the influence of perceived ease of use and...

THE INFLUENCE OF PERCEIVED EASE OF USE AND ELECTRONIC-WORD OF

MOUTH TOWARDS PROCESS OF PURCHASE DECISION THAT IMPACT ON

REPURCHASE INTENTION

(Study Case on Bukalapak.com Users)

By:

Ghilman Zakiy

1110081100007

DEPARTMENT OF INTERNATIONAL CLASS

PROGRAM FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

2017

v

CURRICULUM VITAE

CONTACT INFORMATION

Name : Ghilman Zakiy

Home Address : Komplek Palem Ganda Asri 1, Blok A6 no.2, Karang Tengah,

Ciledug, Tangerang

Cell Phone : 087776621293

Email Address : [email protected]

PERSONAL INFORMATION

Place/ Date of Birth : Surabaya, May 9th

, 1993

Citizenship : Indonesian

Sex : Male

Religion : Islam

EDUCATION

1998-2004 : SDI Al-Hasanah Ciledug

2004-2007 : SMPI Al-Azhar 10 Kembangan

2007-2010 : SMAN 82 Jakarta Selatan

2010-2017 : UIN Syarif Hidayatullah Jakarta

ORGANIZATIONAL EXPERIENCE

2005-2006 : Head Division of Futsal SMPI Al-Azhar 10 Kembangan

2015-NOW : Head Division of Documentation in VOTE (Vario Owners

Community Tangerang)

mailto:[email protected]

vi

ABSTRACT

The purpose of this research is to analyze the influence of perceived ease of

use and electronic-word of mouth towards process of purchase decision and the

impact on repurchase intention at Bukalapak.com. This type of research is

quantitative. The data source of this research is the primary data by sampling

Bukalapak.com users. Data is collected using purposive sampling with customers

spread to 100 respondents of Bukalapak.com users. The method of this research is

path analysis. The results showed that: (1) perceived ease of use significantly

influence on process of purchase decision directly (2) electronic-word of mouth

significantly influence on process of purchase decision directly (3) perceived ease of

use significantly influence on repurchase intention directly (4) electronic-word of

mouth significantly influence on repurchase intention directly (5) process of purchase

decision significantly influence on repurchase intention directly. Based on the result

of F test variable perceived ease of use, electronic-word of mouth, and process of

purchase decision have significant influence simultaneously on repurchase intention.

The most dominant variable is the variable perceived ease of use where t test is

highest among other variables.

Keyword: Perceived Ease of Use, Electronic-Word of Mouth, Process of Purchase

Decision, Repurchase Intention

vii

ABSTRAK

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh persepsi

kemudahan penggunaan dan electronic-word of mouth terhadap proses keputusan

pembelian dan dampaknya terhadap niat membeli ulang pada Bukalapak.com. Jenis

penelitian ini bersifat kuantitatif. Sumber data penelitian ini adalah data primer

dengan cara sampling pengguna Bukalapak.com. Data dikumpulkan dengan

menggunakan purposive sampling dengan pelanggan menyebar hingga 100

responden pengguna Bukalapak.com. Metode penelitian ini adalah analisis jalur.

Hasil penelitian menunjukkan bahwa: (1) persepsi kemudahan penggunaan

berpengaruh secara signifikan terhadap proses keputusan pembelian secara langsung

(2) electronic-word of mouth berpengaruh secara signifikan terhadap proses

keputusan pembelian secara langsung (3) persepsi kemudahan penggunaan

berpengaruh signifikan terhadap niat membeli ulang secara langsung (5) electronic-

word of mouth berpengaruh secara signifikan terhadap niat membeli ulang secara

langsung (6) proses keputusan pembelian berpengaruh secara signifikan terhadap niat

membeli ulang secara langsung. Berdasarkan hasil uji F variabel dirasakan persepsi

kemudahan penggunaan, electronic-word of mouth, dan proses keputusan pembelian

berpengaruh signifikan secara simultan pada niat membeli ulang. Variabel yang

paling dominan adalah variabel persepsi kemudahan penggunaan dimana hasil uji t

tertinggi diantara variabel lainnya.

Kata Kunci: Perceived Ease of Use, Electronic-Word of Mouth, Proses Keputusan

Pembelian, Repurchase Intention

viii

FOREWORD

Assalamualaikum Wr. Wb

Alhamdulillahhirabil alamin, I would say thanks to ALLAH SWT for all his

gift and favor. Best regards also to prophet Muhammad SAW for being role model to

me. So that I can complete this thesis to attain a Bachelor of Economy Degree in UIN

Syarid Hidayatullah Jakarta.

In the process of drafting and preparation of this thesis author realized that

thesis is far from perfect, because the perfection just only ALLAH SWT, but with

effort, hard work, prayers, and never ending support given by families, friends, and

faculty supervisor. I say thanks to the people who have helped me in the preparation

of thesis :

1. Thank you so much to my mother Dr. Khulushinnisak, my father Dr. Agus

Muslim and my brothers Ziyadurrizqi and Fairuz Zurrifqi that always give me

support and prayers that never stop during this time. Thanks for reminder me,

helping me, caring me, and teach me how to patient. Without prayers and

support you are, I was nothing in this world. Thanks for everything. I always

love you all.

2. Mr. Dr. M. Arief Mufraini, Lc., MSi as Dean of the Faculty of Economics and

Business of UIN Syarif Hidayatullah Jakarta.

3. Ms. Cut Erika Ananda Fatimah, MBA. as my supervisor, thank you so much

for your recommendation, advice, time, and knowledge during guiding to

finish my thesis.

4. All the Lecturers and Employees of Faculty Economics and Business UIN

Syarif Hidayatullah Jakarta to teach me all of subjet about economy and

business.

ix

5. My best friend Mr. Maulana Prayoga and Ms. Ika Febriana, thank you so

much for your big supporting me, time, giving me advices, and always

hearing my stories.

6. Adit, Afif, Aisya, Ali, Andro, Annisa, Aufa, Diena, Elfa, Erbby, Futri,

Monica, Rahim, Rizma, Satriya, Sayyid, Sutan, Yuda as my friends in

Management International Program 2010. I will missed every we spent

together and I will missed you guys. We can achieve our dreams and our

friendship will continue forever.

7. Mr. Aditya Yuda and Mr. Fajar Sugiarto thank you for your inspiration, time

reminder me, help and support me during finish my thesis.

8. Basis Kost Warna-Warni, especially for Faiz, Radit, Priyo, Fajar and Yuda as

the owner of the room, thanks for giving me a place that I can fully

concentrate during finish my thesis, as reminder when pray time is come, as

reminder to keep finishing my thesis, as friends that entertain me when I feel

down.

9. Mr. Hasan thank you for your inspiration, time, and helping me during finish

my thesis.

10. Basis Bank Mini thanks for every moment you given to me guys, I will never

forget every joke we have. Success for all of you guys.

11. Senior and Junior of International Program that I have missed the moment

when we were spent together and all the memories ever undertaken when it

became a class mate.

12. Thanks to everyone that I didn’t mention above, who included during finish

my thesis

x

Finally, the author expect for any critics and suggestion that could improve

the content of this thesis, the author hopes to that the thought provoking contributions

can give benefit to the reader, hopefully this thesis could be worthwhile for all of us.

Amin

Jakarta, May 2017

Ghilman Zakiy

xi

LIST OF CONTAINS

COVER

ACCEPTANCE LETTER ............................................................................ i

CERTIFICATION OF THESIS EXAM SHEET ...................................... ii

CERTIFICATION OF COMPREHENSIVE EXAM SHEET ................. iii

STATEMENT OF AUTHENTICITY SCIENTIFIC WORK .................. iv

CURICULUM VITAE .................................................................................. v

ABSTRACT .................................................................................................... vi

ABSTRAK ..................................................................................................... vii

FOREWORD ................................................................................................. viii

LIST OF CONTAINS ................................................................................... xi

LIST OF TABLE .......................................................................................... xiii

