Meningkatkan Repurchase Intention melalui Security dan Satisfaction: Studi Kasus Marketplace di Indonesia
DOI:
https://doi.org/10.56456/jebdeker.v4i2.266Keywords:
Keamanan, Kepuasan, Niat Pembelian Ulang, MarketplaceAbstract
Penelitian ini bertujuan untuk menganalisis bagaimana keamanan dapat mempengaruhi repurchase intention di marketplace yang di mediasi dengan kepuasan konsumen. Metode penelitian ini menerapkan pendekatan kuantitatif dengan analisisnya menggunakan PLS-SEM. Pengumpulan data dilaksanakan dengan menyebar kuesioner 481 respomden yang kriterianya didasarkan pada rentang usia 17 tahun dan pernah melakukan pembeliaan pada marketplace online. Hasil penelitan ini menyebutkan bahwa security memiliki kontribusi terhadap satisfaction dalam berbelanja online di marketplace, dikarenakan faktor perlindungan data pribadi mempengaruhi tingkat kepercayaan konsumen. Hasil kedua bahwa security berpengaruh negatif terhadap repurchase intention, dikarenakan marketplace perlu mimikirkan keseimbangan antara keamanan dan kemudahan penggunaan agar dapat memberikan pengalaman berbelanja kembali bagi konsumen. Hasil ketiga, bahwa satisfaction berkontibusi positif terhadap repurchase intention, dimana konsumen yang merasa puas dengan belanja di marketplace yang sama akan membangun loyalitas konsumen terhadap platform tersebut. Hasil keempat, satisfaction dapat bertindak sebagai penghubung antara security dan repurchase intention, dimana saat konsumen puas dengan pengalaman berbelanja online, konsumen akan mempertimbangkan keamanan sebagai faktor terpenting dalam pengambilan Keputusan untuk berbelanja kembali di marketplace.
References
Elbeltagi, I., & Agag, G. (2016). E-retailing ethics and its impact on customer satisfaction and repurchase intention: A cultural and commitment-trust theory perspective. Internet Research, 26(1), 288–310. https://doi.org/10.1108/IntR-10-2014-0244
Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479–503. https://doi.org/10.1108/10662241111158335
Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 Untuk Penelitian Empiris (2nd ed.). Badan Penerbit - Undip.
Griffis, S. E., Rao, S., Goldsby, T. J., & Niranjan, T. T. (2012). The customer consequences of returns in online retailing: An empirical analysis. Journal of Operations Management, 30(4), 282–294. https://doi.org/10.1016/j.jom.2012.02.002
Handayani, W., Ariescy, R. R., Widjanarko, H., Cahya, F. A., Yusnindi, S. I., & Badi’ah, R. (2022). Literature Review: Green Satisfaction. Nusantara Science and Technology Proceedings, 62–64. https://doi.org/10.11594/nstp.2022.2411
Hapsari, B. C., & Astuti, S. R. T. (2022). Pengaruh Keragaman Produk dan Promosi Penjualan Terhadap Minat Beli Ulang di Toko Online Lazada dengan Kepuasan Konsumen Sebagai Variabel Intervening. Diponegoro Journal of Management, 11(2), 1–15. https://ejournal3.undip.ac.id/index.php/djom/article/view/33965
Hidayati, E. A. (2021). Pengaruh Resiko Keamanan dan Kepercayaan Terhadap Niat Menggunakan Kembali dengan Moderasi Religiusitas Pada Mobile Payment Aplikasi OVO di Surabaya dan Sidoarjo [Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya]. http://eprints.perbanas.ac.id/8073/
Johnson, M. D., Herrmann, A., & Huber, F. (2006). The Evolution of Loyalty Intentions. Journal of Marketing, 70(2), 122–132. https://doi.org/10.1509/jmkg.70.2.122
Khaddapi, M., Burhanuddin, B., Sapar, S., Salju, S., & Risal, M. (2022). Pengaruh Kualitas Pelayanan Kepuasan Pelanggan Melalui Loyalitas Terhadap Minat Membeli Kembali di Jinan Pet Care and Veterinary Palopo. Jurnal Aplikasi Bisnis Dan Manajemen, 8(3), 951–961. https://doi.org/10.17358/jabm.8.3.951
Khalid, A., Lee, O., Choi, M., & Ahn, J. (2018). The effects of customer satisfaction with e-commerce system. Journal of Theoretical and Applied Information Technology, 96(2), 481–491.
