and Denpasar City, with a non probability sampling method specifically purposive sampling. The analytical tool used in this study is PLS (Partial Least Square). Based on the results of the analysis it was found that online shopping experience had a significant effect on customer satisfaction, the better the online shopping experience obtained by the customer, the more customer satisfaction will increase. Online shopping experience does not have a significant effect on adjusted expectations. Customer satisfaction has a significant effect on adjusted expectations, the higher the level of satisfaction then adjusted expectations will also increase. Customer satisfaction and adjusted expectations have a significant effect on repurchase intention. Keywords: experience, satisfaction, adjusted expectations, intention to epurchase.