LIST OF FIGURE ........................................................................................ xv

CHAPTER I INTRODUCTION

A. Research Background ........................................................ 1

B. Problem Formulation ......................................................... 15

C. Objectives and Benefit Research ...................................... 16

1. Research Objectives .................................................... 16

2. Research Benefit ......................................................... 17

CHAPTER II LITERATUR REVIEW

A. Perceived Ease of Use ........................................................ 18

1. Definition of Perceived Ease of Use ............................ 18

2. Measuring Perceived Ease of Use ............................... 21

B. Electronic-Word of Mouth ................................................ 23

1. Definition of Electronic-Word of Mouth ..................... 23

2. Measuring Electronic-Word of Mouth ........................ 24

C. Process of Purchase Decision ........................................... 29

1. Definition of Purchase Decision ................................. 29

2. Measuring Process of Purchase Decision .................... 29

D. Repurchase Intention ......................................................... 37

xii

1. Definition of Repurchase Intention ............................. 37

2. Measuring Repurchase Intention ................................ 38

E. Logical Framework ........................................................... 40

F. Hypothesis ......................................................................... 41

G. Previous Research ............................................................. 44

CHAPTER III RESEARCH METHODOLOGY

A. Scope Of Research ............................................................ 48

B. Determine of Sample Method ........................................... 48

1. Population ................................................................... 48

2. Sampling Technique .................................................... 49

C. Data Collection Methods ................................................... 52

1. Types of Data .............................................................. 52

D. Data Analysis Methods ..................................................... 54

1. Descriptive Analysis ................................................... 54

2. The Coefficient of Correlation .................................... 59

3. The Coefficient of Determination ............................... 60

4. Simultaneous Test (F test) ............................................ 60

5. Partial Test (t test) ....................................................... 61

E. Operational Variable ......................................................... 62

CHAPTER IV ANALYSIS AND DISCUSSION

A. Overview Research Object ................................................ 66

1. History Bukalapak.com ............................................... 66

2. Types of Product ......................................................... 68

3. BukaDompet Transaction Payment System ................. 68

4. Users of Bukalapak ..................................................... 69

B. Discussion of Questionnaire Result ................................... 70

1. Validity and Reliability Try Out Results .................... 70

2. Descriptive Statistics Test Result ................................ 81

3. Path Analysis ............................................................... 83

CHAPTER V CONCLUSION AND SUGGESTIONS

A. Conclusions ....................................................................... 101

B. Suggestions ....................................................................... 102

REFERENCES .............................................................................................. 106

xiii

LIST OF TABLE

Table 2.1 Previous Research ........................................................................ 44

Table 3.1 Likert Scale of Five levels ............................................................ 54

Table 3.2 The Level of Coefficient Correlation .......................................... 60

Table 3.3 Operational Variable .................................................................... 63

Table 4.1 Try Out Result of Validity Test ................................................... 71

Table 4.2 Try Out Result of Reliability Test ............................................... 73

Table 4.3 Distribution of Respondents Answers About the

Perceived Ease of Use ................................................................. 74

Table 4.4 Distribution of Respondents Answers About

Electronic-Word of Mouth .......................................................... 75


Process of Purchase Decision ...................................................... 77


Repurchase intention ................................................................... 78

Table 4.7 Respondents by Gender ............................................................... 79

Table 4.8 Respondents by Age .................................................................... 80

Table 4.9 Respondents by Working Level ................................................... 80

Table 4.10 Respondents by Income per Month ........................................... 81

Table 4.11 Descriptive Statistics Test Results ............................................. 82

Table 4.12 Correlation Coefficient ............................................................... 84

Table 4.13 Testing Interpersonal Variables ................................................. 85

Table 4.14 The Level of Coefficient Correlation .......................................... 86

Table 4.15 Correlation Coefficient Structure I ............................................ 86

Table 4.16 Correlation Coefficient Structure II ............................................ 87

xiv

Table 4.17 Variant Analysis of Structure I .................................................. 88

Table 4.18 Variant Analysis of Structure II ................................................. 89

Table 4.19Structure I t-Test Results ............................................................. 91

Table 4.20 Structure I t-Test Results ............................................................ 93

Table 4.21 Structure II t-Test Results ........................................................... 94

Table 4.22 Structure II Equation t-Test ........................................................ 96

xv

LIST OF FIGURE

Figure 1.1 Online Shop in Indonesia 2014 ................................................... 5



Figure 1.4 How Popular is Bukalapak.com .................................................. 10

Figure 1.5 How Popular is Bukalapak.com .................................................. 7

Figure 1.6 Website Rangk Competitors of Bukalapak.com: tokopedia.com,

lazada.co.id, and elevenia.co.id ..................................................................... 11

Figure 2.1 Technology Acceptance Model (TAM) ...................................... 19

Figure 2.2 Process of Purchase Decision ...................................................... 30

Figure 2.3 Stage of the Evaluation of Alternatives and

Purchasing Decision ................................................................... 34

Figure 2.4 Logical Framework ...................................................................... 40

Figure 3.1 Path Analysis ............................................................................... 57

Figure 3.2 Structure I Path Analysis ............................................................. 57

Figure 3.3 Structure II Path Analysis ............................................................ 58

1

CHAPTER I

INTRODUCTION

A. Research Background

Now the presence of the internet technologies in human life

is very important. Observers and experts said the needs of the

internet and other communication media have now become a basic

needs of human beings. Since it was introduced in 1969 in the

United States, the internet experienced a remarkable development.

Moreover, with the introduction of the technology of the World

Wide WEB (WWW), it makes perfect the technology of internet

(McLeod and Schell, 2004:64).

Internet has important role to introduce us to the virtual

world. Now, in various countries entering a new era that called the

globalization era. This is an era that the limits of geography cross-

border no longer are obstacles in the process of communication and

interaction between individuals. The internet was short for

Interconnection-Networking. The internet is a global system of all

computer network that connected standard uses the internet protocol

suite (TCP/IP) for serving billions of users around the world. With

the internet will facilitate the process of globalization in the world.

A survey conducted by the Association of Indonesian Internet

Network Operator (APJII) reveals that more than half of Indonesia's

population is now connected to the internet. Surveys conducted

during 2016 found that 132.7 million people Indonesia has been

2

connected to the internet. The total population of Indonesia itself as

much as 256.2 million people. This indicates a rise of 51.8 percent

compared to the number of Internet users in 2014 ago. APJII survey

conducted in 2014, there were only 88 million Internet users. The

survey data also reveal that the average internet users in Indonesia

using a mobile devices. The statistics are as follows:

1. 67,2 million people or 50,7% access it through mobile devices

and computers.

2. 63,1 million people or 47,6% only access it through

smartphone.

3. 2,2 million people or 1,7% only access it through computers.

However, the majority of internet penetration is still located

on the island of Java. From the surveys presented by APJII it was

noted that about 86.3 million people or 65 percent of total Internet

users adopted this year are located in Java. While the rest are as

follows:

1. 20,7 million or 15,7% in Sumatera.

2. 8,4 million or 6,3% in Sulawesi.

3. 7,6 million or 5,8% in Kalimantan

4. 6,1 million or 4,7% in Bali and NTB.

5. 3,3 million or 2,5% in Maluku and Papua.

There are several reasons why internet technology so

popular. Internet connectivity and coverage. Also, it can reduce the

cost of communication. The Internet is interactive, flexible, and

3

easy. With internet connection it easier for people to interconnected.

The internet provides access to communications services across

Indonesia nor the whole the world.

Through the technology of internet and the internet users in

the world are incredibly increased, trading activities begin to

developed. Many of businesses began using the internet to promote

and trade, now this type of business called e-commerce.

E-Commerce according to Laudon (2012) is the use of the

internet and the web to transact the business. Laudon (2012) divide

E-Commerce into five types, namely:

1. Business-To-Consumer (B2C) E-Commerce.

B2C E-Commerce is the company efforts to transact

with consumer online.

2. Business-To-Business (B2B) E-Commerce.

B2B E-Commerce focused on transaction and trade

between one company to another company online.

3. Consumer-To-Consumer (C2C) E-Commerce.

C2C E-Commerce provides a place for consumers to

trade with other consumers online.

4. Peer-To-Peer (P2P) E-Commerce.

P2P E-Commerce is E-Commerce types who need a

large user, it done by utilizing the technology of peer-to-

peer networks that make internet users can share

4

documents or datas directly without going through a

server.

5. Mobile Commerce (M-Commerce).

M-Commerce is E-Commerce type that needs

wireless digital device for trading.

The emergence of e-commerce, particularly Consumer-to-

Consumer (C2C) E-Commerce makes trading enters a new

dimension. A lot of businessmen made a new company based C2C

E-Commerce, they make a place to meets the buyer and seller in the

digital world with the online marketplace or online shop.

In 2014, figure 1.1 showed that many online shops already

appeared and also here is the top brand online shop during 2014 as

www.topbrand-award.com classified into three categories of online

shop. Bukalapak.com still not compete as top brand online shop in

Indonesia during 2014.