Lee, C. H., Eze, U. C., & Ndubisi, N. O. (2011). Analyzing key determinants of online repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200–221. https://doi.org/10.1108/13555851111120498
Lee, M. K. O., & Turban, E. (2001). A Trust Model for Consumer Internet Shopping. International Journal of Electronic Commerce, 6(1), 75–91. https://doi.org/10.1080/10864415.2001.11044227
Masiaga, N. R., Worang, F. G., & Mandagie, Y. (2022). Pengaruh Keamanan dan Kepercayaan Terhadap Kepuasaan Pelanggan yang Berbelanja Secara Online di Lazada.Com. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(2), 900–910. https://doi.org/10.35794/emba.v10i2.40476
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The Influence of EWOM Characteristics on Online Repurchase Intention: Mediating Roles of Trust and Perceived Usefulness. Online Information Review, 40(7), 1090–1110. https://doi.org/10.1108/OIR-11-2015-0373
Munawaroh, M., Sulaksono, H., & Hidayah, T. (2022). Pengaruh Persepsi Keamanan, Kemudahan Bertransaksi, Harga, Dan Kualitas Informasi Terhadap Minat Beli Ulang Melalui Kepuasan Pelanggan Pada Online Travel Agency (OTA) Traveloka.com. JMBI : Jurnal Manajemen Bisnis Dan Informatika, 2(1), 1–15. https://doi.org/10.31967/prodimanajemen.v2i1.541
Oni, O. O., & Adeyeye, M. M. (2020). Digital Commerce Security and Customer Satisfaction in South West Nigeria. Fountain University Osogbo Journal of Management (FUOJM), 2020(2), 69–81.
Parthasarathy, M., & Bhattacherjee, A. (1998). Understanding Post-Adoption Behavior in the Context of Online Services. Information Systems Research, 9(4), 362–379. https://doi.org/10.1287/isre.9.4.362
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. A. (2021). The Role of E-Satisfaction, E-Word of Mouth and E-Trust on Repurchase Intention of Online Shop. International Journal of Data and Network Science, 5(4), 593–600. https://doi.org/10.5267/j.ijdns.2021.8.008
Reichheld, F. F., & Schefter, P. (2000). E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review, 74(8). https://hbr.org/2000/07/e-loyalty-your-secret-weapon-on-the-web
Sa’adah, U. (2023). Pengaruh Security Terhadap Repurchase Intention yang Dimediasi Oleh E-Satisfaction (Studi Pada Pengguna Marketplace di Indonesia) [Sekolah Tinggi Ilmu Ekonomi (STIE) PGRI Dewantara Jombang]. https://repository.stiedewantara.ac.id/3630/
Santi, E. R., & Supriyanto, A. (2020). Pengaruh Kualitas Produk, Kepuasan Pelanggan, dan Promosi Online Terhadap Minat Beli Ulang (Studi Kasus Pada Sate Taichan Banjar D’Licious). Jurnal Sains Manajemen Dan Kewirausahaan (JSMK), 2(1), 47–56. https://ppjp.ulm.ac.id/journal/index.php/jsmk/article/view/9025
Sugiyono. (2022). Metode Penelitian Kuantitatif. Alfabeta.
