Pengaruh Institusional Structures, Trust In Seller, Seller Past Performance, Perceived Risk, dan Customer Satisfaction Terhadap Transaction Intentions di Situs Kaskus
DOI:
https://doi.org/10.24002/modus.v28i1.665Abstract
Abstrak
Kredibilitas penjual yang baik dalam bisnis online akan meningkatkan kepercayaan konsumen pada perusahaan, menurunkan persepsi risiko, meningkatkan kepuasan dan meningkatkan niat untuk melakukan pembelian ulang. Selain kredibilitas penjual dalam bisnis online, informasi mengenai kinerja penjual di masa yang lampu juga merupakan informasi yang dapat digunakan sebagai referensi pembentukan kepercayaan konsumen. Kepercayaan yang dimiliki konsumen juga memberikan pengaruh terhadap kepuasan konsumen saat transaksi bisnis melalui media online.
Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh institutional structures (buyer-driven certification, auction house escrow dan credit card guarantee) dan seller past performance terhadap trust in seller, mengetahui pengaruh trust in seller dan seller past performance terhadap perceived risk, mengetahui pengaruh trust in seller dan seller past performance terhadap customer satisfaction, mengetahui pengaruh trust in seller, perceived risk, customer satisfaction dan seller past performance terhadap transaction intentions, dan mengetahui perbedaan penilaian konsumen pada variabel institusional structures (buyer-driven certification, auction house escrow dan credit card guarantee), trust in seller, perceived risk, customer satisfaction, seller past performance dan transaction intentions berdasarkan perbedaan karakteristik konsumen.
Hasil penelitian menunjukkan bahwa institusional structures (buyer-driven certification, auction house escrow dan credit card guarantee), trust in seller, customer satisfaction, dan seller past performance memberikan pengaruh yang positif terhadap niat pembelian konsumen dalam bisnis online. Persepsi risiko pada penelitian ini tidak memiliki pengaruh terhadap niat pembelian konsumen dalam bisnis online.
Kata kunci: Efektivitas Pemasaran, Persepsi Risiko, Seller Past Performance, Transaction Intentions, Trust in Seller.
Abstract
Good seller’s credibility in the online business will boost consumer confidence in the company, lowering the perceived risk, increase customer satisfaction and increase intention to make repeat purchases. In addition to the seller's credibility in the online business, information on the performance of the seller in the future also light is information that can be used as a reference establishment of consumer confidence. The trust that consumers would be effect on consumer satisfaction when business transactions through online media.
This study was conducted to determine the effect of institutional structures (buyer-driven certification, auction house escrow and credit card guarantee) and the seller the past performance of the trust in the seller, knowing the effect of trust in the seller and the seller the past performance of the perceived risk, knowing the effect of trust in seller and the seller past performance on customer satisfaction, knowing the effect of trust in the seller, perceived risk, customer satisfaction and the seller the past performance of the transaction intentions, and knowing the difference of consumer ratings on variable institutional structures (buyer-driven certification, auction house escrow and credit card guarantee), trust in the seller, perceived risk, customer satisfaction, seller past performance and transaction intentions based on different characteristics of the consumer.
The results showed that the institutional structures (buyer-driven certification, auction house escrow and credit card guarantee), trust in the seller, customer satisfaction, and past performance sellers provide a positive influence on consumer purchase intentions in the online business. The perception of risk in this study had no influence on consumer purchase intentions in the online business.
Keywords: Marketing Effectiveness, Risk Perception, Seller Past Performance, Transaction Intentions, Trust in Seller.
References
Ba, S., dan Pavlou, P.A., (2002). Evidence of the Effect of Trust Buliding Technology in Electronic Market: Price Premiums & Buyer Behavior. MIS Quarterly. Vol. 26, No. 3, 243–268.
Chellappa, R.K., dan Pavlou, P.A., (2002). Perceived Information Security, Financial Liability and Consumer Trust in Electronic Commerce Transactions. Logistics Information Management, Vol. 15, No. 5, 358-368.