5

Figure 1.1

Online Shop in Indonesia 2014

Source: www.topbrand-award.com

In 2015 when topbrand-award.com classified into one

category of online shop, Bukalapak.com experienced an increase

where in 2014 they did not enter the rankings, but in 2015

Bukalapak.com managed to rank 5th

with 0.7% point as the top 5

online shop brand in Indonesia. Tokobagus.com that changed their

http://www.topbrand-award.com/

6

name into OLX.co.id still on top of online shop in Indonesia during

2015 as figure 1.2 showed:

Figure 1.2



In 2016, Bukalapak.com got 11.8% and managed to reach 4th

rank as the top brand online shop in Indonesia, as the figure 1.3

showed the top brand online shop in Indonesia during 2016:

http://www.topbrand-award.com/

7

Figure 1.3



Although it increases annually, compared to OLX.com,

Lazada.co.id and Tokopedia.com, Bukalapak.com is still under three

online shopping sites each year. Therefore, research must be done in

order to know the cause of increasing Bukalapak.com every year is

there any influence of Perceived Ease of Use and E-WOM which

impact on Process of Purchase Decision that Impact on Repurchase

Intention.

Through the online shops, shopping patterns in public

especially internet users start to change. Without having to go

directly to shopping centers, but with the access to trading online

sites consumers can buy a product online. Then, to make payments,

8

buyers can directly transfer funds to the seller. Not only with a direct

transfer, for the sake of keeping fund security, buyers can also using

a third party or a joint account provided by the owners of online

trading sites.

In online shop, searching the information is the first thing for

internet users to do. Searching information is aimed to determine

specification of products, the model and the alternative products,

until the prices offered. But not all search the information lead to

shopping activities. Sometimes they only look for information online

but still go directly to the store.

One of the online shop site which being developed in

Indonesia is Bukalapak. Bukalapak was founded in 2010 by Achmad

Zacky. Bukalapak provides a place for trades from consumers to

consumers everywhere and anyone can open an online store to

serves the potential buyers from all over Indonesia. Bukalapak

owned and operated by PT.Bukalapak. Bukapalak apply for the user

two systems, namely:

1. Guarantee 100 % money back. Any transaction occurring

in Bukalapak.com get insurance security, Bukalapak.com

implemented the system of a “Rekening Bersama” who

act as intermediary payment transaction between the

seller and buyer.

2. Give an advantage to the user, as notification message,

feedback on any transaction, certainty received the

9

payment, priority search engine, calculation postage and

entrepreneurship education.

At the beginning that in 2010, bukalapak.com only be a

meetings place of a potential buyer and the seller, then products

offered is prioritized to second products (second-hand and goods

that has been unused). Along with progress, bukalapak.com starts to

do some innovation. Innovation of them are (dailysocial.net,

startupbisnis.com):

1. Changes on the logo and basic color on their website,

2. the increase of various sub-category products,

3. the launch of bukadompet payment systems,

4. the launch of application cellular to android,

5. the additional features quick buy to consumers wanting to

go without have to register.

10

Figure 1.4

How Popular is Bukalapak.com

Source: www.alexa.com

It can be seen that www.bukalapak.com website to rank 11 in

indonesia as a popular website because most frequented. Website

www.bukalapak.com is the second online shop in indonesia after

www.tokopedia.com as the first one that have the most increase in

visitors compared to www.bukalapak.com and www.lazada.co.id in

the third. The graph similar site visitors can be seen as follows:

http://www.alexa.com/

http://www.bukalapak.com/


http://www.tokopedia.com/


http://www.lazada.co.id/

11

Figure 1.5

Website Rank Competitors of Bukalapak.com:

tokopedia.com, lazada.co.id, and elevenia.co.id

Source: www.alexa.com


12

When compared to similar websites, only tokopedia.com and

lazada.co.id stable and be a competitor to be reckoned by

bukalapak.com. The first factors that influencing consumer purchase

decision process and their intention to repurchase is perceive ease of

use. Bukalapak has slogans “Jual Beli Online Mudah dan

Terpercaya”. According to Davis (1989:320) sense of the perceived

ease of use is defined as the level where a person believes that the

use of technology is easy and does not require a great effort of the

wearer. This concept includes the purpose the use of technology and

the ease of use of the system for purpose in accordance with the

wishes of users. This is supporting one part of Bukalapak slogan,

namely “Mudah”.

The second factors that influencing consumer purchase

decision process and their intention to repurchase is the e-WOM.

Bukalapak introduce the site to the consumer only use simple

strategy and does not do a massive in the media like other websites.

Strategy used bukalapak.com which are (startupbisnis.com, 2014):

1. SEO (Search Engine Optimization). This technique is

used Bukalapak.com so that the site can be located at a

position or the first page of search engines.

2. Word of Mouth (Social Media). Bukalapak.com utilizing

this strategy in the virtual world on social media, with

WOM directly or indirectly affect the growth of

Bukalapak.com.

13

3. Viral marketing. Viral marketing techniques conducted

bukalapak.com not much different from WOM, but the

technique is to walk with systematic and really is

designed to produce an effect that is very powerful and

also massive. As well as viral marketing using more

technology and the internet in its application.

4. Sales or agent. Bukalapak.com used sales to invite UKM

(Usaha Kecil Menengah) become merchants in

bukalapak site.

5. Paid ads (google adwords). Bukalapak.com utilizes

Google Adwords to increase brand awareness and also

traffic because Adwords performance more prominent

than any other channel.

This research leads to the previous researches. Research on

the perceived ease of use towards purchase decision which is shown

by Fitri and Ayu (2015), the results of the research perceived ease of

use proved a significant influence on the purchase decision, the same

result also occurs in Fika and Nurhadi (2015) variable perceived ease

of use positively influence the purchasing decisions.

Research on the perceived ease of use towards repurchase

intention which is shown by Wahyuningtyas (2016), Ahmad and

Setiyo (2014), the results is perceived ease of use not influence the

repurchase intention.

14

Not only from the ease of use of bukalapak online system,

Bukalapak used WOM and eWOM to increase the growth. As

Achmad Zacky said that WOM and eWOM are also become factors

that made Bukalapak growth and success. WOM and eWOM that

give positive response to Bukalapak can build trust perception from

their customers. It can affect the purchase decision and the intention

ato repurchase on Bukalapak site.

Research on eWOM towards purchase decision shown by

Wijaya and Lidia (2014), the result is eWOM not influencing

significantly towards purchase decision. Meanwhile, Wahyu and Eka

(2016) result is eWOM significantly influence the purchase decision.

Novi and Krisjanti (2016) research result that positive WOM and

eWOM positively significant towards repurchase intention, similar

findings to Gauri, et al, (2012) which States that positive WOM and

eWOM played an important role in improving the customer

repurchase intention.

Based on the background described above, the problem arises

whether the perceived ease of use, and eWOM influence the process

of purchase decision that impacting on repurchase intention on the

online trading site bukalapak.com. Based on these problems, the

authors are interested in doing a study entitled “INFLUENCE OF

PERCEIVED EASE OF USE AND ELECTRONIC-WORD OF

MOUTH TOWARDS PROCESS OF PURCHASE DECISION

THAT IMPACT TO REPURCHASE INTENTION ON THE

15

ONLINE TRADING SITE BUKALAPAK.COM (STUDY CASE

ON BUKALAPAK USERS)”.

B. Problem Formulation

Based on the background that the author has describe, the

formulation of the problem are:

1. Does Perceived Ease of Use, Electronic-Word of Mouth,

significantly influence the Process of Purchase Decision and

have an impact on Repurchase Intention in Bukalapak

simultaneously.

2. Does Perceived Ease of Use significantly influence the Process

of Purchase Decision in Bukalapak partially.

3. Does Electronic-Word of Mouth, significantly influence the

Process of Purchase Decision in Bukalapak partially.

4. Does Process of Purchase Decision significantly influence the

intention to repurchase in Bukalapak.

5. Does Perceived Ease of Use, significantly influence the Process

of Purchase Decision in Bukalapak.

6. Does Electronic-Word of Mouth, significantly influence the

Repurchase Intention in Bukalapak.

16

C. Objectives and Research Benefits

1. Objectives Research

Based on the formulation of the problem that exists. The

researcher has the following objectives:

a. To analyze the factors are the dominant influence on Process

of Purchase Decision and Repurchase Intention in

Bukalapak.

b. To analyze the influence of Perceived ease of use toward

Process of Purchase Decision.

c. To analyze the influence of Electronic-Word of Mouth

toward Process of Purchase Decision.

d. To analyze the influence of Perceived ease of use toward

Repurchase Intention.

e. To analyze the influence of Perceived ease of use toward


f. To analyze the influence of Electronic-Word of Mouth

toward Process of Purchase Decision that impact Repurchase

Intention.

g. To analyze the influence of Perceived ease of use toward

Process of Purchase Decision that impact Repurchase

Intention.

h. To analyze the influence of Perceived ease of use and

Electronic-Word of Mouth toward Process of Purchase

Decision that impact Repurchase Intention.

