Pengaruh Nilai Sosial dan Nilai Emosional terhadap Keputusan Pembelian Online Dimediasi oleh Kepuasan Konsumen: Studi Toko Lazada.co.id pada Mahasiswa UIN Maulana Malik Ibrahim Malang
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Institusion
Universitas Islam Negeri Maulana Malik Ibrahim Malang
Author
Sa’adah, Isnatus
Subject
Datestamp
2018-08-24 08:30:30
Abstract :
?????? ????? ????? ???????? ???????????? ???? ??? ????? ???? ??????? ?????? ????? ? ???? ???? ????? ????? ????? ???????. ??? ???? ?? ???? ???? ???????? ?????? ???????. ??? ????? ????????? ????????? ?????????? (ICT) ??? ??? ?????? ??????? ??????????? ??? ?????????? ??????? ? ???????? ???? ?????? ?? ???? ??????? ??????? ??? ?????? ???????? ???????????. ??? ???? ??? ??? ???? ?????? ?? ?????????? ??? ?????? ??? ????????. ? ???? ???? ??? ????? ?????? ??? ???????? ???? "??????" (Lazada.co.id). ?????? ?? ???? ??????? ????? ???????? ?? "??????" (Lazada.co.id) ????? ????? ????? ???? ? ????? ???????? ?? ???????. ??? ??????? ???? ??? ???? ?????? ?? ??????? ??? ???????? ???? ????? ??? ???????? ??? ???? ???????. ??? ???? "??????" (Lazada.co.id) ??????? ???????? ???????? ?????? ?????? ?????????? ????????? ??????? ???? ???? ??? ????????. ?????? ??????? ?? ??? ????? ????? ????? ?????? ?? ????? ???? 99 ??????? ???????? ???? ?????? (Slovin) ?????? ???????? ??????? (Path Analysis) ??????? ?????. ???? ????? ??? ????? ??? ?? ?????? ?????????? ? ???????? ??? ????? ????? ??? ?????? ??????. ? ???? ????? ??? ????? ?????? ?????????? ? ???????? ??? ?????? ?????? ??? ???????? ?? ???? ?????? ????????. ABSTRACT Internet and technology (IT) development that grows quickly really affects the development of business sector. IT provides new opportunities for businessman. This makes companies want that their products are known by the public. The development of Information and Communication Technology (ICT), especially e-commerce causes business strategy or sales as the spearhead of all business leading to the company and technology utilizing. This causes many consumers turning into online shopping. It also affects online shopping business such as Lazada.co.id. There are many students who like shopping on Lazada.co.id because the price is more affordable and quality of the products / services is good. The competition occurs because many online stores try as much as possible to get customers. So Lazada.co.id needs to retain customers by paying attention towards the social and emotional value of customers that impact on customer satisfaction. This research uses quantitative approach with samples of 100 respondents were taken by using Slovin formula as data analysis in the form of path analysis (Path Analysis) as mediation test. The result shows that the effects of social value and emotional value have a direct influence towards purchasing decisions. There are indirect influences i.e. influence of social value and emotional value toward online purchasing decisions through consumer satisfaction ABSTRAK Perkembangan internet dan teknologi (IT) yang demikian pesat sangat mempengaruhi perkembangan dunia bisnis. IT memberikan peluang baru bagi para pelaku bisnis. Hal ini, membuat setiap perusahaan menmginginkan produknya dikenal oleh masyarakat luas. Perkembangan Information and Communication Technology (ICT) khususnya e-commerce menyebabkan strategi bisnis maupun penjualan sebagai ujung tombak semua bisnis menjadi semakin mengarah kepada perusahaan dan penggunaan teknologi. Hal ini berakibat banyak konsumen yang beralih pada belanja online. Hal ini juga berdampak pada bisnis belanja online yaitu Lazada.co.id. Banyak mahasiswa yang berlangganan belanja di Lazada.co.id karena dirasa lebih terjangkau harga dan kualitas produk/layanan. Bentuk persaingan yang terjadi karena banyaknya toko online yang berusaha sebanyak-banyaknya mendapatkan pelanggan. Sehingga Lazada.co.id dituntut untuk terus mempertahankan pelanggannya dengan memperhatikan nilai sosial dan emosional pelanggan yang berdapak pada kepuasan konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel yang di ambil sebanyak 100 responden dengan menggunakan rumus slovin sebagai analisis data berupa analisis jalur (Path Analysis) sebagai uji mediasi. Hasil ini menunjukkan bahwa pengaruh nilai sosial dan nilai emosional mempunyai pengaruh langsung terhadap keputusan pembelian. Ada pengaruh tidak langsung pengaruh nilai sosial dan nilai emosional terhadap keputusan pembelian online melalui kepuasan konsumen.
