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Dea Gabriella Eclesi
Pengaruh Persepsi Konsumen Tentang E-Store Image Dalam Pengambilan Keputusan Pembelian Suatu Produk. (Studi Kasus: E-Store di Indonesia) = The Influence of Customer Perception towards E-Store Image in a Product Purchase Decision (Case Study : E-Store in Indonesia)
"Penelitian ini membahas mengenai pengaruh persepsi konsumen terhadap e-store image dalam pengambilan keputusan pembelian suatu produk, yaitu e-store di Indonesia. Dalam penelitian ini, pengolahan data dilakukan dengan menggunakan Structural Equation Modeling dengan program LISREL 8.72. Hasil penelitian ini menunjukkan bahwa e-store image mempengaruhi secara positif terhadap perceived value ( utilitarian dan hedonic value) serta berdampak pada intensi pembelian suatu produk.
This research investigates the influence of country of consumer perceptions towards e-store image in a product purchase decision. The case study used is e-store in Indonesia. In this research, Structural Equation Modeling (SEM) with LISREL 8.71 program has been used to process the data. The result shows that country of origin image. The results of this study indicate that e-store image influenced positively against the perceived value (both hedonic and utilitarian value) as well as the impact on product purchase decision. Interpretations, limitations, and managerial implications are discussed further."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2015
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UI - Skripsi Membership  Universitas Indonesia Library
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Azief Muhammad Ribkhan
Efek Mediasi Citra Halal dari Marketplace Online terhadap Niat Konsumen Muslim untuk Berlangganan Kembali pada Marketplace Online : Studi Kasus Tokopedia Salam = Mediating Effect of Halal Image on Muslim Consumers' Intentions to Repatronage Online Marketplace: Study Case of Tokopedia Salam
"Dengan jumlah populasi muslim terbesar di dunia dan peningkatan transaksi digital di Indonesia setiap tahunnya mengalami peningkatan. Diperlukan marketplace online yang menyediakan produk berserifikat halal untuk menjaga hak konsumen muslim dalam beribadah melalui konsumsi. Penelitian ini bertujuan menganalisis pengaruh langsung maupun tidak langsung dari variabel sikap, kepuasan, persepsi nilai, persepsi kegunaan, pengetahuan mengenai prinsip halal, dan citra halal terhadap niat konsumen muslim untuk berlangganan pada toko online. Pengaruh tidak langsung diperantarai oleh variabel citra halal. Peneliti mengolah 234 data yang berasal dari responden konsumen muslim yang pernah berbelanja di Tokopedia Salam menggunakan metode Structural Equation Model (SEM) dengan bantuan perangkat lunak LISREL 8.8 dan AMOS 22. Penelitian ini menemukan bahwa sikap, kepuasan, persepsi kegunaan memengaruhi citra halal secara positif, sedangkan persepsi nilai dan pengetahuan mengenai prinsip halal tidak memengaruhi citra halal. Temuan lain dalam penelitian ini yaitu kepuasan, persepsi kegunaan, dan citra halal memengaruhi niat konsumen muslim untuk berlangganan pada toko online secara positif, sedangkan sikap, dan persepsi nilai tidak memengaruhi niat konsumen muslim untuk berlangganan pada toko online, serta pengetahuan mengenai prinsip halal ditemukan memengaruhi niat konsumen muslim untuk berlangganan pada toko online secara negatif. Citra halal ditemukan memiliki efek sebagai variabel intervening saat memediasi pengaruh sikap, kepuasan, dan persepsi kegunaan terhadap niat konsumen muslim untuk berlangganan pada toko online
Indonesia with the largest Muslim population and the ever increasing value in digital transaction every year. Online marketplace that provides halal certified products are required to safeguarding Muslim consumer rights in worship through consumption. This study aims to analyze the direct and indirect effect of attitude, satisfaction, perceived value, perceived usefulness, knowledge of halal principle, and halal image towards muslim’s online repatronage intention. The author also hypothesized the mediating effect of halal image. This study involved 234 muslim consumers’ that previously buy from Tokopedia Salam, the data were processed by using Structural Equation Modeling (SEM) method with LISREL 8.8 and AMOS 22. The result showed that attitude, satisfaction, perceived usefulness had positive influence on halal image, while perceived value and knowledge of halal principle doesn’t influence halal image. Furthermore, satisfaction, perceived usefulness, and halal image was also found positively influence online repatronage intention, while attitude and perceived value doesn’t have influence towards online repatronage intention, also knowledge of halal principle was found to be negatively influence online repatronage intention. Halal image was found to be mediating the effect of attitude, satisfaction, and perceived usefulness towards online repatronage intention."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
