Pengaruh Pengalaman Belanja Online, Keterlibatan Dan Kesetiaan Terhadap Pembelian Impulsif Pada Tokopedia
DOI:
https://doi.org/10.32534/jv.v19i1.5351Abstract
Pesatnya pertumbuhan e-commerce di Indonesia menciptakan persaingan dalam industri bisnis online. Perusahaan berusaha melakukan berbagai strategi dalam menjalankan usahanya untuk mampu bersaing dengan perusahaan sejenis untuk menarik konsumen dalam melakukan pembelian. Penelitian ini bertujuan untuk menguji pengaruh Pengalaman Belanja Online, Keterlibatan Pelanggan, Kesetiaan Pelanggan dan Pembelian Impulsif. Teknik pengambilan sampel pada penelitian ini dilakukan dengan teknik non-probability sample dengan penedektan purposive sampling. Sampel terdiri dari 170 responden yaitu Pelanggan Tokopedia yang memiliki karakteristik minimal berusia 19 tahun, memiliki akun Tokopedia dan melakukan pembelian minimal 5 kali dalam satu bulan di Tokopedia. Penelitian ini menggunakan analisis Structural Equating Modelling (SEM) pada Partial Least Square (PLS) dan menggunakan penyebaran kuesioner dalam bentuk google form untuk pengumpulan data. Hasil penelitian ini menunjukkan bahwa adanya pengaruh yang signifikan positif pengalaman belanja online terhadap kesetiaan pelanggan. Penelitian ini menunjukkan adanya pengaruh yang signifikan positif keterlibatan pelanggan terhadap kesetiaan pelanggan. Hasil terakhir dari penelitian ini yaitu kesetiaan pelanggan juga berpengaruh signifikan posistif terhadap pembelian impulsive.
Keywords:
Pengalaman belanja online, Keterlibatan pelanggan, Kesetiaan pelanggan, Pembelian impulsifReferences
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