ANALISIS PENGARUH RISIKO YANG DIRASAKAN TERHADAP NIAT PEMBELIAN ULANG YANG DIMEDIASI KEPUASAN DALAM LAYANAN PERUSAHAAN E-COMMERCE B2C

Suwandy, Silvia (2018) ANALISIS PENGARUH RISIKO YANG DIRASAKAN TERHADAP NIAT PEMBELIAN ULANG YANG DIMEDIASI KEPUASAN DALAM LAYANAN PERUSAHAAN E-COMMERCE B2C. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to analyze the perceived impact of risk on repatriated intentions of satisfaction in the B2C e-commerce services company. The population in this study are all consumers who joined in e-commerce Business to Consumer. The sample used is 100 respondents by using purposive sampling method. Data analysis technique used in this research is validity test, reliability test, classical assumption test, multiple regression test, t test, F test, coefficient of determination R², and path analysis. In this study, there are four components in online purchases that are considered risky, namely the uncertainty of the costs incurred, the process of delivery of goods, product performance and anxiety of individual consumers. The results of this study prove that there is a negative and significant influence between financial risk, delivery risk, product risk and individual risk to satisfaction variable. The results of this study also proved that there is a negative and significant influence between financial risk variables, delivery risk, product risk, and individual risk to variable repurchase intention. In addition, the results of this study also proves that there is a positive and significant influence between the variables satisfaction variable purchase intention. The results of this study also proves that there is a negative influence between perceived risk variables on variable purchase intention and proved that consumer satisfaction mediate the relationship between independent variables ie the perceived risk to the dependent variable is the intention of repeat purchase. Keywords: perceived risk, consumer satisfaction, repurchase intention, B2C e-commerce

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