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UI - Skripsi Membership  Universitas Indonesia Library
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Kharina Dwinanda Putri
Pengaruh Tampilan Produk dan Warna pada Apparel Website terhadap Niat Beli Konsumen = "The Effect of Product Presentation and Color on Apparel Website towards Consumer Purchase Intention"
"Industri online retailing semakin berkembang pesat di Indonesia, dengan produk pakaian menjadi salah satu kategori produk yang paling sering dibeli secara online. Saat mengunjungi apparel website, konsumen terpapar desain website dan informasi produk. Warna merupakan salah satu elemen desain website. Sedangkan tampilan produk berperan sebagai informasi bagi konsumen karena konsumen tidak dapat melihat dan menyentuh pakaian secara langsung. Tampilan produk dan warna menjadi stimulus bagi konsumen. Karya akhir ini bertujuan untuk menganalisa apakah tampilan produk dan warna menghasilkan respon konsumen yang berbeda-beda setelah mengunjungi website, yang dapat dilihat melalui emosi, sikap konsumen terhadap website, dan niat pembelian melalui website. Dari penelitian ini dapat disimpulkan bahwa terdapat perbedaan emosi dan sikap konsumen berdasarkan tampilan produk dan warna suatu website, yang akhirnya mempengaruhi niat beli konsumen.
Online retailing industry is growing rapidly in Indonesia, with clothing products become one of the most frequently purchased online. When visiting an apparel website, consumers exposed to website design and information regarding the product. Color is one of the elements of the website design. Whereas the product presentation serves as information for consumer because they can’t see and touch the clothes directly. Product presentation and color become a stimulus for consumers. This thesis aims to analyze whether the product presentation and colors generate different consumer response after visiting the website, which can be seen through the emotion, consumer attitude toward the website, and purchase intention through the website. From this study, it can be concluded that there is a difference of emotion and consumer attitude based on product presentation and color of an apparel website, which ultimately affects their purchase intention."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2015
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UI - Tesis Membership  Universitas Indonesia Library
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Swastinika Naima Moertadho
Perbandingan Usability Situs E-marketplace Versi Mobile dan Versi Web di Indonesia: Studi Kasus Tokopedia, Shopee, dan Bukalapak = Usability Comparison of Mobile-Based and Web-Based Online Marketplaces in Indonesia: A Case Study of Tokopedia, Shopee, and Bukalapak
"Penggunaan internet di Indonesia telah meningkat secara drastis dalam 10 tahun terakhir, didominasi oleh akses melalui perangkat mobile. Salah satu industri yang sering diakses oleh pengguna internet adalah e-marketplace, dengan mayoritas penggunanya menggunakan perangkat mobile. Meskipun begitu, masih sedikit penelitian yang membandingkan interaksi pengguna dengan platform mobile dan web. Penelitian ini bertujuan untuk membantu dalam bidang tersebut, dengan memberikan insight mengenai perbandingan usability serta perbedaan pemanfaatan situs versi web dan mobile untuk tiga e-marketplace terpopuler di Indonesia: Tokopedia, Shopee, dan Bukalapak. Riset ini dilakukan menggunakan mixed methods, dengan data kuantitatif berupa hasil kuesioner dan System Usability Scale, serta data kualitatif berupa hasilUsability Testing, wawancara pengguna, serta wawancara dengan ahli desain antarmuka. Hasil penelitian menunjukkan bahwa pengguna menilai usability aplikasi mobile cenderung lebih baik dibandingkan situs web. Hal ini dikarenakan pengguna menilai berbelanja melalui aplikasi mobile lebih mudah, dengan adanya voucher serta pembayaran yang praktis. Kendati demikian, pengguna juga menyatakan lebih mudah melakukan product discovery melalui situs web karena layar yang lebih besar. Rekomendasi yang dapat diberikan untuk situs e-marketplace adalah untuk fokus mendesain fitur product discovery seperti mencari dan melihat barang yang baik pada situs web, dan proses checkout yang baik pada aplikasi mobile.
