Analisis Perceived risk, Perceived Value dan Online Consumer Review Terhadap Online Repurchase Intention Produk Fashion di Kabupaten Kampar di Moderasi Kepercayaan
DOI:
https://doi.org/10.24014/jti.v8i2.17967Abstract
Belanja online pada saat ini merupakan aktivitas yang sering dilakukan terutama penggunanya mengalami peningkatan sejak pendemi Covid-19. Belanja secara online bisa alternatif yang memudahkan pola perilaku belanja yang menawarkan kebutuhan sehari-hari tanpa harus meninggalkan rumah. Generasi Z merupakan Generasi yang dekat dengan dunia digital. Umumnya di daerah cenderung kelengkapan produknya lebih sedikit dibandingkan di provinsi yang menyediakan kebutuhan produk yang bervariasi karena banyak beridiriya mall. Data dikumpulkan terhadap 270 responden melalui kuesioner dengan teknik analisa menggunakan structural equation model – Amos. Hasil penelitian menunjukan tidak terdapat pengaruh perceived risk terhadap kepercayaan, terdapat pengaruh perceived value dan online consumer review terhadap kepercayaan, terdapat pengaruh (perceived risk, perceived value dan online consumer review) terhadap online repurchase intention, kepercayaan mempengaruhi online repurchase intention, kepercayaan mampu memoderasi (perceived value dan online consumer review terhadap online repurchase intention sedangkan perceived risk tidak. Penelitian selanjutnya diharapkan mampu memperluas cakupan yang mampu membahas online repurchase intention seperti perilaku impulse buying.
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