UTAUT EXTENSION MODEL: FAKTOR-FAKTOR PEMBENTUK BEHAVIORAL INTENTION TO REPURCHASE DALAM AKTIVITAS BELANJA ONLINE PADA MARKETPLACE C2C

Abstract

Penelitian ini untuk mengetahui faktor-faktor pembentuk niat untuk melakukan pembelian kembali seseorang pada layanan e-commerce dengan total 206 responden. Kerangka konseptual menggunakan model dasar UTAUT extension, seperti penambahan variabel confirmation, trust, satisfaction dan perceived enjoyment. Metode pengolahan data menggunakan analisis structural equation model (SEM) dengan tools statistik AMOS. Pengujian pada AMOS menggunakan pengujian measurement model dan structural model. Pada pengujian measurement model merujuk pada pengujian validitas dan reliabilitas, uji validitas dengan menggunakan kriteria minimum nilai R hitung yaitu 0.791 dan uji reliabilitas dengan minimum nilai 0.7. Hasil pengujian validitas menunjukkan 29 dari 40 item valid dengan nilai 0.791, sedangkan untuk pengujian reliabilitas menunjukkan seluruh item reliable dengan hasil nilai reliabilitas 0.943 0.7. Hasil pada uji structural model menunjukkan nilai Chi-Square positif pada nilai 975.776, nilai TLI 0.842, nilai GFI 0.803, nilai AGFI 0.752, CFI 0.888 dan RMSEA 0.079 menunjukkan model fit. Hasil penelitian juga menunjukkan bahwa perceived usefulness dan perceived enjoyment merupakan faktor utama yang mempengaruhi seseorang untuk melakukan pembelian kembali pada aktivitas belanja online. Selain itu faktor trust terbukti mempengaruhi perceived usefulness dan faktor confirmatory terbukti mempengaruhi perceived usefulness dan satisfaction. This research is to find the factors of intention to repurchase someone on e-commerce with 206 respondents. The conceptual framework using the basic UTAUT extension model by modifying variables such as the addition of confirmation variables, trust, satisfaction and perceived enjoyment. The method in this research using structural equation model (SEM) analysis with AMOS statistical tools. Analysis in AMOS using measurement and structural models analysis. In the measurement analysis refers to testing of validity and reliability, test the validity by using the minimum criteria R count value is 0.791 and the reliability test with a minimum value is 0.7. The results of the validity test show 29 of the 40 items are valid with a value of 0.791, while for reliability testing shows all reliable items with the results of the reliability value 0.943 0.7. The results of the structural model analysis showed a positive Chi-Square value is 975,776, TLI 0.842, GFI 0.803, AGFI value 0.752, CFI 0.888 and RMSEA 0.079 showing model fit. The results of this result show that perceived usefulness and perceived enjoyment are the main factors that influence someone to repurchase online shopping activities. In addition, factor trust is proven to affect perceived usefulness and confirmatory factors proven to affect perceived usefulness and satisfaction.

Keywords

• utaut extension, e-commerce, structural equation model, amos