Peran Strategi Pengurangan Risiko dalam Memediasi Kepuasan Terhadap Niat Pembelian Kembali Sayuran Segar Melalui E-Commerce di Daerah Istimewa Yogyakarta

Isna Vania Karepesina, Dr. Hani Perwitasari, S.P., M.Sc.

2026 | Tesis | S2 Magister Manj.Agribisnis

Pesatnya pertumbuhan e-commerce di Daerah Istimewa Yogyakarta (DIY) memberikan potensi pasar yang signifikan bagi distribusi sayuran segar. Namun, sebagai produk yang mudah rusak dan bersifat experience goods, sayuran segar yang dibeli melalui e-commerce memiliki risiko pembelian yang relatif tinggi, sehingga penting untuk memahami faktor-faktor yang mendorong niat pembelian kembali konsumen. Penelitian ini bertujuan untuk: (1) menganalisis pengaruh kualitas produk, persepsi nilai, persepsi kegunaan, dan kualitas layanan elektronik terhadap kepuasan konsumen; (2) menganalisis pengaruh kepuasan konsumen terhadap niat pembelian kembali; (3) menganalisis peran mediasi kepuasan konsumen; dan (4) menganalisis efek moderasi strategi pengurangan risiko pada hubungan antara kepuasan konsumen dan niat pembelian kembali. Penelitian ini menggunakan metode survei dengan melibatkan 134 responden yang pernah membeli sayuran segar melalui e-commerce di DIY dalam enam bulan terakhir. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa kualitas produk, persepsi kegunaan, dan kualitas layanan elektronik berpengaruh positif dan signifikan terhadap kepuasan konsumen, sedangkan persepsi nilai tidak berpengaruh signifikan. Kepuasan konsumen berpengaruh signifikan terhadap niat pembelian kembali. Kepuasan konsumen secara signifikan memediasi pengaruh kualitas produk, persepsi kegunaan, dan kualitas layanan elektronik terhadap niat pembelian kembali, tetapi tidak memediasi pengaruh persepsi nilai. Strategi pengurangan risiko tidak memoderasi secara signifikan hubungan antara kepuasan konsumen dan niat pembelian kembali, yang menunjukkan bahwa kepuasan yang terbentuk dari pengalaman pembelian sebelumnya lebih dominan dibandingkan pertimbangan berbasis risiko dalam mendorong niat pembelian kembali.

The rapid growth of e-commerce in the Special Region of Yogyakarta (DIY) presents significant market potential for the distribution of fresh vegetables. However, as perishable products and experience goods, fresh vegetables purchased through e-commerce involve relatively high purchasing risks, highlighting the importance of understanding the factors that drive consumers’ repurchase intentions. This study aims to: (1) analyze the effects of product quality, perceived value, perceived usefulness, and electronic service quality on customer satisfaction; (2) analyze the effect of customer satisfaction on repurchase intention; (3) analyze the mediating role of customer satisfaction; and (4) analyze the moderating effect of risk reduction strategies on the relationship between customer satisfaction and repurchase intention. This study employed a survey method involving 134 respondents who had purchased fresh vegetables through e-commerce in the Special Region of Yogyakarta within the previous six months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that product quality, perceived usefulness, and electronic service quality have positive and significant effects on customer satisfaction, whereas perceived value has no significant effect. Customer satisfaction has a significant effect on repurchase intention. Customer satisfaction significantly mediates the effects of product quality, perceived usefulness, and electronic service quality on repurchase intention, but does not mediate the effect of perceived value. Risk reduction strategies do not significantly moderate the relationship between customer satisfaction and repurchase intention, indicating that satisfaction formed through previous purchasing experiences plays a more dominant role than risk-based considerations in driving repurchase intention.

Kata Kunci : kepuasan konsumen, e-commerce, sayuran segar, niat pembelian kembali, strategi pengurangan risiko