17

2. Research Benefits

a. For the author, this research can improve the author’s

knowledge and this topic can always be used in every kind

of business. This research is also done in order to graduate

as a Bachelor of Economics of State Islamic University

Jakarta.

b. For Islamic State University (UIN) Jakarta, the research

can also be used for other students in order to help the

students to finish their thesis.

c. For reader and Another Research, I hope people who read

this research will feel easy to read the methods of this

research.

d. To give theoretical contribution in the field of marketing,

particularly regarding perceive ease of use and word of

mouth, significantly influence the process of purchase

decision and have an impact on the intention to

repurchase.

As a source for further researches by adding or replacing an existing

variable.

18

CHAPTER II

LITERATURE REVIEW

A. Perceived Ease of Use

1. Definition of Perceived of Use

TAM (Technological Acceptance Model) is the theory of

information systems that create a model of how users will

receive and use the technology. The Technology Acceptance

Model is an information systems theory that models the users'

acceptance and utilization of technology. It is very popular

models, made through the adaptation of the Theory of Reasoned

Action (TRA) "specifically tailored for modeling user acceptance

of information systems" Davis et al. (1989) in the Milosevic et

al. (2014). Furthermore, according to Milosevic et al. (2014) in a

research study that "The models Suggests that when users are

presented with a new technology, a number of factors influence

Reviews their decision about how and when they will use it. Key

factors are stated as perceived usefulness and perceived ease of

use ". This original Technology Acceptance Model by Davis

continued to dominate more than 25 years (Edmunds et al., 2012;

Shih et al., 2011; Shroff et al., 2011). The original Technology

Acceptance Model (TAM) can be presented in figure 1 below:

19

Figure 2.1

Technology Accceptance Model (TAM)

Source: Davis (1989) in the Milosevic et al. (2014)

According to Davis (1989: 320) terms of perceived ease of

use is defined as the degree to which a person believes that the

use of technology is easy and requires no effort from the user.

This concept includes the clarity of purpose of use of technology

and ease of use of the system for the purpose in accordance with

the wishes of the user.

In the technology acceptance model, perception factor to

the ease of use of technology and perception of the usefulness of

a technology related to a person's attitude to the use of these

technologies. Stance on the use of something is an attitude like or

dislike the use of the product. Attitudes like or dislike of a

product can be used to predict the behavior of one's intention to

use a product or do not use it. This definition is also supported by

Arief Wibowo (2006) which states that the perception of the ease

of use of a technology is defined as a measure in which a person

20

believes that the technology can be easily understood and used.

Adam, et al. (1992), the intensity of use and the interaction

between the user (user) with the system can also show the ease of

use. The system is often used to denote that Davis (1989)

explains that if consumers perceive a product easy to use, they

will feel the usefulness of the product to meet their needs and

desires

Tjiptono (2011) states that the consumer understanding

will be the product can affect customer satisfaction. Knowing the

concern and attention of people on the basis of complex

technology, the company can offer the ease and convenience of

use of the product. The technology that makes everything easier

for humans to do anything would be appreciated (Lee, 2002:

114).

In order for these products provide maximum benefits and

high satisfaction to the consumer, then the consumer should be

able to use or consume these products correctly. Mistakes made

by consumers in the use of a product will cause the product does

not function properly. This will lead to consumer

disappointment, but this mistake rests with the consumer.

Manufacturers do not want customers. face such problems,

because the manufacturers are very interested to tell consumers

how to use the product correctly. Consumer satisfaction when

using the product not only depend on the performance of the

21

product itself, but also on product support information.

According Spreng et al (2009) if the information provided

matching or even exceeding the expectations of consumers, then

there will be satisfaction in the minds of consumers.

2. Measuring Perceived Ease of Use

Perceived ease of use affects individual attitudes in two

(2) mechanisms, namely self-efficacy and Instrumentality

(Davis, 1986). Self-efficacy is developed by Bandura (1982),

who explained that a system is easier to use self-efficacy will

further improve the user. The perceived ease of use also

instrumentally in improving the performance of the person. The

easier use of an information system, means less effort to do

someone to be able to improve its performance using information

systems. Perception of ease of use of a technology is defined as a

measure of where a person believes that a computer can be easily

understood and used. The perception of the user against the ease

in using technology influenced several factors:

a. First, focuses on the technology itself, for example the

user experience on the use of similar technology.

b. Second, the reputation of technology obtained by the

user. Good reputation that is heard by the user will

encourage belief of other users about the ease of use of

technology.

22

c. Finally, what affecting the user's perception of the ease

of using technology is the availability of a reliable

support mechanism. Reliable support mechanisms that

will make the user feel comfortable and feel confident

that there is a reliable support mechanism in case of

difficulties in using the technology, it encourages the

user's perception to a more positive direction.

In this study, researchers used multiple dimensions and

indicators used by (Davis, 1989: 331) on research entitled

“Perceived Usefulness, Perceived Ease of Use, and User

Acceptance of Information Technology”. Dimensions and

indicators has been adapted to the object of research and field

conditions in this study. Davis (1989:331) divides the dimension

of perceived ease of use into the following:

a. Easy to learn

There is no difficulty on learning and Easy to get what

it wants

b. Easy to operate

Clear interaction and understandable, also has flexible

interaction

c. Easily become an expert

The more frequent ot access will become increasingly

adapt at using, and the objects also are easy to use.

23

B. Electronic-Word of Mouth

1. Definition of Electronic-Word of Mouth

Solomon (1999) stated that word of mouth is product

information transmitted from one individual to others. The

growth of Internet usage causes the creation of new paradigm in

word of mouth communication context, and this is the beginning

of electronic word of mouth (eWOM) emergence.

Social media is one of the most effective tools in

marketing activities. In fact, many large companies have started

to manage its social media professionally. Kaplan and Haenlein

(2010) stated that through social media, companies can promote

their products and establish a community or group online for

consumers who love the brand they used.

The existence of an online community or group that has

led the electronic social interaction among members of the

community that eventually boost the conversation or encourage

increased electronic word of mouth (e-wom) among its users.

EWOM is assumed to be an evolution from interpersonal

traditional communication towards new generation of

cyberspace. With the advancement of technology, more

consumers search information about products or services they are

going to buy via Internet before the purchase is made.

Henning-Thurau et al. (2004) defined eWOM as negative

or positive statements that made by existing, potential, or former

24

customers about particular products or companies, and this

information are available in Internet for other people or

institutions. Goldsmith (2008) stated that the e-wom is a social

communications in the Internet where web surfers mutually

transmit and receive information related to the product online.

Henning-Thurau et al. (2004) conducting research, which

discusses consumer motivation communicated eWOM.

According to Henning-Thurau et al. (2004), eWOM is positive or

negative statements made by potential customers, real consumer,

or former customers about a product or company that can be

accessed by many people or institutions through the internet. In

the study conducted integration of traditional WOM motive with

the characteristics contained in eWOM.

2. Measuring Electronic-Word of Mouth

Cheung and Lee (2012) states that the factors most

significant in encouraging e-WOM is a sense of belonging,

reputation, and willingness to help. Henning-Thurau et al.

(2004:49-50) stated that the factors that emergence e-WOM,

namely:

a. Platform assistance

Platform assistance motive is consumer confidence in

the platform that they are used. In that research, Thurau

operationalizes eWOM behavior in two ways, namely by

frequent visits from consumers in the opinion platform and

25

the number of written comments by consumers on opinion

platform.

b. Venting negative feelings

Venting negative feelings motive is a desire to reveal

consumer discontent against the product or company. These

efforts are conducted in the form of negative eWOM, i.e. If

the customer had an unpleasant or negative for them. Share

the experience the negative consumption through the

publication of comments online can help consumers to

reduce the dissatisfaction associated with their negative

emotions. EWOM communication is done to prevent anyone

else got the same experience as they've ever experienced..

c. Concern for other consumers

Concern for other consumers motive is a sincere desire

to give recommendation to other consumers. Consumers have

a desire to help other consumers associated with purchasing

decisions and prevent consumers from negative experiences.

