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Abstrak :
Bisnis berbentuk e-commerce di Indonesia tumbuh dengan pesat, salah satu e-commerce terbesar di Indonesia adalah Lazada, yang memiliki marketshare dan tingkat awareness tersbesar diantara e-commerce lainnya. Namun, persaingan Lazada ke depan akan semakin ketat, dan mempertahankan konsumen menjadi permasalahan utama bagi Lazada. Oleh karena itu penelitian ini bertujuan untuk menganalisis pengaruh e-shopping value dan transaction cost (information searching cost, moral hazard cost, spesific asset investment) sebagai faktor-faktor yang mempengaruhi repurchase intention belanja online. Sampel penelitian ini adalah konsumen yang pernah berbelanja di Lazada.co.id dalam kurun waktu enam bulan terakhir. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian ini menunjukkan bahwa e-shopping value memiliki pengaruh positif yang signifikan terhadap repurchase intention. Sementara itu, moral hazard cost memiliki pengaruh negatif yang signifikan terhadap repurchase intention, sedangkan information searching cost dan spesific asset investment tidak memiliki pengaruh yang signfikan terhadap repurchase intention. Disamping itu, information searching cost memiliki pengaruh negatif yang signfikan terhadap e-shopping value, sedangkan moral hazard cost dan spesific asset investement tidak memiliki pengaruh yang signifikan terhdap e-shopping value.

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E-commerce in Indonesia is growing rapidly, one of the largest e-commerce in Indonesia is Lazada, which has the largest marketshare and the highest level of awareness of e-commerce among others. However, Lazada competition in the future will be more competitve, and retain customers become a major problem for Lazada and other e-commerce. Therefore, this study aimed to analyze the influence of e-shopping value and transaction costs (information searching costs, moral hazard cost, the specific asset investment) as factors that affect the repurchase intention of online shopping. The sample was consumers who ever shopped at Lazada.co.id within the last six months. The data is processed by using Structural Equation Modeling. These results indicate that e-shopping value has a positive effect on repurchase intention. Meanwhile, the cost of moral hazard have a significant negative effect on repurchase intention, while searching information and the specific asset investment cost doesn?t have a signiffficant effect on repurchase intention. In addition, information searching cost has significantly negative effect on the value of e-shopping, while moral hazard and the specific cost of assets Investments does not have a significant effect terhdap e-shopping value.

Abstrak :
Niat pembelian konsumen dapat dipengaruhi oleh informasi yang berlebih selama belanja online. Oleh karena itu, pentingnya menginvestasikan setiap aspek identitas web dan layanan web dalam belanja online telah diakui, mulai dari aesthetic appeal, layout and functionality, serta financial security terhadap attitudinal loyalty dan behavioral loyalty yang dimediasi oleh perceived e-shopping value. Desain penelitian yang digunakan dalam penelitian ini adalah konklusif-deskriptif dengan tipe cross-sectional. Metode purposive sampling digunakan dalam penelitian ini dengan menganalisis 270 responden berjenis kelamin wanita berusia antara 17 sampai 35 tahun, berdomisili di wilayah JaBoDeTaBek dan pernah melakukan pembelanjaan produk kosmetik dan kecantikan melalui situs web Sociolla paling lama tiga bulan terakhir mulai dari Januari – Maret 2020. Metode pengumpulan data yang digunakan dalam penelitian ini adalah metode survei dengan membagikan kuesioner via online dan pengolahan data dilakukan dengan menggunakan teknik Partial Least Squares - Structural Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan aesthetic appeal, layout and functionality, serta financial security memiliki pengaruh terhadap perceived e-shopping value, attitudinal loyalty dan behavioral loyalty.

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Consumer purchase intentions can be influenced by excess information during online shopping. Therefore, the importance of investing every aspect of web identity and web services in online shopping has been recognized, ranging from aesthetic appeal, layout and functionality, as well as financial security to attitudinal loyalty and behavioral loyalty mediated by perceived e-shopping value. The research design used in this study was conclusive-descriptive with cross-sectional type. The purposive sampling method was used in this study by analyzing 270 female respondents aged between 17 to 35 years, residing in the JaBoDeTaBek area and having spent cosmetics and beauty products through the Sociolla website for the latest three months starting from January - March 2020. Method data collection used in this study is a survey method by distributing questionnaires via online and data processing is carried out using Partial Least Squares - Structural Equation Modeling (PLS-SEM) techniques. The results showed that aesthetic appeal, layout and functionality, and financial security have an influence on perceived e-shopping value, attitudinal loyalty and behavioral loyalty.