Over the past decade, internet usage in Indonesia has increased dramatically, with access through mobile devices leading the way. One of the frequently accessed industry is e-marketplace, with many of its users accessing through mobile devices. However, there is still minimal research regarding users’ interaction with the web platform compared to the mobile platform. This research aims to fill that gap by providing insight into the usability comparison between desktop and mobile versions of Indonesia’s top three e-marketplaces: Tokopedia, Shopee, and Bukalapak. On top of that, this research also explores how certain features of the mentioned e-marketplaces are being utilized by users. The research uses a mixed method approach, with quantitative data in the form of a questionnaire and System Usability Scale, and qualitative data gained through Usability Testing, user interview, and interview with a design expert. The results of this research suggest that users give higher scores to mobile applications of e-marketplace compared to desktop sites. This is due to users perceiving shopping through mobile apps as easier, thanks to the availability of vouchers and convenient payment methods. However, users also state that they prefer doing product discovery through desktop sites due to a bigger screen. For e-marketplace sites, the recommendation given is to focus on improving product discovery features such as searching and viewing products on desktop sites, and focus on improving the checkout process for mobile applications."
Depok: Fakultas Ilmu Komputer Universitas Indonesia, 2021
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UI - Skripsi Membership  Universitas Indonesia Library
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Kurnia Sandy
Pengaruh employee retention terhadap perceived firm performance dan perceived innovation performance (Studi pada IT Startups di DKI Jakarta) = Effect of employee retention on perceived firm performance and perceived innovation performance (Study on IT Startups in Jakarta Special Capital Region)
"Penelitian ini bertujuan untuk menjelaskan hubungan antara praktik employee retention dengan perceived firm performance dan perceived innovation performance. Menggunakan analisis regresi linier pada sampel dengan 100 responden yang merupakan karyawan IT pada perusahaan IT startups bidang marketplace. Penelitian ini menunjukkan bahwa praktik employee retention dalam bentuk development and empowerment dan supportive organisational culture berpengaruh secara positif terhadap perceived firm performance. Temuan serupa juga terdapat pada hubungan antara employee retention terhadap perceived innovation performance. Temuan lainnya menunjukkan bahwa kedua dimensi employee retention yaitu development and empowerment dan supportive organisational culture memiliki hubungan positif terhadap perceived firm performance. Dimensi supportive organisational culture juga memiliki hubungan positif terhadap perceived innovation performance, sedangkan tidak ditemukan hubungan serupa antara dimensi development and empowerment terhadap perceived innovation performance.
This study aims to explain the effect of employee retention on perceived firm and perceived innovation performance. Using regression linier analysis on a sample of 100 responden from IT employees working in IT startups marketplace in DKI Jakarta. The study has highlighted that employee retention in form of development and empowerment and supportive organisational culture are positively related to perceived firm and innovation performance. Findings have also highlighted the positive relationship between both dimensions of employee retention, development and empowerment and supportive organisational culture, and perceived firm performance. Supportive organisational culture also has a positive relation with perceived innovation performance. However, no such relationship has been found between development and empowerment and perceived innovation performance."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2020
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UI - Skripsi Membership  Universitas Indonesia Library
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Verdy Septian Nugraha
Pengaruh Mekanisme Pembentukan-Kepercayaan Daring terhadap Kepercayaan dan Repurchase Intentions pada Marketplace Tokopedia = The Effects of Online Trust Mechanisms on Trust and Repurchase Intentions in Marketplace Tokopedia.