Suryani, S., & Koranti, K. (2022). Kualitas Pelayanan, Kepercayaan dan Keamanan serta Pengaruhnya Terhadap Kepuasan Pelanggan melalui Sikap Pengguna E-Commerce. Jurnal Ilmiah Ekonomi Bisnis, 27(2), 183–198. https://doi.org/10.35760/eb.2022.v27i2.5189
Trivedi, S. K., & Yadav, M. (2020). Repurchase Intentions in Y Generation: Mediation of Trust and E-Satisfaction. Marketing Intelligence and Planning, 38(4), 401–415. https://doi.org/10.1108/MIP-02-2019-0072
Wang, Y., Anderson, J., Joo, S. J., & Huscroft, J. R. (2020). The leniency of return policy and consumers’ repurchase intention in online retailing. Industrial Management and Data Systems, 120(1), 21–39. https://doi.org/10.1108/IMDS-01-2019-0016
Wilson, N., Alvita, M., & Wibisono, J. (2021). the Effect of Perceived Ease of Use and Perceived Security Toward Satisfaction and Repurchase Intention. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 145. https://doi.org/10.24912/jmieb.v5i1.10489
Yusuf, M. F., Pramana, E., & Setiawan, E. I. (2023). Faktor-Faktor yang Mempengaruhi Repurchase Intention Pada E-Marketplace Dengan Menggunakan Extended Expectation Confirmation Model (ECM). Teknika, 12(1), 1–10. https://doi.org/10.34148/teknika.v12i1.573
Zhao, Y., & Bacao, F. (2021). How Does the Pandemic Facilitate Mobile Payment? An Investigation on Users’ Perspective Under the COVID-19 Pandemic. International Journal of Environmental Research and Public Health, 18(3), 1–22. https://doi.org/10.3390/ijerph18031016
Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479–503. https://doi.org/10.1108/10662241111158335
Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 Untuk Penelitian Empiris (2nd ed.). Badan Penerbit - Undip.
Griffis, S. E., Rao, S., Goldsby, T. J., & Niranjan, T. T. (2012). The customer consequences of returns in online retailing: An empirical analysis. Journal of Operations Management, 30(4), 282–294. https://doi.org/10.1016/j.jom.2012.02.002
Handayani, W., Ariescy, R. R., Widjanarko, H., Cahya, F. A., Yusnindi, S. I., & Badi’ah, R. (2022). Literature Review: Green Satisfaction. Nusantara Science and Technology Proceedings, 62–64. https://doi.org/10.11594/nstp.2022.2411
Hapsari, B. C., & Astuti, S. R. T. (2022). Pengaruh Keragaman Produk dan Promosi Penjualan Terhadap Minat Beli Ulang di Toko Online Lazada dengan Kepuasan Konsumen Sebagai Variabel Intervening. Diponegoro Journal of Management, 11(2), 1–15. https://ejournal3.undip.ac.id/index.php/djom/article/view/33965
Hidayati, E. A. (2021). Pengaruh Resiko Keamanan dan Kepercayaan Terhadap Niat Menggunakan Kembali dengan Moderasi Religiusitas Pada Mobile Payment Aplikasi OVO di Surabaya dan Sidoarjo [Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya]. http://eprints.perbanas.ac.id/8073/
Johnson, M. D., Herrmann, A., & Huber, F. (2006). The Evolution of Loyalty Intentions. Journal of Marketing, 70(2), 122–132. https://doi.org/10.1509/jmkg.70.2.122
Khaddapi, M., Burhanuddin, B., Sapar, S., Salju, S., & Risal, M. (2022). Pengaruh Kualitas Pelayanan Kepuasan Pelanggan Melalui Loyalitas Terhadap Minat Membeli Kembali di Jinan Pet Care and Veterinary Palopo. Jurnal Aplikasi Bisnis Dan Manajemen, 8(3), 951–961. https://doi.org/10.17358/jabm.8.3.951
Khalid, A., Lee, O., Choi, M., & Ahn, J. (2018). The effects of customer satisfaction with e-commerce system. Journal of Theoretical and Applied Information Technology, 96(2), 481–491.
