Peran Frekuensi Belanja (Studi Pada Webmall)

Olivia Barcelona Nasution

Abstract


Pengalaman konsumen dalam berbelanja online sering diabaikan oleh penjual, terutama penjual online, sebenarnya pengalaman konsumen yang dirasakan menentukan apakah konsumen akan melakukan pembelian berulang atau tidak. Studi ini meneliti pengalaman konsumen dalam konteks frekuensi belanja konsumen. Hasil penelitian menunjukkan bahwa kepuasan, kepercayaan dan harapan yang disesuaikan mempengaruhi niat pembelian kembali ketika konsumen memiliki frekuensi pembelian yang lebih rendah. Sedangkan pada konsumen yang memiliki frekuensi pembelian lebih tinggi, hanya harapan yang disesuaikan yang mempengaruhi niat pembelian kembali.

Keywords


Kepuasan, Kepercayaan, harapan yang disesuaikan, minat beli ulang, webmall.

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DOI: https://doi.org/10.26486/jpsb.v6i2.560

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