"Studi ini meneliti tentang mekanisme kepercayaan customer secara online sebagai anteseden dari repurchase intention customer di marketplace elektronik. Penelitian ini menggunakan data berupa hasil survei dari 749 customer Tokopedia di Indonesia untuk menguji model penelitian yang diusulkan. Studi empiris dilakukan dengan menggunakan pendekatan SEM-PLS. Studi ini menemukan bahwa kedua belah pihak, marketplace elektronik dan e-seller memiliki pengaruh masing-masing dalam membentuk repurchase intention. Temuan menunjukkan bahwa, bagi customer Indonesia, marketplace elektronik, seperti Tokopedia, memiliki peran penting dalam membentuk transaksi online daripada e-seller. Ini berarti bahwa tidak ada hubungan yang dapat dipertukarkan antara peran marketplace elektronik sebagai pihak ketiga dan e-seller dalam pembentukan repurchase intention. Penelitian ini bertujuan untuk menjelaskan perilaku customer di marketplace elektronik dalam membentuk kepercayaan kepada e-penjual dan marketplace sendiri menggunakan sampel dari customer Indonesia dan marketplace Tokopedia, yang memiliki model bisnis yang berbeda dengan penelitian sebelumnya. Tujuannya adalah untuk mengkonfirmasi dan mengeksplorasi kelayakan dari model mekanisme kepercayaan. Hasil penelitian dapat digunakan manajer untuk memilih dan mengevaluasi fitur marketplace apa saja yang dapat dipertahankan dan dikembangkan dalam rangka meningkatkan kepercayaan customer berdasarkan dimensi dan kegunaan yang dipersepsi oleh customer.
This study describes and extends the current literature about customer online-trust mechanisms as the antecedent of customer's repurchase intentions in the marketplace environment. The research collects survey data from 749 Tokopedia customers in Indonesia to test the proposed research model. Empirical studies conducted using SEM-PLS approach. This study found that both party, marketplace and e-seller have their path on forming repurchase intention. However, the findings indicate that, for Indonesian customers, the marketplace, such as Tokopedia, has a critical role in forming any online transaction than an e-seller who has a low significant effect. It is mean that there is no interchangeable relationship between the role of the marketplace as a third party and e-seller in forming customer repeat purchase. The research aims to explain customer behavior in the online marketplace environment in forming a trust to e-seller and marketplace using a sample from Indonesian customer and Tokopedia marketplace, which have a different business model with previous research. The aim is to confirm and explore the properness of the trust-mechanism model. Our results can help the manager to select which marketplace feature can be maintained and developed to improve customer trust base on the dimension and usefulness that customers perceived. Categorizing the sample whose have a lot of experience and first-timer customer is needed to expand the variety of results base on their prior experience. Also, the model can be used to explain the trust-mechanism in a different type of e-commerce, such as apply to studies social commerce."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
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UI - Tesis Membership  Universitas Indonesia Library
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Andi Adrian Adiputra Iwan
Pengaruh Persepsi Kegunaan Tinjauan Online, Kepercayaan, dan Risiko yang Dipersepsikan terhadap Niat Pembelian Online di E-commerce Indonesia = The Effect of Perceived Usefulness of Online Reviews, Trust, and Perceived Risk on Online Purchase Intention in Indonesia E-commerces
"Investigasi online purchase intentions di e-commerce Indonesia dengan fokus pada pengaruh trust, perceived risk, and perceived usefulness of online reviews adalah tujuan dari penelitian ini. Temuan tersebut berasal dari survey online yang ditanggapi oleh 203 partisipan pengguna e-commerce di Indonesia. Menurut hasil dari Partial Least Squares - Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS, perceived usefulness of online reviews mempengaruhi trust dan online purchase intention. Selain itu, perceived risk dan online purchase intentions tidak terpengaruh oleh trust. Lalu, perceived risk mempengaruhi online purchase intention. Menurut temuan tersebut, perusahaan e-commerce Indonesia harus bekerja untuk mendorong pelanggan memposting ulasan positif secara online untuk meningkatkan kepercayaan dan memperkuat pembelian online.
