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INVESTIGATING THE ROLE OF TRUST TOWARD CUSTOMER REPURCHASE INTENTION IN ONLINE TOURISM SHOPPING IN INDONESIA

RIZKY ARIF BUDIMAN, Sahid Susilo Nugroho, Dr., M.,Sc.

2016 | Tesis | S2 Manajemen

Perkembangan infrastruktur di Indonesia mebuahkan kemajuan teknolgi di Indonesia. Salah satunya adalah internet, Internet sudah mulai berintegrasi diseluruh sektor di Indonesia, baik disektor perekonomian maupun sektor sosial budaya. Seiring dengan berkembangnya internet di Indonesia, entitas bisnis yang ada di Indonesia sudah mulai menjamah pasar pasar yang tadinya tidak terjamah oleh entitas bisnis mereka. Entitas bisnis ini pun mulai membangun online shop yang di gunkan oleh entitas bisnis ini untuk berinteraksi dengan konsumen mereka dimanapun konsumen mereka berada dengan mengunakan internet. Namun, dikeranekan online shop termasuk hal yang baru di Indonesia, rasa percaya konsumen masih menjadi masalah utama yang di hadapi entitas bisnis dalam menjalankan online shop mereka. Diadopsi dari penelitian terdahulu yang dilakukan oleh Kim, Lee, dan Chung (2010), penelitian ini di lakukan untuk menguji hubungan antara rasa percaya konsumen terhadap niat konsumen untuk melakukan pembeian ulang pada toko online khususnya, toko pariwisata online. Penelitian ini dilakuakn dengan cara terlebih dahulu mencari hubungan antara faktor faktor yang mempengaruhi rasa percaya konsumen yakni Transaction Security, Navigation Functionality, dan Cost Effectiveness terhadap rasa percaya konsumen, dan dilanjutkan dengan mencari hubungi antara rasa percaya konsumen terhadap niat mebeli ulang di toko online tersebut. Obyek dari penelitian ini adalah toko pariwisata online secara umum dan tidak di khususkan pada satu toko. Dalam proses pengumpulan data, peneliti menggunakan online kuisioner yang di sebarkan di forum forum online ternama di Indonesia dan sosial media. Hasil penelitian menunjukkan bahwa Transaction Security, Navigation Functionality, dan Cost Effectiveness berpengaruh positif dan signifikan terhadap rasa percaya konsumen dan rasa percaya konsumen juga berpengaruh positif dan signifikan terhadap niat membeli ulang pada toko pariwisata online yang mereka percayai. Hasil penelitian ini juga mendukung hasil penelitian terdahulu. Pada bagian akhir dari penelitian ini penulis meberikan beberapa implikasi manajerial untuk manajer yang terkait pada topik ini. Selain itu, beberapa keterbatasan penelitian dan beberapa arahan untuk penelitian selanjutnya juga disampaikan.

The development of infrastructure in Indonesia ends up with progress in technological development in Indonesia. One of them is Internet; the Internet has begun to integrate across multiple sector in Indonesia, either in the economic sector or socio-cultural sector. Along with the development of the Internet in Indonesia, business entity in Indonesia has begun to touch market that was not touched by their business before. These business entities began to build an online shop for their business, the online shop are going to be used by the business entity to interact with their customers wherever their customers are by using the internet. However, since online shop still considered as a new thing in Indonesia, costumer trust is still a major problem faced by business entities in running their online shop. Adopted from previous research done by Kim, Lee and Chung (2010), the study was done to examine the relationship between customer trusts towards customer Re-purchase intentions, particularly in online tourism shop. This study was conducted in stages, first researcher looking for a relationship between factors which will affect customer trust which are the Transaction Security, Navigation Functionality, and Cost Effectiveness towards customer trust, and continues to find the relationship between the customer trusts towards customer re-purchase intention. The object of this study is online tourism shop in general and is not exempted in specific online tourism shop. In the process of collecting data, researchers used online questionnaire and spread through famous Indonesian online forums and social media. The research results showed that the Transaction Security, Navigation Functionality, and Cost Effectiveness have positive and significant influence on customer trust and customer trust is also has positive and significant influence customer Re-purchase intention in online store which they believe in. The results also support previous research, and on the last part of this research the authors also gave several managerial implications for managers related to this topic. In addition, some research limitations in the study and some direction for future research are also presented.

Kata Kunci : Internet, Online Shop, Online Tourism Shop, Transaction Security, Navigation Functionality, Cost Effectiveness, Trust, Re-purchase Intention.