?????? ????? ????? ???????? ???????????? ???? ??? ????? ???? ??????? ?????? ????? ? ???? ???? ????? ????? ????? ???????. ??? ???? ?? ???? ???? ???????? ?????? ???????. ??? ????? ????????? ????????? ?????????? (ICT) ??? ??? ?????? ??????? ??????????? ??? ?????????? ??????? ? ???????? ???? ?????? ?? ???? ??????? ??????? ??? ?????? ???????? ???????????. ??? ???? ??? ??? ???? ?????? ?? ?????????? ??? ?????? ??? ????????. ? ???? ???? ??? ????? ?????? ??? ???????? ???? "??????" (Lazada.co.id). ?????? ?? ???? ??????? ????? ???????? ?? "??????" (Lazada.co.id) ????? ????? ????? ???? ? ????? ???????? ?? ???????. ??? ??????? ???? ??? ???? ?????? ?? ??????? ??? ???????? ???? ????? ??? ???????? ??? ???? ???????. ??? ???? "??????" (Lazada.co.id) ??????? ???????? ???????? ?????? ?????? ?????????? ????????? ??????? ???? ???? ??? ????????. ?????? ??????? ?? ??? ????? ????? ????? ?????? ?? ????? ???? 99 ??????? ???????? ???? ?????? (Slovin) ?????? ???????? ??????? (Path Analysis) ??????? ?????. ???? ????? ??? ????? ??? ?? ?????? ?????????? ? ???????? ??? ????? ????? ??? ?????? ??????. ? ???? ????? ??? ????? ?????? ?????????? ? ???????? ??? ?????? ?????? ??? ???????? ?? ???? ?????? ????????. ABSTRACT Internet and technology (IT) development that grows quickly really affects the development of business sector. IT provides new opportunities for businessman. This makes companies want that their products are known by the public. The development of Information and Communication Technology (ICT), especially e-commerce causes business strategy or sales as the spearhead of all business leading to the company and technology utilizing. This causes many consumers turning into online shopping. It also affects online shopping business such as Lazada.co.id. There are many students who like shopping on Lazada.co.id because the price is more affordable and quality of the products / services is good. The competition occurs because many online stores try as much as possible to get customers. So Lazada.co.id needs to retain customers by paying attention towards the social and emotional value of customers that impact on customer satisfaction. This research uses quantitative approach with samples of 100 respondents were taken by using Slovin formula as data analysis in the form of path analysis (Path Analysis) as mediation test. The result shows that the effects of social value and emotional value have a direct influence towards purchasing decisions. There are indirect influences i.e. influence of social value and emotional value toward online purchasing decisions through consumer satisfaction ABSTRAK Perkembangan internet dan teknologi (IT) yang demikian pesat sangat mempengaruhi perkembangan dunia bisnis. IT memberikan peluang baru bagi para pelaku bisnis. Hal ini, membuat setiap perusahaan menmginginkan produknya dikenal oleh masyarakat luas. Perkembangan Information and Communication Technology (ICT) khususnya e-commerce menyebabkan strategi bisnis maupun penjualan sebagai ujung tombak semua bisnis menjadi semakin mengarah kepada perusahaan dan penggunaan teknologi. Hal ini berakibat banyak konsumen yang beralih pada belanja online. Hal ini juga berdampak pada bisnis belanja online yaitu Lazada.co.id. Banyak mahasiswa yang berlangganan belanja di Lazada.co.id karena dirasa lebih terjangkau harga dan kualitas produk/layanan. Bentuk persaingan yang terjadi karena banyaknya toko online yang berusaha sebanyak-banyaknya mendapatkan pelanggan. Sehingga Lazada.co.id dituntut untuk terus mempertahankan pelanggannya dengan memperhatikan nilai sosial dan emosional pelanggan yang berdapak pada kepuasan konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel yang di ambil sebanyak 100 responden dengan menggunakan rumus slovin sebagai analisis data berupa analisis jalur (Path Analysis) sebagai uji mediasi. Hasil ini menunjukkan bahwa pengaruh nilai sosial dan nilai emosional mempunyai pengaruh langsung terhadap keputusan pembelian. Ada pengaruh tidak langsung pengaruh nilai sosial dan nilai emosional terhadap keputusan pembelian online melalui kepuasan konsumen.
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