PENGARUH PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, SATISFACTION DAN PERCEIVED ENJOYMENT TERHADAP ONLINE REPURCHASE INTENTION (STUDI PADA BELANJA ONLINE PAKAIAN JADI DI KALANGAN MAHASISWA POLITEKNIK DI KOTA PONTIANAK)

Authors

  • Novita B11211008

DOI:

https://doi.org/10.26418/ejme.v1i1.1469

Abstract

Penelitian ini menganalisis pengaruh perceived usefulness, perceived ease of use, satisfaction dan perceived enjoyment terhadap online repurchase intention baik secara simultan maupun secara parsial. Penelitian difokuskan pada niat pembelian ulang pakaian jadi di kalangan mahasiswa politeknik di kota Pontianak. Penelitian ini termasuk jenis penelitian eksplanatori dengan pengambilan sampel menggunakan metode proportional random sampling. Variabel penelitian terdiri dari variabel bebas (perceived usefulness, perceived ease of use, satisfaction dan perceived enjoyment) dan variabel tidak bebas (online repurchase intention) yang diukur menggunakan skala Likert. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada mahasiswa di Politeknik Negeri Pontianak (POLNEP) dan Politeknik Tonggak Equator (POLTEQ). Hasil pembahasan menunjukkan bahwa perceived usefulness, perceived ease of use, satisfaction dan perceived enjoyment secara simultan mempunyai pengaruh signifikan terhadap online repurchase intention. Perceived usefulness, satisfaction dan perceived enjoyment secara parsial berpengaruh signifikan terhadap online repurchase intention, sedangkan perceived ease of use tidak berpengaruh signifikan terhadap online repurchase intention.

 

Kata Kunci: perceived usefulness, perceived ease of use, satisfaction, perceived enjoyment, online repurchase intention.

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Published

2013-03-20

Issue

Vol. 1 No. 1 (2013): JURNAL MAHASISWA MAGISTER MANAJEMEN

Section

Articles

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