Electronic Theses and Dissertation

ABSTRAK
Abstrak Karya Akhir diserahkan kepada Panitia Komisi Ujian untuk
mendapatkan Gelar Magister Manajemen pada Program Studi Magister
Manajemen Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala.
PENGARUH POPULARITAS SITUS, MANFAAT INTEGRATIF PRIBADI,
DAN MANFAAT INTEGRATIF SOSIAL TERHADAP NIAT PEMBELIAN
KEMBALI PRODUK E-COMMERCE DI BANDA ACEH : KEPUASAN
SEBAGAI PEMEDIASI
Oleh
SRI INDAH LESTARI
NPM: 2201202010031
Konsentrasi : Manajemen Pemasaran

Pembimbing Pertama
: Prof. Dr. Jasman J, S.E, MBA
Pembimbing Kedua
: Dr. Ahmad Nizam, S.E., MM


Penelitian ini bertujuan untuk menguji pengaruh popularitas situs, manfaat
integratif pribadi, dan manfaat integratif sosial terhadap niat pembelian kembali
produk e-commerce di Banda Aceh, dengan kepuasan sebagai pemediasi. Populasi
yang diamati seluruh penduduk kota Banda Aceh dan sekitarnya yang pernah
berbelanja online di e-commerce lebih dari sekali. Sampel ditentukan berdasarkan
metode Non-probability sampling dan teknik pengambilan sampel menggunakan
Purposive sampling. Jumlah sampel sebanyak 216 orang dan menggunakan skala
Likert. Model dianalisis dengan menggunakan Structural Equation Modeling
(SEM) AMOS. Hasil pengujian produk e-commerce di Banda Aceh menunjukkan
bahwa secara langsung popularitas situs dan manfaat integratif pribadi
berpengaruh signifikan terhadap kepuasan konsumen. Tetapi manfaat integratif
sosial tidak berpengaruh terhadap kepuasan konsumen. Dan manfaat integratif
pribadi berpengaruh signifikan terhadap niat pembelian kembali. Tetapi
popularitas situs dan manfaat integratif sosial tidak berpengaruh terhadap niat
pembelian kembali. Secara tidak langsung, kepuasan konsumen berpengaruh
signifikan memediasi antara popularitas situs, manfaat integratif pribadi terhadap
niat pembelian kembali. Tetapi kepuasan konsumen tidak berpengaruh signifikan
memediasi antara manfaat integratif sosial dan niat pembelian kembali.
Keterbatasan hasil penelitian adalah ruang lingkup penelitian dimana model yang
diuji hanya sebatas pada variabel-variabel yang ada pada penelitian ini sehingga
peneliti selanjunya dapat memperluas teori TRA dalam variabel niat pembelian
kembali dan berkontribusi pada literatur yang sangat dibutuhkan tentang alasan
kenapa konsumen kembali membeli dari platform tersebut.
Kata Kunci : E-commerce, Niat Pembelian Kembali, Popularitas Situs,
Manfaat Integratif Pribadi, Manfaat Integratif Sosial, Kepuasan Konsumen

ABSTRACT Abstract of final paper submitted to the Examination Committee in partial fulfilment of the requirements for the degree of Master of Management Degree in the Master of Management Study Program, Faculty of Economics and Business, Syiah Kuala University. THE INFLUENCE OF SITE POPULARITY, PERSONAL INTEGRATIVE BENEFITS, AND SOCIAL INTEGRATIVE BENEFITS ON REPURCHASE INTENTION E-COMMERCE PRODUCTS IN BANDA ACEH: SATISFACTION AS A MEDIATOR by SRI INDAH LESTARI NPM: 2201202010031 Specialization : Marketing Management Supervisor : Prof. Dr. Jasman J, S.E, MBA Co-Supervisor : Dr. Ahmad Nizam, S.E., MM This research aims to examine the influence of site popularity, personal integrative benefits, and social integrative benefits on intention to repurchase e-commerce products in Banda Aceh, with satisfaction as a mediator. The population observed was all residents of the city of Banda Aceh and its surroundings who had shopped online at e-commerce more than once. The sample was determined based on the non-probability sampling method and the sampling technique used purposive sampling. The total sample was 216 people and used a Likert scale. The model was analyzed using Structural Equation Modeling (SEM) AMOS. The results of testing e-commerce products in Banda Aceh show that directly the popularity of the site and personal integrative benefits have a significant effect on consumer satisfaction. However, social integrative benefits have no effect on consumer satisfaction. And personal integrative benefits have a significant effect on repurchase intentions. But site popularity and social integrative benefits have no effect on repurchase intentions. Indirectly, consumer satisfaction has a significant mediating effect between site popularity, personal integrative benefits and repurchase intentions. However, consumer satisfaction does not have a significant mediating effect between social integrative benefits and repurchase intentions. The limitation of the research results is the scope of the research where the model tested is only limited to the variables in this research so that future researchers can expand the TRA theory in terms of repurchase intention variables and contribute to much needed literature about the reasons why consumers return to purchase from the platform. Keywords: E-commerce, Repurchase Intention, Site Popularity, Personal Integrative Benefits, Social Integrative Benefits, Consumer Satisfaction