Lee, C. H., Eze, U. C., & Ndubisi, N. O. (2011). Analyzing key determinants of online repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200–221. https://doi.org/10.1108/13555851111120498
Lee, M. K. O., & Turban, E. (2001). A Trust Model for Consumer Internet Shopping. International Journal of Electronic Commerce, 6(1), 75–91. https://doi.org/10.1080/10864415.2001.11044227
Masiaga, N. R., Worang, F. G., & Mandagie, Y. (2022). Pengaruh Keamanan dan Kepercayaan Terhadap Kepuasaan Pelanggan yang Berbelanja Secara Online di Lazada.Com. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(2), 900–910. https://doi.org/10.35794/emba.v10i2.40476
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The Influence of EWOM Characteristics on Online Repurchase Intention: Mediating Roles of Trust and Perceived Usefulness. Online Information Review, 40(7), 1090–1110. https://doi.org/10.1108/OIR-11-2015-0373
Munawaroh, M., Sulaksono, H., & Hidayah, T. (2022). Pengaruh Persepsi Keamanan, Kemudahan Bertransaksi, Harga, Dan Kualitas Informasi Terhadap Minat Beli Ulang Melalui Kepuasan Pelanggan Pada Online Travel Agency (OTA) Traveloka.com. JMBI : Jurnal Manajemen Bisnis Dan Informatika, 2(1), 1–15. https://doi.org/10.31967/prodimanajemen.v2i1.541
Oni, O. O., & Adeyeye, M. M. (2020). Digital Commerce Security and Customer Satisfaction in South West Nigeria. Fountain University Osogbo Journal of Management (FUOJM), 2020(2), 69–81.
Parthasarathy, M., & Bhattacherjee, A. (1998). Understanding Post-Adoption Behavior in the Context of Online Services. Information Systems Research, 9(4), 362–379. https://doi.org/10.1287/isre.9.4.362
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. A. (2021). The Role of E-Satisfaction, E-Word of Mouth and E-Trust on Repurchase Intention of Online Shop. International Journal of Data and Network Science, 5(4), 593–600. https://doi.org/10.5267/j.ijdns.2021.8.008
Reichheld, F. F., & Schefter, P. (2000). E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review, 74(8). https://hbr.org/2000/07/e-loyalty-your-secret-weapon-on-the-web
Sa’adah, U. (2023). Pengaruh Security Terhadap Repurchase Intention yang Dimediasi Oleh E-Satisfaction (Studi Pada Pengguna Marketplace di Indonesia) [Sekolah Tinggi Ilmu Ekonomi (STIE) PGRI Dewantara Jombang]. https://repository.stiedewantara.ac.id/3630/
Santi, E. R., & Supriyanto, A. (2020). Pengaruh Kualitas Produk, Kepuasan Pelanggan, dan Promosi Online Terhadap Minat Beli Ulang (Studi Kasus Pada Sate Taichan Banjar D’Licious). Jurnal Sains Manajemen Dan Kewirausahaan (JSMK), 2(1), 47–56. https://ppjp.ulm.ac.id/journal/index.php/jsmk/article/view/9025
Sugiyono. (2022). Metode Penelitian Kuantitatif. Alfabeta.
Suryani, S., & Koranti, K. (2022). Kualitas Pelayanan, Kepercayaan dan Keamanan serta Pengaruhnya Terhadap Kepuasan Pelanggan melalui Sikap Pengguna E-Commerce. Jurnal Ilmiah Ekonomi Bisnis, 27(2), 183–198. https://doi.org/10.35760/eb.2022.v27i2.5189
Trivedi, S. K., & Yadav, M. (2020). Repurchase Intentions in Y Generation: Mediation of Trust and E-Satisfaction. Marketing Intelligence and Planning, 38(4), 401–415. https://doi.org/10.1108/MIP-02-2019-0072
Wang, Y., Anderson, J., Joo, S. J., & Huscroft, J. R. (2020). The leniency of return policy and consumers’ repurchase intention in online retailing. Industrial Management and Data Systems, 120(1), 21–39. https://doi.org/10.1108/IMDS-01-2019-0016
Wilson, N., Alvita, M., & Wibisono, J. (2021). the Effect of Perceived Ease of Use and Perceived Security Toward Satisfaction and Repurchase Intention. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 145. https://doi.org/10.24912/jmieb.v5i1.10489
Yusuf, M. F., Pramana, E., & Setiawan, E. I. (2023). Faktor-Faktor yang Mempengaruhi Repurchase Intention Pada E-Marketplace Dengan Menggunakan Extended Expectation Confirmation Model (ECM). Teknika, 12(1), 1–10. https://doi.org/10.34148/teknika.v12i1.573
Zhao, Y., & Bacao, F. (2021). How Does the Pandemic Facilitate Mobile Payment? An Investigation on Users’ Perspective Under the COVID-19 Pandemic. International Journal of Environmental Research and Public Health, 18(3), 1–22. https://doi.org/10.3390/ijerph18031016