This communication may take the form of positive and

negative comments about the product.

d. Extraversion/positive self-enhancement

Extraversion/positive self-enhancement motive is the

desire of consumers sharing their consumption experience to

enhance self-image as a smart buyer. In the context of

websites, consumers who contributed is considered more

26

experts by other consumers in the activity of the product

consumption.

e. Social benefits

Social benefits motive is a desire to share information

and interact with the social environment. Consumers may

write comments on opinion platforms, indicating their

participation in virtual communities. With the participation,

consumers feel will benefit or social advantage if the join in

the virtual community.

f. Economic incentives

Economic incentives motive is the desire of gain

incentives from the company. Economic benefits have been

designated as important drivers of human behavior in general

and considered by the recipient as a token of appreciation for

the eWOM communication behavior.

g. Helping the company

Helping the company motive is the desire of consumers

helps firms. This motive appears as the result of consumer

satisfaction towards products and creates a desire to assist the

company. Consumers want to give “something as rewards” in

return to the company by telling his good experience through

eWOM communication. Consumers expect with this eWOM

communications company will be more successful.

27

h. Advice seeking

Advice seeking motive is a desire to seek advice and

recommendations from other consumers. In the context of

web-based opinion platforms, consumption occurs when

individuals read product reviews and comments written by

other consumers, which can also motivate consumers to write

a comment. Specifically, the company hopes consumers can

interpret the comments in circulation, explains the experience

in using the product and problem resolution along with other

consumers. The motive to do is to get a further understanding

of how to understand, use, operate, modify, and/or repair

products.

Meanwhile, Goyette and Richard (2012:52) classified

eWOM into three dimensions:

a. Intensity

Is about how much opinions written by consumers in a

social network site. Liu (2006) states that the intensity

(intensity) in the e-wom is the number of opinions

written by consumers in a social networking site.

Research conducted by Goyette & Richard (2012)

divides the intensity indicators as follows:

1) The frequency of accessing information from

social networking sites;

28

2) The frequency of interaction with the users of

social networking sites;

3) The number of reviews written by users of social

networking sites.

b. Valence Opinions

Is the opinion of consumers either positive or negative

about products, services and brand. Valence of

Opinion has two properties that is both negative and

positive. Valence of opinion include:

1) Positive comments from users of social networking

sites;

2) Recommendation from social networking site

users.

c. Content

E-WOM contents, is the information content of social

networking sites or comments written by consumers

about product contents, such as quality, usage, etc.

to products and services. Indicators of Content

includes:

1) Information on product variation;

2) Information on product quality;

3) Information on the price offered

These three dimensions are used for measurement in this

study.

29

C. Process of Purchase Decision

1. Definition of Purchase Decision

According to J.Paul Peter and Olson (2010:165 ) decision

involves a choice “between two or more alternative actions or

behavior. Understanding consumer decision-making is a

cornerstone of marketing strategy. Consumer Behavior in

tourism is underpinned by general assumptions about how

decisions are made. The key process in consumer decision

making however, is the integration process by which knowledge

is combined to evaluate two or more alternative behaviors and

select one. The outcome of this integration process is a choice).

Swarbrooke & Horner the processes involved in CB decision-

making require the use of models rather than definitions alone to

understand their complexity.

According to Kotler and Armstrong (2003: 227), the

purchase decision is a step in the buyer's decision process in

which consumers actually buy. Decision-making is an activity of

individuals who are directly involved in obtaining and using the

goods offered.

2. Measuring Process of Purchase Decision

According to Kotler and Keller (2016: 194-195), to be at

the purchase stage, there are steps in the purchase process with a

stage. The decision making process includes a series of steps

include: problem recognition, information search, evaluation of

30

alternatives, purchase decision and post-purchase behavior. The

process can be described as follows:

Figure 2.2

Proccess of Purchase Decision

Source: Kotler dan Keller (2016: 195)

a) Determine the problem

A process where the buyer recognizes a problem or need arising

from the stimulation of internal or external stimuli.

b) Searching the information

Consumers who are interested in a product will look for

information about the product. If a strong impulse consumers

and products that can satisfy within range, consumers are likely

to buy it. Consumer information sources are classified into four

groups, such as:

1) Private sources, is family, friends, neighbors and

acquaintances.

2) Commercial sources, is advertising, sales representatives and

distributors.

3) Public sources, is mass media and organizational

determinants of consumer ratings.

Determine

the problem

Searching

the

information

Alternative

evaluation

Purchase

decision

Post-purchase

decision

31

4) Sources experience, namely the handling, assessment and use

of the product.

c) Alternative evaluation

According to Kotler and Keller (2016: 197-198), the

consumer brand competitive process information and make a

final judgment. There is no simple single evaluation process used

by all consumers or by the consumer in all buying situations.

There are several evaluation process decisions, and the latest

models that looked at the evaluation process-oriented consumer

as a cognitive process. That are the model assumes consumers

form judgments on a product with very conscious and rational.

Some basic concepts will help us understand consumer

evaluation process are:

1) Consumers trying to make ends meet.

2) Consumers looking for certain benefits from the product

solution.

3) Consumers looked at each product as a set of attributes with

different capabilities in delivering the benefits are used to

satisfy the needs.

The consumer will pay great attention to the attributes

that provide the benefits sought. Market certain products often

can be segmented based on attributes that stand out for different

consumer groups.

1) beliefs and attitudes.

32

Evaluations often reflect the beliefs and attitudes. Through

acting and learning, people gain confidence and attitude.

Both later affect their buying behavior.

Belief is the image of thought espoused someone about some

picture. Consumer confidence about the product or brand

affect their purchasing decisions. Equally important is the

attitude with confidence.

Attitude is the evaluation, emotions and action tendencies

favorable or unfavorable, and last a long time in a person to a

particular object or idea.

2) Hope values model.

Consumers are finally taking an attitude (decision,

preference) of various brands through the evaluation

procedure. They developed a set of beliefs about the place of

each brand stands on each attribute. Model expectation value

on the formation of attitudes revealed that consumers

evaluate products and services by combining their brand

beliefs (positive or negative) according to their needs.

d) Purchase decision

According to Kotler and Keller (2016: 199-200), in the

evaluation phase, consumers formed a preference for brands in

the choice set. Consumers also can form the intention to buy the

most preferred brand. In carrying out the purpose of the

purchase, the consumer can take five sub-decisions: first thing is

33

brand (brand 'A'), the dealer (dealer '2'), the third is quantity (a

computer), the fourth is time (weekend), and the fifth is payment

method (credit card). In purchasing daily use products, smaller

decisions and liberty also become smaller.

In some cases, consumers can make a decision to not

formally evaluate each brand. In other cases, the factors that can

intervene to influence the final decision.

a) Models of consumer choice which non-compensation.

Model expectation value is a compensation model where

things are considered good in a product can help overcome

other things that feel bad. However, consumers may not want

to spend so much time and energy to assessing brands. With

a model of non-compensated on consumer choice,

consideration of positive and negative attributes do not need

to be filtered. Evaluating more attributes in making decisions

becomes easier for a consumer, but also increase the

likelihood of people to make different choices if they is more

liberal face greater details. Here we highlight three legacy of

these options are:

1) In the conjunctive experience, consumers establish a

minimum acceptable level for each attribute and choose the

first alternative that meets the minimum standards for an

attribute.

34

Alternative

Evaluation

2) In lexycography experience, consumers choose the best

brands based on the perceived attributes are most

important.

3) In the experience of elimination by aspects, consumers

compare the brand on an attribute that is selected having

regard to the level of probability (where the probability of

selecting an attribute that is positively related to its

importance) and the brand is eliminated if it does not meet

the minimum acceptable level.

b) Interfere factors

Although consumers form brand evaluation, there are several

factors that can be in between purchase intention and

purchase decisions are illustrated in Figure 2.3

Figure 2.3

Stages of the Evaluation of Alternatives and Purchasing

Decisions

Source : Kotler (2016: 199)

The first factor is the attitude of others. The extent to which

the attitude of others reduces one's preferred alternative will

depend on two things:

Consumer

Buying

intention Situational

factor that

Consumer

can not

Anticipate

Consumer

Attitude

Consumer

Buying

Behavior

35

1) The intensity of the negative attitudes of others towards

alternative preferred by consumers.

2) Consumer motivation to obey the wishes of others.

The more intense the negative attitudes of others and

closer to the other person with the consumer, consumers

will increasingly change their purchase intention.

The second factor is the factor of unanticipated situations that

may arise and change purchase intention. The consumer's

decision to modify, delay, or avoid buying decision is

strongly influenced by the risk.

There are several types of risk that can be felt by consumers

in purchase and consuming the product, as folow:

1) The functional risk, products not performing as expected

and and the product not worth to the price that paid.

