Kepemimpinan Merek pada Website E-commerce: Analisis Pengaruhnya terhadap Niat Pembelian Ulang

Nuri Wiyono, Siti Abadiyah, Dwi Ferdiyatmoko Cahya Kumoro, Masduki Asbari, Dewiana Novitasari

Abstract


Tujuan dari studi ini adalah untuk menyelidiki pengaruh kepemimpinan merek (yang terdiri dari dimensi kualitas, nilai, inovasi, dan popularitas) yang dirasakan oleh konsumen dari sebuah situs web e-commerce terhadap niat pembelian ulang di kalangan mahasiswa perguruan tinggi swasta. Sampel penelitian ini diambil dari 1026 mahasiswa dengan teknik simple random sampling dan menggunakan SEM (Structural Equation Model) dengan software SmartPLS versi 3.0 sebagai alat bantu statistik. Hasil dari penelitian ini menunjukkan bahwa seluruh dimensi kepemimpinan merek berpengaruh positif dan signifikan terhadap niat pembelian ulang. Dimensi popularitas memiliki pengaruh paling besar untuk mendorong niat pembelian ulang di situs e-commerce. Kemudian diikuti oleh dimensi kualitas, inovasi dan dimensi nilai. Studi ini mencatat bahwa konsumen memiliki opini yang tinggi terhadap merek-merek terkemuka bahkan ketika merek tersebut belum terbukti memberikan produk berkualitas tinggi. Ulasan online dan ulasan dari mulut-ke mulut dapat digunakan untuk meningkatkan dan mempertahankan popularitas, yang dapat membangun kepercayaan terhadap produk


Keywords


E-commerce, kepemimpinan merek, niat pembelian ulang.

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DOI: https://doi.org/10.31004/edukatif.v3i6.1542

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