Investigating online purchase intentions in Indonesian e-commerce with a focus on the influence of trust, perceived risk, and perceived usefulness of online reviews is the goal of this study. The findings came from an online survey that had 203 respondents of Indonesian e-commerces users. According to results from partial least squares structural equation modeling (PLS-SEM) using SmartPLS, the perceived value of online reviews affects trust and online purchase intention. Furthermore, perceived risk and purchase intention are unaffected by trust. Additionally, perceived risk affects plans to make purchases online. According to the findings, Indonesian e-commerce companies should work to encourage customers to post positive reviews online in order to increase trust and strengthen online purchases."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
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UI - Skripsi Membership  Universitas Indonesia Library
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Ketut Ajeng Sespiani
Efek Pesan Persuasif terhadap Persepsi akan Kualitas dan Keinginan untuk Membeli (Studi Eksperimental pada Label Produk Kosmetik) = Effects of Persuasive Messages on Perceived Quality and Intention to Purchase (Experimental Study on Cosmetic Product Labels)
"Berangkat dari perspektif persuasi, peneliti mengkaji konsep isyarat pada label alami produk sampo yang dilandasi oleh terbatasnya hubungan antara isyarat pada label non makanan terhadap sikap konsumen. Teori Elaboration Likelihood Model (ELM), digunakan untuk mengkaji konsep isyarat. Selain itu, tujuan lainnya adalah untuk mengidentifikasi faktor lain yang terlibat dalam proses persuasi, seperti motivasi, pengetahuan, dan pengalaman. Metode yang digunakan adalah metode eksperimen desain faktorial (2x2) dengan manipulasi elemen intrinsik dan ekstrinsik dari label. Data yang didapat menunjukkan isyarat pada label tidak berpengaruh terhadap persepsi kualitas dan minat untuk membeli responden. Walaupun demikian, ketika dilakukan uji dengan moderasi Hayes, ditemukan bahwa pengetahuan dan pengalaman dapat mengurangi efek dari elemen desain terhadap persepsi kualitas. Lalu pada interaksi moderasi, ditemukan bahwa interaksi motivasi dan pengalaman, serta interaksi pengetahuan dan pengalaman memiliki korelasi terhadap elemen desain dan persepsi kualitas. Hal ini menunjukkan bahwa ELM belum sesuai dalam menjelaskan perubahan perilaku konsumen pada produk berlabel alami. Responden memproses label secara rasional dan berdasarkan preferensi individu, sehingga resisten terhadap efek persuasi. Keterbatasan dan rekomendasi penelitian akan diidentifikasi dan dibahas pada bab penutup
Researchers investigate the concept of cues on the labels of natural shampoo products from the standpoint of persuasion, based on the limited relationship between cues on non-food labels and consumer attitudes. The theory of Elaboration Likelihood Model (ELM) investigates the concept of cues. Another goal is to identify other factors that play a role in the persuasion process, such as motivation, knowledge, and experience. A factorial design experiment (2x2) with manipulation of the intrinsic and extrinsic elements of the label was used. The data obtained show that the label cues have no effect on the perceived quality and purchase intention of the respondents. However, when tested with Hayes moderation, knowledge and experience were found to reduce the effect of design elements on perceived quality. The interaction of motivation and experience, as well as the interaction of knowledge and experience, were then found to be correlated with design elements and perceived quality in the moderation interaction. This finding indicates that ELM is ineffective in explaining changes in consumer behavior toward natural-label products. Respondents process labels rationally and according to their personal preferences, so they are resistant to persuasion effects. In the final chapter, limitations and research recommendations will be identified and discussed."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2022
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UI - Tesis Membership  Universitas Indonesia Library
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Tisha Raisa Almira
Pengaruh penerapan hyper-personalization terhadap consumer purchase behaviour melalui behavioral intention: studi pelanggan zalora di Jakarta = The Effect of hyper-personalization towards consumer purchase behavior with mediating variable behavioral intention on zalora’s consumers in Jakarta.