2) The physical risk, the product poses a threat to the

welfare or physical health from users or others.

3) The social risks, product cause embarrassment to others.

4) The psychological risk, products affect the mental

welfare of the user.

5) The time risk, failure of product resulting in an

opportunity cost because find another satisfactory

product.

36

e) Post-purchase decision

According to Kotler and Keller (2016: 200), after making

a purchase of a product, the consumer will experience a certain

level of satisfaction or dissatisfaction. Marketers must

monitoring the satisfaction of post-purchase, post-purchase

action, and post-purchase product usage.

According to Kotler and Keller (2007: 249), there are

five people who play a role in purchasing decisions:

a) Spark.

The man who first proposed the idea to buy the product.

b) Influencer.

People who affect consumer decision by their perspective

and suggestion.

c) The Decision Maker.

People who make decisions about each component of the

purchase decision, whether to buy, do not buy, how to buy

and where to buy.

d) Buyers.

The person doing the actual purchase.

e) Users.

A person who consumes or uses goods or services products.

37

D. Repurchase Intention

1. Definition of Repurchase Intention

Repurchase intention is part rather than a behavioral

component in the attitude of consuming. Repurchase intention

can reflect the high level of customer satisfaction when deciding

to buy a product. According to Chaplin (2005) intention is an

attitude that is eternal, involving individual attention in selecting

the objects perceived interest to himself and intention is also a

state of the motivations that drive behavior at a particular

destination. According to Kinnear and Taylor in Thamrin (2003)

purchase intention is defined as stage tendency of respondents to

act before making a purchase decision.

Repurchase Intention is the intention to repurchase for a

product twice or more, whether the same product or different

(Zeng, Zuahao, Rong, and Zhilin, 2009). Repurchase include two

characteristics that intention (intention) and behavior (behavior).

Repurchase intention is closely related to consumer attitudes

toward the object and attitude of consumers towards previous

behavior. Chang, Lee, Chien Huang and Chen (2010) says that

the existence of a positive relationship between the consumer

experience of a product to the tendency of consumers to resume

purchases of products evaluated. Consumer intention to purchase

online is the activity of consumers to make purchases at any

online store.

38

Repurchase intention is defined by Hellier, Geursen, Carr,

and Rickard in Chinomona and Dubihlela (2014: 25) as the

individual’s decision about repeatedly buying the product/service

from the same company, taking into account his/her current

situation and circumstances. First-time purchase is often used as

a predictive measure of repurchase behavior. The decision to

repurchase represents the customer’s decision to engage in

continuous consumption of the product. Consumer buying

behaviour can be understood in two stages, thus encouraging

people to purchase and enhancing them to repurchase (Zhang,

Fang, Wei, Ramsey, McCole and Chen in Chinomona and

Dubihlela, 2014: 25).

Therefore, researcher concluded that repurchase intention

is behavior that arises in response to an object. When consumers

get a positive response on past actions, from which there will be

strengthening, with its positive thoughts on what it receives

allow individuals to make purchases repeatedly

2. Measuring Repurchase Intention

According to Ferdinand (2002: 25-26) in Saidani and

Arifin (2012: 7) repurchase intention can be identified through

several indicators, as follows:

a. Transactional Interest

Is tendency of someone to always repurchase the

product that has been consumed.

39

b. Referential Interest

Is tendency of someone to reference the product that

has been bought in order to be purchased by the others, with

reference to his or her personal experience.

c. Preferential Interest

Is the interest that depicts the behavior of someone

which always has the main preference on the product that has

been consumed. This preference can only be changed if

something happens to its preference product.

d. Explorative Interest

This interest depicts the behavior of someone that

always finds the information regarding the product which is

interesting for him or her and finding the information to

support the positive natures of the product.

40

E. Logical Framework

Figure 2.4

Logical Framework

Perceived Ease of

Use (X1)

Electronic-Word

of Mouth (X2)

Process of Purchase Decision

(Y1)

Repurchase

Intention (Y2)

Data Test:

1. Validity test

2. Reability Test

Analisis Jalur (Path Analysis)

1. Persamaan Analisis Jalur Struktur 1

2. Persamaan Analisis Jalur Struktur 2

3. Pengujian Hipotesis (Uji F dan Uji t)

4. Uji Sobel

Conclusion and Suggestion

41

F. Hypothesis

The hypothesis is a temporary answer to the problem of

research, where the formulation of research has been expressed in

the form of a question sentence (Sugiyono, 2014: 64). The

hypothesis proposed as a temporary answer to the problems posed in

this study are as follows:

Structural Equation 1

1. Hypothesis 1

Ho1 : There is no direct influence between Perceived Ease of

Use with Process of Purchase Decision

Ha1 : There is direct influence between Perceived Ease of Use

with Process of Purchase Decision

2. Hypothesis 2

Ho2 : There is no direct influence between Electronic-Word of

Mouth with Process Purchase Decision

Ha2 : There is direct influence between Electronic-Word of

Mouth with Process of Purchase Decision

Structural Equation 2

3. Hypothesis 3


Use and Electronic-Word of Mouth with Process Purchase

Decision simultaneously

42


and Electronic-Word of Mouth with Process of Purchase

Decision simultaneously

4. Hypothesis 4


Use with Repurchase Intention


with Repurchase Intention

5. Hypothesis 5


Mouth with Repurchase Intention


Mouth with Repurchase Intention

6. Hypothesis 6

Ho6 : There is no direct influence between Process of Purchase

Decision with Repurchase Intention

Ha6 : There is direct influence between Process of Purchase

Decision with Repurchase Intention

7. Hypothesis 7

Ho7 : There is no direct influence between Process of Purchase

Decision with Repurchase Intention simultaneously

Ha7 : There is direct influence between Process of Purchase

Decision with Repurchase Intention simultaneously

43

8. Hypothesis 8


Use and Electronic-Word of Mouth and toward Repurchase

Intention through Process of Purchase Decision simultaneously


and Electronic-Word of Mouth toward Repurchase Intention

through Process of Purchase Decision simultaneously

9. Hypothesis 9


Use toward Repurchase Intention through Process of Purchase

Decision


toward Repurchase Intention through Process of Purchase

Decision

10. Hypothesis 10


Mouth toward Repurchase Intention through Process of Purchase

Decision


Mouth toward Repurchase Intention through Process of

Purchase Decision

44

G. Previous Research

Table 2.1

Previous Research

No Author Title Variable Conclusion

1 Yunita Fitri

Wahyuningtyss,

Dyah Ayu

Widiastuti

(2015)

Analisis

Pengaruh

Persepsi

Risiko,

Kemudahan,

Dan Manfaat

Terhadap

Keputusan

Pembelian

Perceived

Ease of

Use (X1)

towards

Process of

Purchase

Decision

(Y1)

The most

dominant

variable

affecting

online

purchasing

decisions is

the perceived

ease of use

variable with

an average

value of

descriptive

analysis of

3.54 included

in the agreed

category. This

is because

consumers

feel easier in

buying a

desired

product

without

having to

come to the

shop directly.

2 Selim Aren,

Mevlüdiye

Güzel, Ebru

Kabadayi,

Lütfihak Alpkan

(2013)

Factors

Affecting

Repurchase

Intention to

Shop at the

Same

Website

Perceived

Ease of

Use (X1)

towards

Repurchase

Intenteion

(Y2)

The analysis

results of all

variables are

significantly

correlated.

The results

show that

characteristics

45

of an online

store and

what

consumers

feel and

perceive

cannot be

ignored apart

from

social and

economic

reasons that

lead people to

shop online.

These factors

take

consumers

first to

behavioral

intention and

then to the

behavior

itself. It is a

requirement

to develop

marketing

strategies by

considering

these factors

in electronic

commerce

with an

intense

competition

and

innovational

applications

3 Cheng-Hao

Chen, et.al

(2015)

eWOM effect

in the

consumer

purchase

decision

making

Electronic-

Word of

Mouth

(X2)

towards

Process of

This research

has found that

there is a

process

consumers go

through when

46

process of a

holiday

destination –

An

exploration of

young

professionals,

families and

empty nesters

in the British

market.

Purchase

Decision

(Y1)

looking for

tourism-

related

product

information

from the

Internet. This

research

found that

seeking C2C

content plays

a dominant

role in the

decision

making

process of

tourism

consumption.

4 Penjuree

Kanthawongs,

Penjira

Kanthawongs.

