Factors Influencing Purchase Intention Using Peer-to-Peer Social Media Platform Online Shopping

Detha Eliza, Wing Wahyu Winarno, Hendrik Hendrik

Abstract

Transaksi jual beli secara daring sekarang banyak dimanfaatkan pelaku bisnis, salah satunya adalah Peer-to-Peer e-commerce melalui online shop. Dengan adanya online shop, konsumen tidak perlu repot-repot mendatangi toko konvensional dalam mendapatkan barang. Namun berbelanja menggunakan online shop memiliki resiko diantaranya rawan penipuan, produk yang telah dipesan dan dibayar tidak dikirim dan kualitas produk tidak sama. Walaupun banyak permasalahan yang menimbulkan kerugian yang dialami konsumen namun pada kenyataannya hal tersebut tidak mengurungkan konsumen untuk tetap belanja melalui daring. Tujuan peneliti untuk menganalisis faktor-faktor yang berpengaruh terhadap niat beli menggunakan Peer-to-Peer platform media sosial dalam berbelanja daring. Penelitian ini menggunakan metode kuantitatif dan analisis data menggunakan Stuctural-Equation-Modelling dengan software Partial-Least-Square. Dengan sampel 100 orang menyimpulkan manfaat ekonomi dan kelanjutan pembelian adalah penentu kepuasan dan niat beli konsumen. Penelitian ini menyimpulkan niat dan kepuasan pelanggan pada konteks akomodasi dan transportasi daring dapat digeneralisasi pada konteks belanja daring Peer-to-Peer meskipun terdapat perbedaan temuan.


 

Keywords

Niat Beli; Peer-to-Peer; Media Sosial, Belanja Online

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