Purwoko, Nurhadi Adi (2019) Pengaruh electronic word of mouth terhadap minat beli ulang melalui persepsi risiko pada Marketplace Tokopedia (studi pada mahasiswa Jurusan Manajemen FE UM angkatan 2018) / Nurhadi Adi Purwoko. Diploma thesis, Universitas Negeri Malang.
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ABSTRAK Adi Purwoko Nurhadi 2019. Pengaruh Electronic Word of Mouth Terhadap Minat Beli Ulang Melalui Persepsi Resiko Pada Marketplace Tokopedia (Studi pada Mahasiswa Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Malang Angkatan 2018). Skripsi Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Malang. Pembimbing Prof. Dr.Sudarmiatin M. Si. Kata Kunci Electronic Word of Mouth Persepsi Resiko Minat Beli Ulang Saat ini pengguna internet di Indonesia semakin bertambah setiap tahunnya. Transaksi jual beli juga semakin mudah dengan adanya marketplace. Marketplace pertama kali yang ada di Indonesia adalah Tokopedia. Peran informasi akan produk sangat dibutuhkan. Dengan adanya internet akses informasi dapat diperoleh melalui digital. Informasi dalam bentuk pendapat mengenai suatu produk atau perusahaan melalui media elektronik disebut electronic word of mouth. Bentuk ulasan baik positif maupun negatif dari konsumen atas produk kosmetik di media elektronik dapat mempengaruhi persepsi resiko yang rasakan oleh konsumen sehingga berdampak pada minat beli ulang pada marketplace Tokopedia Tujuan dalam penelitian ini untuk mengetahui (1) deskripsi dari electronic word of mouth persepsi resiko dan minat beli ulang (2) pengaruh langsung electronic word of mouth terhadap persepsi resiko (3) pengaruh langsung persepsi resiko terhadap minat beli ulang (4) pengaruh langsung electronic word of mouth terhadap minat beli ulang (5) pengaruh langsung dan tidak langsung electronic word of mouth terhadap minat beli ulang melalui persepsi resiko. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan jenis penelitian deskriptif dan eksplanatori. Populasi dalam penelitian ini adalah Mahasiswa Jurusan Manajemen Angkatan 2018 Fakultas Ekonomi Universitas Negeri Malang yang pernah melakukan transaksi di Tokopedia dengan jumlah populasi 136 sehingga populasi yang digunakan finite. Sampel yang didapatkan dalam penelitian ini sebanyak 125 responden. Teknik sampling dalam penelitian ini menggunakan simple random sampling. Sementara teknik analisis data yang digunakan menggunakan analisis jalur. Hasil uji analisis jalur menunjukkan bahwa (1) Terdapat pengaruh langsung negatif dan signifikan electronic word of mouth terhadap persepsi resiko (2) Terdapat pengaruh langsung negatif dan signifikan persepsi resiko terhadap minat beli ulang (3) Terdapat pengaruh langsung positif dan signifikan electronic word of mouth terhadap minat beli ulang(4) Terdapat pengaruh tidak langsung electronic word of mouth terhadap minat beli ulang melalui persepsi resiko. Berdasarkan hasil penelitian yang didapatkan maka peneliti memberikan saran yaitu (1) penjual agar lebih responsif dalam merespon konsumen (2)peneliti selanjutnya yang ingin meneliti variabel minat beli ulang diharapkan menggunakan variabel lainnya. ABSTRACT Purwoko Nurhadi Adi 2019. The Effect of Electronic Word of Mouth on Repurchase Intention Through Perceived Risk Marketplace Tokopedia (Study on Managements Students Faculty of Economic Universitas Negeri Malang 2018).Sarjana s Thesis Department of Management Faculty of Economics Universitas Negeri Malang. Advisor Prof. Dr.Sudarmiatin M. Si. Keywords Electronic Word of Mouth Perceived Risk Repurchase Intention Currently internet users in Indonesia increases every year. Tradings are also getting easier with the marketplace. The first marketplace in Indonesia is Tokopedia. The role of information on products is needed. With the internet access to information can be obtained digitally. Information in the form of opinions about a product or company through electronic media is called electronic word of mouth. The form of reviews of both positive and negative froms shown by the consumers of cosmetic products in electronic media can influence the perception of the risks felt by consumers thus impacting repurchase interest in the Tokopedia marketplace. The goal of this research is (1) to describe electronic word of mouth perceived risk and repurchase intention (2) to know the direct effect of electronic word of mouth on perceptions of risk (3) to know the direct effect of risk perception on repurchasing interest (4) to know the direct effect of electronic word of mouth on repurchasing interests (5) to know the direct and indirect influence of electronic word of mouth on repurchasing interest through perceived risk. The approach used in this research is quantitative with descriptive and explanatory types of research. The population in this study was the Students of Management Department 2018 Faculty of Economics State University of Malang who had conducted transactions in Tokopedia with 136 and the population used was finite. The sample obtained in this study was 125 respondents. The sampling technique in this study used simple random sampling. The data analysis technique was path analysis. The results of the path analysis test showed that (1) There is a negative and significant direct electronic effect of word of mouth on risk perception (2) There is a negative direct effect and a significant perception of risk on repurchasing interest (3) There is a positive and significant electronic direct effect of word of mouth on repurchase interest (4) There is an indirect electronic influence of word of mouth on repurchasing interest through perceived risk. Based on the results of this research the researcher provides suggestions namely (1) the seller is supposed to be more responsive towards the consumers demand (2) future researchers who want to examine the variable repurchase interest is expected to use other variables.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 02 Aug 2019 04:29 |
| Last Modified: | 09 Sep 2019 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/149823 |
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