PENGARUH PAPARAN, AFINITAS, DAN KETERGANTUNGAN TERHADAP PERILAKU PEMBELIAN ULANG KONSUMEN
DOI:
https://doi.org/10.24002/modus.v32i1.3209Abstract
ABSTRACT
This research aims to investigate the effect of exposure and affinity on dependency and the effect of dependency on repurchase intention in smartphone context. Exposure and affinity are considered important factors that trigger dependency. Exposure is a state of condition when making contact (exposed) with something. While affinity is a condition of users who want to be always close to something. This research has three hypotheses. Data were collected from 200 respondents using purposive sampling technique. Research data collection using a questionnaire that has been distributed to undergraduate students at Universitas Gadjah Mada, Yogyakarta, then processed and analyzed using structural equation modeling techniques with LISREL software. The result of this research shows that exposure and affinity have positive and significant effect to dependency, meanwhile dependence has positive and significant effect on repurchase intention. All hypotheses in this study were accepted and will be discussed in detail in this research article.
Keywords: exposure; affinity; dependency; repurchase intention; smartphone
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh paparan dan afinitas terhadap ketergantungan dan pengaruh ketergantungan pada niat untuk membeli kembali / minat beli ulang dalam konteks ponsel cerdas (smartphone). Paparan dan afinitas dianggap sebagai faktor penting yang memicu ketergantungan. Paparan adalah kondisi saat melakukan kontak (terekspos) dengan sesuatu. Sedangkan afinitas adalah kondisi pengguna yang ingin selalu dekat dengan sesuatu. Penelitian ini memiliki tiga hipotesis. Data dikumpulkan dari 200 responden menggunakan teknik purposive sampling. Pengumpulan data penelitian menggunakan kuisioner yang telah dibagikan kepada mahasiswa sarjana Universitas Gadjah Mada, Yogyakarta, kemudian diolah dan dianalisis menggunakan teknik pemodelan persamaan struktural dengan perangkat lunak LISREL. Hasil penelitian ini menunjukkan bahwa paparan dan afinitas berpengaruh positif dan signifikan terhadap ketergantungan, sedangkan ketergantungan sendiri berpengaruh positif dan signifikan terhadap minat beli ulang. Semua hipotesis pada penelitian ini diterima dan akan dibahas secara detail dalam artikel penelitian ini.
Kata kunci: paparan; afinitas; ketergantungan; minat beli ulang; smartphone
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