PENGARUH PERSEPSI RISIKO DAN PENGALAMAN BERBELANJA SEBELUMNYA TERHADAP KEINGINAN MEMBELI DARING [EFFECT OF RISK PERCEPTION AND PREVIOUS SHOPPING EXPERIENCE ON BUYING ONLINE]

Alvian Febrianto, Claudia Hamijoyo, Nelson Nursalim, Sabrina Sattwika, Handyanto Widjojo

Abstract


This study aims to test the influence of financial risk, product risk, security risk, time risk, social risk, and previous experience of online buying toward online purchase intention. Quantitative research was performed by online survey using google form. Questionnaire was distributed among internet users who have online purchasing experiences through marketplaces in Indonesia. The data of 242 respondents was collected and analyzed by regression method. The findings proved that financial risk and previous experience of online buying have positive impacts significantly, while time risk showed negative impact toward online purchase intention significantly. The result of this research is expected to give understanding and suggestion for ecommerce manager about important factors that influence the consumers to do online purchase in the pandemic time and Indonesian context.

Bahasa Indonesia Abstrak: Penelitian ini bertujuan untuk mengetahui hubungan karakteristik pekerjaan dan stres kerja terhadap intention to stay serta melihat peran stres kerja sebagai variabel yang memediasi antara karakteristik pekerjaan dan intention to stay; dan melihat peran peer & supervisor support sebagai variabel yang memoderasi antara karakteristik pekerjaan dan intention to stay. Penelitian ini dilakukan kepada 202 karyawan milenial dari 5 e--commerce terbesar di Indonesia. Analisa data menggunakan metode regresi menggunakan makro proses Hayes pada aplikasi SPSS. Temuan penelitian ini menunjukkan bahwa karakteristik pekerjaan dan stres kerja berpengaruh secara negatif dan signifikan terhadap intention to stay; stres kerja memediasi hubungan antara karakteristik pekerjaan dan intention to stay secara signifikan; dan peer & supervisor support memoderasi hubungan antara karakteristik pekerjaan dan intention to stay. Oleh karena itu, penting bagi manajemen e- commerce untuk memastikan bahwa karyawan dibekali dengan sumber daya yang cukup untuk melakukan pekerjaan, baik sumber daya manusia, teknologi, maupun dukungan dari peer dan supervisor, serta terus mengembangkan program pengembangan karyawan yang menarik agar karyawan milenial semakin termotivasi untuk mengeluarkan potensi terbaiknya.


Keywords


financial risk; previous online buying; online purchase intention; e-commerce



DOI: http://dx.doi.org/10.19166/derema.v17i1.4261

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Copyright (c) 2022 Handyanto Widjojo, Alvian Febrianto, Claudia Hamijoyo, Nelson Nursalim, Sabrina Sattwika, Handyanto Widjojo

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