Chaisak

Chitcharoen

(2015)

The Factors

Influencing

Repurchase

Intention: A

Case Study

Of The Hotel

Chain a In

Bangkok

Electronic-

Word of

Mouth

(X2)

towards

Repurchase

Intention

(Y2)

The

researchers

found that the

following

independent

factors were

tested in order

to be

positively

affected

repurchase

intention of

the hotel

chain A in

Bangkok

at .05 level of

significance:

electronic

word of

mouth, e-

service

quality in

terms of

efficiency,

and

transaction

security

5 Popo Suryana,

Eliyandi Sumar

Analisis

Faktor yang

Process of

Purchase

Total results

purchasing

47

Dasuki (2013) Mempengaru

hi Keputusan

Pembelian

dan

Implikasinya

pada Minat

Beli Ulang

Decision

(Y1)

towards

Repurchase

Intention

(Y2)

decision

towards

repurchase

intention

79,39%;

indicates that

the variable

purchase

decisions

increased the

rate of

repurchase

intention

significantly

on statitstical

test.

48

CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

This study aims to test hypothesis about variable Ease of Use,

Electronic-Word of Mouth, Process of Purchase Decision, and

Repurchase Intention of Bukalapak.com. Scope of research for this

studies are as follows:

1. The focus of the author in this study is the influence of variables

perceive ease of use and eWOM towards process of purchase

decision that impacts on repurchase intention.

2. The location and the object to be examined are Internet Users who

used Bukalapak.com to buy or sell the product. Period March-April

2017.

3. In this study consisted used two variables are exogenous variables

and endogenous variable. Exogenous variable in this research is Ease

of Use given symbol (X1) and Electronic-Word of Mouth given

symbol (X2). Endogenous variable in this research is Process of

Purchase Decision given symbol (Y1) and Repurchase Intention

given the symbol (Y2).

B. Determine of Sample Method

1. Population

The population in this study are the users of Bukalapak.com.

Population is area generalization consist of objects and subjects that

49

have certain quality and characteristic designed by author for learned

and at the next pulled the conclusion (Sugiyono,2009:115).

According to Malhotra (2004:314) population is the

aggregate of all the elements that share common set of characteristic

and that comprise the universe for the purpose of the marketing

research problem.

2. Sampling Technique

According to Sugiyono (2009:116) sample is a part of total

number and characteristic that owned by its population. According

to Malhotra (2004:314) sample is a subgroup of the elements of the

population selected for participation in the study. Element is the

object about which or from which the information is desired

(Malhotra, 2004:315). The sampling technique can be grouped into

two, namely Probability and Non-Probability Sampling.

Probability sampling is a sampling technique that provides

equal opportunity for each element of the population to be elected as

members of the sample. While Non-Probability Sampling is a

sampling technique that does not provide equal opportunities for

every element of the population to be sampled (Sugiyono, 2008).

This study used a technique Non-Probability Sampling with

Purposive Sampling method. Where researchers deliberately using

own judgment in selecting members of the population are considered

appropriate in providing the information needed for the study

50

(Sugiyono, 2010:218-219). In this study, researchers took samples

from Facebook user who use or have access to Bukalapak.

As for the reason of researchers using this technique selected

as sample is Bukalapak Users from Internet who are in 2017 they

were at the age of 18-25 years were included in the Generation Z, the

generation that was born in the year 1995 to 2010. Generation Z is

presented in the Generation Theory. A significant aspect of this

generation is its widespread usage of the Internet from a young age.

Members of Generation Z are typically thought of as being

comfortable with technology, and interacting on social media

websites for a significant portion of their socializing. Some

commentators have suggested that growing up through the Great

Recession has given the cohort a feeling of unsettlement and

insecurity.

a. More than 90% of the age group 18 to 29 years doing online,

which is a higher percentage than the previous generation. In

addition, the age group 18 to 24 years led to the use of mobile

telephone services, such as SMS, social media and internet.

b. Socially driven.

The group had the highest disposable income, they are more

concerned about the brand, and most spend their money for

personal needs and clothing, which could raised their status.

c. Diversely motivated.

51

They were the most enterprising, adventurous, and cultured. In

addition, they were able to comfortably move either alone or in

groups.

d. Socioeconomically introverted.

They loved the individual activities and spend their money on

products and services are used for their pleasure.

e. Sports-Oriented.

They reflect the largest market for sports and home video

equipment (Loudon, Bitta; 1993).

Due to the number of population is not known exactly so to

determine the size of the sample that is using convenience sampling

technique. Based on this, researchers select to filter the existing

questionnaires, if such persons are known. For example, the sample

used to estimate the average value. If used to estimate μ, we can (1-

α)%, namely that the error does not exceed a certain value when the

sample size e of n, where: n =[

]² Wibisono in Riduwan

and Kuncoro (2008:50).

Keterangan:

n = Total Sample

Zα = The size of the confidence level α = 0.05 (95% confidence

level means Z1 / 2. 95% = 0.475 in the table found Z. 1.96)

σ = Standard Deviation

e = Standard error or errors that can be tolerated.

52

Calculation :

n =[

]²

n =[

]² = 96,04

From the calculation results, the samples obtained in the

amount of 96,04. To make it easier then rounded to 100

respondents. So in this study will use the 100 respondents to the

research sample.

C. Data Collection Methods

1. Types of Data

According to Kenneth and Jane (2004:8) data is streams of raw

facts representing events occurring in organization or the physical

environment before they have been organized and arranged into a

form that people can understand and use. The types of data used in

this research are as follows:

a. Primary Data

According to Malhotra (2004:37) primary data is data

originated by the researcher for the specific purpose of

addressing the research problem. Primary data is the data

obtained directly from the object under study by research or field

research. Primary data is data sources which is directly gives the

data for researcher (Sugiyono, 2009:193).

53

Primary data was collected through questioner methods.

According to Malhotra (2004:280) questioner is a structured

techniques for data collection that consist of a series of

questions, written or verbal, that a respondent answers.

Questioner method is technique data collections that had been

done with give a set of questions or written statement to the

respondent to be answered (Sugiyono, 2009:199). The data will

be processed using SPSS 21 for windows.

This study used a likert scale that is consist of five level.

Likert scales widely used a rating scale that requires the

respondents to indicate agreement and disagreement with each of

a series statement about the stimulus objects. Typically, each

scale item has five response categories, ranging from “strongly

disagree” to “strongly agree” (Maholtra, 2004:258).

Likert scale is to measure attitude, opinion, and

perceptions of individuals or groups social phenomena (Riduwan

and Engkos, 2008:20). Likert scale of five levels to express the

attitude or the respondent’s answer are as follows:

54

Table 3.1Likert Scale of Five Levels

1 Strongly agree / always / very positive / very satisfactory

5

2 Agree / often / positive / satisfying 4

3 Hesitant / sometimes / satisfactory 3

4 Disagree / never / negative / unsatisfactory 2

5 Strongly disagree / strongly never / very dissatisfy

1

Source: (Malhotra, 2004:258)

b. Secondary Data

According to Malhotra (2004:37) data is collected for

some purpose other than the problem at hand. Secondary data is

source indirectly give the data for researcher (Sugiyono,

2009:193). In the development of this study research, technique

of taking secondary data will be used is:

1) Library Study, done for collecting the data with information

through reference books, journals, and other information

which suitable according to this study.

D. Data Analysis Methods

1. Descriptive Analysis

According to Istijanto (2009) descriptive study was

conducted where the research is done to provide wider exposure

which has a purpose to change the raw data become easy to

comprehend in the form of short time. The descriptive analysis used

to explain general description about the respondent. This way is

done by distributing the 100 questioners to respondent and then

55

processed with statistical methods using SPPS 21 and Microsoft

Excel.

a. Validity Test

According to Malhotra (2004:269) validity of a scale may be

defined as the extent to which differences in observed scale

scores reflect true differences among objects on the characteristic

being measured, rather than systematic or random error. According

to Ghozali (2005:45) the validity of this research is used to

measure the legality of a questionnaire. Test validity used to

measure the legal valid or un-valid of a questionnaire. In order to

determine whether an items that are to be used or not, usually done

on the significance correlation coefficients test on minimum

correlation 0.30, means that an item is considered valid if the total

score is greater that 0.30 (Priyatno, 2010:90).

b. Reliability

According to Malhotra (2004:267) reliability refers to extent

which has a scale produces consistent results if repeated

measurements are made on the characteristic. According to

Sugiyono (2009:456) reliability is often defined as the

consistency and stability of data findings. From a positivistic

perspective, reliability typically is considered to be synonymous

with consistency of data produced by observation made by

different researcher at different times.

