Pengaruh Kepuasan dan Manfaat yang dirasakan Terhadap Minat Beli Ulang pada E-Commerce Marketplace X di Indonesia

Authors

  • Annisa Martha Maharany Fakultas Ekonomi, Universitas Negeri Jakarta
  • Basrah Saidani Fakultas Ekonomi, Universitas Negeri Jakarta
  • Nadya Fadillah Fidhyallah Fakultas Ekonomi, Universitas Negeri Jakarta

Keywords:

Kepuasan, Manfaat yang dirasakan, Minat Beli Ulang, E-Commerce

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kepuasan dan manfaat yang dirasakan terhadap minat beli ulang pada e-commerce Tokopedia. Metode penelitian yang digunakan adalah metode kuantitatif melalui analisis model persamaan struktural (Structural Equation Model/SEM). Variabel yang akan diuji adalah kepuasan, manfaat yang dirasakan, dan minat beli ulang. Populasi yang digunakan dalam penelitian ini adalah masyarakat DKI Jakarta yang pernah membeli produk di Tokopedia dalam kurun waktu enam bulan terakhir. Total sampel yang digunakan dalam penelitian yaitu 250 responden. Hasil penelitian menunjukkan bahwa kepuasan berpengaruh positif dan signifikan terhadap minat beli ulang, manfaat yang dirasakan berpengaruh positif dan signifikan terhadap minat beli ulang, dan manfaat yang dirasakan berpengaruh positif dan signifikan terhadap kepuasan.

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Published

2021-10-31

How to Cite

Maharany, A. M., Saidani, B., & Fidhyallah, N. F. (2021). Pengaruh Kepuasan dan Manfaat yang dirasakan Terhadap Minat Beli Ulang pada E-Commerce Marketplace X di Indonesia. Jurnal Bisnis, Manajemen, Dan Keuangan - JBMK, 2(2), 401-416. Retrieved from http://pub.unj.ac.id/index.php/jbmk/article/view/271

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