The Factors Influencing Customer Attitude and Its Impact on Online Repurchase Intention (Study case on Berrybenka.com)

GITA INTAN CARISSA , -

2017 | Skripsi | S1 MANAJEMEN

ABSTRACT Purpose The research is conducted based on the research questions in which will be used to determine the factors that influences customer’s attitude and the online repurchase intentions of customers of Berrybenka.com. With the rapid growth of E-commerce activities, it is of critical importance to identify the determinants of the repurchase intention to both researchers and practitioners. This research attempts to explain the relationship between online shopping businesses and customers by testing the model incorporating the mechanisms of perceived quality, satisfaction, trust and consumers repurchase intention. Methodology This study uses the hypothetico-deductive method to test the hypotheses of the research. The participants of this study amounted to 152 people, consisting of Indonesian females with the age ranged from 18 to 27 years old as well as including consumers whom have purchased goods from Berrybenka online. A self-completed questionnaire which were spread throughout the internet are used to gather the data. The data result is coded and analyzed using the SPSS 21.0 program. Including the T-test, path analysis and ANOVA tests following the Linear Regressions analysis method. Findings The research findings indicates that trust and satisfaction are the factors which influences customer attitude of Berrybenka. Customer attitude are proven in affecting customer repurchase intention. Meanwhile, perceived quality evidently is not the factor which influence customer attitude. The most important factor which influences customer attitude is trust. Limitation The participants of the survey are limited in which the demographic falls in the age range of only 18 to 27 year olds. The sample of the study consist of one online shop, Berrybenka, which cannot be deputed and generalized towards all online shops in Indonesia as well as the customers. Practical Implications This research specifically suggest the sample of this online shop which is ; Berrybenka , to improve their services because of many emerging problems experienced by customers. Many being related to the decrease of trust such as late product arrival, product is different from purchase, unexpected results from promised offering etc. Since, the result of this study indicates that trust is the most important factor influencing attitude of their customers and will implicate to repurchase intention, Berrybenka should improve their service in order to increase trust level of their customers.

ABSTRACT Purpose The research is conducted based on the research questions in which will be used to determine the factors that influences customer’s attitude and the online repurchase intentions of customers of Berrybenka.com. With the rapid growth of E-commerce activities, it is of critical importance to identify the determinants of the repurchase intention to both researchers and practitioners. This research attempts to explain the relationship between online shopping businesses and customers by testing the model incorporating the mechanisms of perceived quality, satisfaction, trust and consumers repurchase intention. Methodology This study uses the hypothetico-deductive method to test the hypotheses of the research. The participants of this study amounted to 152 people, consisting of Indonesian females with the age ranged from 18 to 27 years old as well as including consumers whom have purchased goods from Berrybenka online. A self-completed questionnaire which were spread throughout the internet are used to gather the data. The data result is coded and analyzed using the SPSS 21.0 program. Including the T-test, path analysis and ANOVA tests following the Linear Regressions analysis method. Findings The research findings indicates that trust and satisfaction are the factors which influences customer attitude of Berrybenka. Customer attitude are proven in affecting customer repurchase intention. Meanwhile, perceived quality evidently is not the factor which influence customer attitude. The most important factor which influences customer attitude is trust. Limitation The participants of the survey are limited in which the demographic falls in the age range of only 18 to 27 year olds. The sample of the study consist of one online shop, Berrybenka, which cannot be deputed and generalized towards all online shops in Indonesia as well as the customers. Practical Implications This research specifically suggest the sample of this online shop which is ; Berrybenka , to improve their services because of many emerging problems experienced by customers. Many being related to the decrease of trust such as late product arrival, product is different from purchase, unexpected results from promised offering etc. Since, the result of this study indicates that trust is the most important factor influencing attitude of their customers and will implicate to repurchase intention, Berrybenka should improve their service in order to increase trust level of their customers.

Kata Kunci : Online Shopping, Online Repurchase Behavior of Customers Online, Satisfaction, Repurchase Intention, Trust, Perceived quality, Customer Attitude, Indonesia.