Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh kesenangan, kualitas layanan
elektronik dan fashion innovativeness terhadap persepsi nilai dan niat membeli
konsumen pada toko online di Provinsi Aceh. Selain itu penelitian ini juga menguji
peran mediasi persepsi nilai serta peran moderasi persepsi resiko. Data diperoleh
dari responden dengan menggunakan kuesioner sebanyak 391 kuesioner pada
beberapa Kabupaten dan Kota di wilayah Provinsi Aceh sebagai sampel terpilih.
Pemilihan wilayah sampel dan penarikan sampel dilakukan dengan metode
purposive sampling. Analisis deskriptif dan verifikatif digunakan untuk menjawab
hipotesis dengan menggunakan software SPSS dan SEM Amos. Hasil penelitian
menunjukkan bahwa kesenangan, kualitas layanan elektronik dan fashion
innovativeness berpengaruh terhadap persepsi nilai. Selain itu kualitas layanan
elektronik, fashion innovativeness dan juga persepsi nilai berpengaruh terhadap
niat membeli konsumen di toko online, namun kesenangan ternyata tidak
berpengaruh terhadap niat membeli. Selanjutnya persepsi nilai dapat berperan
sebagai mediasi sepenuhnya (full mediation) antara kesenangan dengan niat
membeli, sehingga pengaruh kesenangan terhadap niat membeli menjadi
signifikan. Selain itu persepsi nilai juga dapat berperan sebagai mediasi parsial
(partial mediation) antara kualitas layanan elektronik dengan niat membeli, dan
juga antara fashion innovativeness terhadap niat membeli. Sedangkan persepsi
resiko mampu menjadi variabel moderasi dalam hubungan persepsi nilai dengan
niat membeli.

This research aims to examine the effects of enjoyment, electronic service quality, and fashion innovativeness on consumer perceptions of value and purchase intention at online stores in the province of Aceh. In addition, this research also examines the mediating role of perceived value and the moderating role of risk perceptions. Data are obtained from respondents using as many as 391 questionnaires in several regencies and cities in the province of Aceh as the selected sample. The selection of the sample area and the sampling itself were carried out by using purposive sampling method. Descriptive analysis and verification were used to answer the hypothesis using SPSS and SEM Amos software. The results showed that enjoyment, electronic service quality, and fashion innovativeness had an effect on the perceived value. Moreover, the quality of electronic services, fashion innovativeness, and the perceived value have an effect on consumer purchase intentions in online stores, however, enjoyment does not affect purchase intentions. Furthermore, perceived value can act as a full mediator between enjoyment and purchase intention, so that the effect on purchase intention becomes significant. In addition, perceived value can also act as a partial mediation between the quality of electronic services and purchase intentions, as well as between fashion innovativeness and purchase intentions. Meanwhile, perceived risk can be a moderating variable in the relationship between perceived value and purchase intentions.