PERAN PERSEPSI OTENTISITAS, PERSEPSI NILAI, PERSEPSI RISIKO DAN KEPUASAN KONSUMEN TERHADAP NIAT PEMBELIAN KEMBALI PADA AIRBNB DAN HOTEL DI BALI
DOI:
https://doi.org/10.26486/jpsb.v13i2.4850Kata Kunci:
Persepsi Nilai, Persepsi Otentisitas, Persepsi Risiko, Airbnb dan Hotel di BaliAbstrak
Airbnb telah menjadi pesaing serius bagi hotel konvensional dalam ranah sharing economy. Penelitian ini bertujuan untuk membandingkan faktor-faktor yang memengaruhi kepuasan pelanggan dan niat pembelian kembali pada pengguna Airbnb dan hotel di Bali. Dengan menggunakan metode survei terhadap 230 responden, faktor yang diteliti meliputi persepsi otentisitas, persepsi nilai, dan persepsi risiko. Hasil penelitian menunjukkan bahwa persepsi otentisitas dan persepsi nilai memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen. Sementara itu, persepsi risiko tidak memiliki pengaruh negatif yang signifikan. Temuan lainnya menunjukkan bahwa kepuasan konsumen secara positif dan signifikan memengaruhi niat pembelian kembali. Meskipun terdapat perbedaan signifikan dalam tingkat kepuasan antara pengguna Airbnb dan hotel, tidak ada perbedaan signifikan dalam niat pembelian kembali di antara kedua kelompok tersebut.
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