Childers, T., Carr, C., Peck, J., dan Carson, S., (2001), Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior. Journal of Retailing, Vol. 77, 511–535.
Darwin, S. dan Kunto, Y.S. (2014), Analisis Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan dengan Kepuasan dan Kepercayaan Pelanggan Sebagai Variabel Intervening pada Asuransi Jiwa Manulife Indonesia – Surabaya. Jurnal Manajemen Pemasaran, Vol. 2. No. 1, 1-12.
Doney, P.M., dan Cannon, J.P. (1997). An Examination of the Nature of Trust in Buyer – Seller Relationship. Journal of Marketing, Vol. 4, No 3, 180-194.
Farizi, H., dan Syaefullah. (2014). Pengaruh Persepsi Kegunaan, Persepsi Kemudahan, Persepsi Resiko, dan Kepercayaan terhadap Minat menggunakan Internet Banking. Jurnal Akuntansi Universitas Brawijaya Malang, 1-18.
Ferrinadewi, E. (2005). Pengaruh Tipe Keterlibatan Konsumen Terhadap Kepercayaan Merek dan Dampaknya Pada Keputusan Pembelian, Modus, Vol. 17, No 1.
Ishak, A., dan Luthfi, Z. (2011). Pengaruh Kepuasan Dan Kepercayaan Konsumen Terhadap Loyalitas: Studi Tentang Peran Mediasi Switching Costs. Jurnal Siasat Bisnis, Vol. 15. No. 1, 55-66.
Jarvenpaa, S.L., Tractinsky, J., dan Vitale, M. (2000). Consumer Trust in an Internet Store. Information Technology and Management, Vol. 1, No. 1, 45-71.
Jogiyanto, H.M. (2007). Teori Portofolio dan Analisis Investasi. Yogyakarta: BPFE.
Kotler, P., dan Armstrong, G. (2012). Manajemen Pemasaran, Analisis, Perencanaan, Implementasi dan Pengendalian. Jakarta: Erlangga.
Lau, G, dan Lee, S, (1999), Consumers Trust in a Brand and Link to Brand Loyalty, Journal of Marketing Focused Management, 4, 341-370.
Mowen, J. dan Minor, M. (2008). Perilaku Konsumen Edisi 5 Jilid 1&2, (Lina Salim, penterjemah). Jakarta: Erlangga.
Mulyono, R.A. (2014). Pengaruh Privasi, Kemanan, Kepercayaan, Dan Pengalaman Terhadap Niat Untuk Bertransaksi Secara Online. Jurnal Ekonomi Manajemen, Fakultas Ekonomi Universitas Gunadarma.
Murwatiningsih dan Apriliani, E.P. (2013). Pengaruh Risiko Harga Terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen. Jurnal Dinamika Manajemen. Vol. 4. No. 2, 184-191.
Pavlou, P.A., dan Gefen,D. (2002). Building Effective Online Marketplaces with Institution-based Trust. Proceedings of Twenty-Third International Conference on Information Systems.
Saputro, B.D. (2010). Pengaruh Persepsi Kemudahan Penggunaan, Kepercayaan, Kecemasan Berkomputer dan Kualitas Layanan Terhadap Minat Menggunakan Internet Banking, Nominal. Jurnal Nominal, Vol. 2. No. 1, 36-63.
Schiffman, L., dan Kanuk, L.L. (2012). Perilaku Konsumen. Jakarta: Indeks.
Sukma, A.A. (2012). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Social Networking Websites. Jurnal Ekonomi Manajemen, Fakultas Ekonomi Universitas Gunadarma.
Tjiptono, F., (2008) Strategi Pemasaran, Yogyakarta: Andi Offset.
Umar, H. (2003). Metode Penelitian Untuk Skripsi dan Tesis Bisnis. Jakarta: PT. Raja Grafindo Persada.
Utomo, P., Lestariningsih, E., dan Suhari, Y. (2014). Kepercayaan terhadap Internet serta Pengaruhnya pada Pencarian Informasi dan Keinginan Membeli secara Online. Jurnal Dinamika Informatika, Vol. 3, No. 1, 23.
