PERILAKU BERALIH PELANGGAN DALAM PEMBELIAN PRODUK DIGITAL MELALUI APLIKASI E-COMMERCE
Abstract
Penelitian ini bertujuan untuk meneliti pengaruh persepsi harga, biaya beralih, daya tarik alternatif dan pencarian variasi terhadap perilaku beralih yang dimediasikan oleh niat beralih. Dalam penelitian ini survey dilakukan dengan jumlah sampel dengan teknik purposive sampling sebanyak 135 pengguna aplikasi e-commerce di Indonesia yang berusia minimal 18 tahun, sudah melakukan pembelian produk digital minimal 3 kali dan berpindah aplikasi E-commerce. Metode penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan kuisioner google form. Responden penelitian ini adalah pengguna aplikasi e-commerce. Uji Hipotesis menggunakan teknik Sequence Equation Modelling (SEM). Hasil penelitian menunjukan daya tarik alternatif dan pencarian variasi mempunyai pengaruh pada niat beralih sedangkan persepsi harga, pencarian variasi dan niat beralih mempunyai pengaruh pada perilaku beralih pelanggan dalam pembelian produk digital melalui aplikasi e-commerce.
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DOI: https://doi.org/10.32424/jeba.v24i1.3005
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