Pengaruh Expectation-Confirmation Model, Perceived Usefulness, Loyalitas Konsumen dan Perceived Incentives pada Niat Membeli Ulang Daring Konsumen Maskapai Penerbangan di Yogyakarta

RENJI GUNADI, Basu Swastha Dharmmesta, Prof. Dr., M.B.A.

2014 | Skripsi | MANAJEMEN

Penelitian ini berfokus dalam meneliti variabel niat membeli ulang daring dan faktor apa saja yang mempengaruhinya. Dalam penelitian ini faktor tersebut adalah Expectation-Confirmation Model yang berupa variabel Konfirmasi dan Kepuasan, serta variabel Perceived Usefulness, Loyalitas Konsumen dan Perceived Incentives. Penelitian ini merupakan replikasi dari penelitian sebelumnya yang menggunakan model yang sama dengan menggunakan 7 hipotesis. Dimana obyek riset penelitian ini adalah sistem website daring maskapai penerbangan di Yogyakarta dan subyek risetnya adalah individu yang pernah membeli tiket pesawat melalui website maskapai penerbangan. Berdasar hasil penelitian, diketahui bahwa 6 dari 7 hipotesis didukung. Dimana variabel perceived usefulness, kepuasan dan loyalitas konsumen terbukti mempengaruhi niat membeli ulang daring, kepuasan terbukti mempengaruhi loyalitas konsumen, konfirmasi mempengaruhi perceived usefulness dan kepuasan. Sedangkan variabel perceived incentives tidak terbukti mempengaruhi niat membeli ulang daring. Penelitian ini juga memberikan kontribusi pada studi mengenai perilaku konsumen dalam berbelanja daring dimana faktor Expectation-Confirmation Model, variabel perceived usefulness dan loyalitas konsumen secara konsisten mempengaruhi niat membeli ulang daring. Terbukti dari penelitian-penelitian sebelumnya yang juga memberikan hasil yang positif untuk variabel-variabel tersebut.

This research is focuses on examine Online Repurchase Intention and what factors influence it. In this study these factors are the Expectation-Confirmation Model in the form of Confirmation and Satisfaction, and Perceived Usefulness, Consumer Loyalty and Perceived Incentives. This research is a replication from previous research that used the same model with the 7 hypotheses. The research object is the online system of airline websites in Yogyakarta city and its subject is an individual who ever bought a plane ticket through the airline's website. Based on this research, it is known that 6 of the 7 hypotheses are supported. While Perceived Usefulness, Satisfaction and Consumer Loyalty shown to affect the Online Repurchase Intention, Satisfaction shown to affect Customer Loyalty, and Confirmation shown to affect Perceived Usefulness and Satisfaction. Perceived Incentives not proven to be affecting Online Repurchase Intention. This study also contributes to the study of consumer behavior in online shopping where the Expectation-Confirmation Model factors, Perceived Usefulness and Consumer Loyalty consistently affect consumer Online Repurchase Intention. This is shown from previous studies that also gave positive results for these variables.

Kata Kunci : , expectation-confirmation model, niat membeli ulang daring, perceived usefulness, kepuasan, konfirmasi, loyalitas konsumen, perceived incentives