"Penelitian ini akan membahas mengenai penerapan hyper-personalization yang di refleksikan melalui variabel attitude, subjective norm, perceived ease of use, dan perceive usefulness. Keempat variabel tersebut akan mengukur pengaruh terhadap consumer purchase behavior melalui behavioral intention pada pelanggan Zalora di Jakarta. Penerapan hyper-personalization diterapkan oleh Zalora melalui penawaran email, notifikasi, dan fitur aplikasi. Pengukuran penerapan tersebut dikaji melalui variabel attitude, subjective norm, perceived ease of use, dan perceived usefulness. Hubungan antar variabel ini diukur melalui pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada 100 responden yang merupakan pelanggan Zalora. Ketentuan pelanggan tersebut pernah membeli produk Zalora dan pernah menerima penawaran email, notifikasi, dan mengetahui fitur personalisasi aplikasi Zalora. Hasil penelitian menunjukkan bahwa variabel perceived usefulness memiliki pengaruh paling signifikan terhadap consumer purchase behavior maupun behavioral intention secara hubungan langsung maupun tidak langsung. Hasil dari implementasi dari hyper-personalization di Zalora ditujukan untuk keberlanjutan startegi digital marketing di e-commerce pada industri pakaian dan kecantikan serta akan didiskusikan berserta saran bagi penelitian kedepannya.
This study will discuss the application of hyper-personalization which is reflected through the variables of attitudes, subjective norms, perceived ease of use, and perceived usefulness. The four variables in this study will measure the influence on consumer purchasing behavior through behavioral intention to Zalora customers in Jakarta. Zalora's application of hyper-personalization through email offers, notifications and application features. Measurement of the application is examined through the variables of attitudes, subjective norms, perceived ease of use, and perceived usefulness. The relationship between variables measured through a quantitative approach with data through a questionnaire to 100 respondents who are Zalora customers. The provisions of this customer have purchased Zalora products and have received email offers, notifications, and seen the Zalora application's personalization features. The results showed that the variable felt had the most significant influence on consumer purchasing behavior and behavioral intention in a direct or indirect relationship. The results of the hyper-personalization implementation at Zalora are aimed at the sustainability of digital marketing strategies in e-commerce in the clothing and beauty industry and will be discussed along with suggestions for future research."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2021
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UI - Skripsi Membership  Universitas Indonesia Library
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Anwar Hasyim
Pengaruh Self-Congruity dan Virtual Interactivity melalui Live Streaming pada Brand Equity dari Online Influencer dan Purchase Intention Pengguna Tiktok Indonesia = The Impact of Self-Congruity and Virtual Interactivity through Live Streaming on Online Influencer’s Brand Equity and Purchase Intention of Indonesian TikTok Users
"Penelitian ini membahas faktor-faktor yang berpengaruh terhadap intensi pembelian dan ekuitas merek yang dimiliki oleh online influencer dalam menggunakan fitur siaran langsung pada aplikasi TikTok di Indonesia. Penelitian ini melaksanakan survei terhadap 248 responden yang berusia 18 hingga 24 tahun, pernah menggunakan fitur live streaming di TikTok dan berdomisili di Indonesia. Adapun metode penyebaran kuesioner dilakukan secara online menggunakan Google Form dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan software pengolahan data LISREL dan SPSS. Hasil dalam penelitian ini menunjukkan bahwa ideal-self congruity pada self-congruity theory dan virtual interactivity terbukti memengaruhi online influencer’s brand equity secara signifikan yang selanjutnya akan berpengaruh terhadap purchase intention melalui brand awareness, brand image, dan brand loyalty secara berurutan.
This study discusses the factors that influence purchase intention and brand equity owned by online influencers through the usage of live streaming features on the TikTok app in Indonesia. This study conducted a survey of 248 respondents aged 18 to 24 years, ever used live streaming feature in TikTok, and lived in Indonesia. The questionnaire distribution method was collected online using Google Form and analyzed using Structural Equation Modeling (SEM) with LISREL and SPSS data processing software. The results in this study show that ideal self-congruity in self-congruity theory and virtual interactivity are proven to significantly affect online influencer's brand equity which will further affect purchase intention through brand awareness, brand image, and brand loyalty respectively."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2023
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UI - Skripsi Membership  Universitas Indonesia Library
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