56

Reliability test conducted by researcher is to measure the

consistency of the questions that include in the questionnaire on

the variables. According to Malhotra (2004:268) a questionnaire

is considered reliable when cronbach's alpha test reached 0.6 or

more. Cronbach’s alpha is the average of all possible split half

coefficients resulting from different ways of splitting the scale

items (Malhotra, 2004:268).

c. Path Analysis

According to Riduwan and Engkos (2008:2) path analysis

model was used to analyze the patterns of relationships between

variables with the aim to find out directly or indirectly influence

the set of independent variables (exogenous) against the

dependent variable (endogenous). There are some benefits using

path analysis based on Riduwan and Engkos (2008:2) are as

follows:

1) Description of the phenomenon studied or researched the

problem. The prediction variable (Y) based on the value of the

variable (X) and predictions with path analysis is qualitative.

2) Determination of the determinant factor variable (X) where the

dominant influence of the related variables (Y), can be used to

search for the mechanism (line) the influence of the free

variable (X) against variables bound (Y).

3) Use model theory test trimming good test reliability and test

new concepts of development. Application of method of

57

trimming is used to correct a structural path analysis model by

way of removing the exogenous variables the coefficient of the

coaster is not significant.

Figure 3.1 Path Analysis

Figure 3.2 Structure I Path Analysis

Structure I

Y1 = ρx1y1 + ρx2y1 + ϵ1

Perceived Ease of

Use (X1)

Electronic-Word Of

Mouth (X2)

Process of Purchase

Decision (Y1)

Repurchase

Intention (Y2)

Perceived Ease of

Use (X1)

Electronic-Word of

Mouth (X2)

Process of Purchase

Decision (Y1)

58

Figure 3.3

Structure II Path Analysis

Structure II

Y2 = ρx1y2 + ρx2y2 + ρy1y2 + ϵ2

4) Use Sobel Test to test indirect influence to determine whether

the relationship through a mediating variable can significantly

as a mediator in the relationship. According to Baron and

Kenny (1986) in Ghozali (2009) a variable is called an

intervening variable if the variable influences the relationship

between the predictor variable (dependent). Testing of the

mediation hypothesis can be done by the procedure developed

by Sobel (1982) and known as the Sobel test. Sobel test is done

by testing the indirect effect of independent variable (X) to the

dependent variable (Y) through the intervening variable (M).

The indirect effect of X to Y through M is calculated by

multiplying the path X → M (a) by the path M → Y (b) or ab.

Thus the coefficient ab = (c - c '), where c is the effect of X

against Y without control M, where c is the coefficient of

Perceived Ease of

Use (X1)

Electronic-Word

of Mouth (X2)

Process of Purchase

Decision (Y1)

Repruchase

Intention (Y2)

59

influence X to Y after controlling M. Standard error

coefficients a and b are written with Sa and Sb, Indirect effect

of Sab is calculated by the formula below:

Sab = b² Sa² + a² Sb² + Sa² Sb² To test the significance of

indirect effect, it is necessary to calculate the t value of the ab

coefficient with the following formula:

The value of t arithmetic is compared with the value of t table

that is> = 1.96. If the value of t arithmetic greater than the

value of t table then it can be concluded that the influence of

mediation (Ghozali, 2009).

2. The Coefficient of Correlation

According to Sarwono (2007:22) correlation of coefficient is

used see how strong relationship and direction between one or more

variable. Coefficient of correlation can be shown by the number of

pearson correlation. Pearson correlation ranged from zero until one.

If pearson correlation is close to the number one, it means the

relationship is getting strong. Otherwise, if Pearson correlation is

close to zero then the relationship is getting weak.

60

Table 3.2The Level of Coefficient Correlation

Internal Coefficient Level of Relationship

0.0 - 0.25 Very Weak

>0.25 – 0.5 Weak

>0.5 – 0.75 Strong

>0.75 -1 Very Strong

Source: (Sarwono, 2007:108)

3. The Coefficient of Determination

According to Ghozali (2006:202) the coefficient of

determination (essentially measure how far the ability of models to

explain variation in the dependent variable. The value determination

of coefficient is between zero and one. The small means that the

ability of independent variables in explaining variations in the

dependent variable is very limited. Basic weaknesses use the

coefficient of determination is based on the number of independent

variables entered into the model. Each additional one independent

variable, then R2 would increase, no matter whether these variables

affect the dependent variable is not. Therefore, in this research used

is the R square that have been adapted or adjusted R square as

adjusted for the variables used in this research. Adjusted R square

value can rise or fail if an independent variable added into the

model.

4. Simultaneous Test (F test)

According to Sarwono (2007:29) Ftest is used to see the

influence exogenous variable to endogenous variable

61

simultaneously. According to Sarwono (2007:30) the criteria for

testing the significant level is 5% or 0.05. Step to examine the

hypothesis with Ftest are as follow (Sarwono, 2007:17):

Calculate Ftest by SPSS

Calculate the Ftable with the criteria significant level is 0.05

Determine the criteria of hypothesis test as follows:

a. If Ftest > Ftable, H₀ is rejected and Ha is accepted, it means

exogenous variable has significant influence to endogenous

variable simultaneously.

b. If Ftest < Ftable , H₀ is accepted and Ha is rejected, it means

exogenous variable doesn’t have significant influence to

endogenous variable simultaneously.

5. Partial Test (t Test)

According to Sarwono (2007:31) Ttest is used to see how big

influence the exogenous variable to endogenous variable partially.

Step to examine the hypothesis with Ttest are as follow (Sarwono,

2007:32):

Determine the hypotheses:

H₀: Exogenous variable doesn’t have influence endogenous variable

Ha: Exogenous variable has influence endogenous variable

Calculate the number of T test by SPSS

62

Calculate the number of T table with the criteria significant level

0.05 and degree of freedom (df) = n – k (number of respondent –

exogenous variable)

Determine the criteria of hypothesis test as follows:

f. If T test > T table, H₀ is rejected and Ha is accepted, it means

exogenous variable has significant influence to endogenous

variable partially.

g. If T test < T table, H₀ is accepted and Ha is rejected, it means

exogenous variable doesn’t have significant influence to

endogenous variable partially.

E. Operational Variable

According to Sugiyono (2009:58) research operational are

everything that shaped whatever things which determined by researcher

to learn and get the information about those things, next make a

conclusion. Here are the table of operational variable.

63

Table 3.3

Operational Variable

Variable Dimensions Indicators Scale

Perceive Ease

of Use (X1)

Davis (1989:

331)

Easy to learn

1. There is no

difficulty on

learning

2. Easy to get what it

wants

Likert

Easy to operate

1. Clear interaction

and understandable

2. Flexible

Interaction

Easy to become

an expert

1. The more frequent

to access will

become

increasingly adapt

2. Objects are easy to

use

Intensity

1. The frequency of

accessing

information from

social networking

sites

2. The frequency of

64

Electronic-

Word of Mouth

(X2) Goyette &

Richard

(2012:52)

interaction with the

users of social

networking sites

3. The number of

reviews written by

users of social

networking sites

Likert

Valence

Opinions

1. Positive comments

from users of

social networking

sites

2. Recommendation

from social

networking site

users.

Content

1. Information on

product variation

2. Information on

product quality

3. Information on

product price

Determine the

problem

1. The process would

need the product

65

Process of

Purchase

Decision (Y1)

Kotler & Keller

(2016:197-200)

Searching the

information

1. Sources of family,

friends,

organizations,

social media

Likert

Alternative

evaluation

1. Beliefs and

attitudes

Purchase

decision

1. Brand selection

2. Buy the most

preferred brand

Post-Purchase

decision

1. Satisfaction

experience

Repurchase

Intention (Y2)

Ferdinand

(2002:25-26)

in Saidani and

Arifin (2012:7)

Transactional

Interest

1. Willingness of

customers to

repurchase the

products

Likert

Referential

interest

1. Giving the

information about the

product to others

Preferential

Interest

1. The products

become the main

preference

Explorative

Interest

1. The interest of

finding products

information

66

CHAPTER IV

ANALYSIS AND DISCUSSION

A. Overview Research Object

1. History bukalapak.com

Bukalapak was founded by Achmad Zaky in early 2010 as a

digital agency division named Suitmedia based in Jakarta.

However, Bukalapak has only been a Limited Liability Company

(PT) in September 2011 and managed by Achmad Zaky as CEO

(Chief Executive Office) and Nugroho Herucahyono as CTO

(Chief Technology Officer).

After more than a year, Bukalapak got additional capital from

Batavia Incubator (a joint venture of Rebright Partners led by

Takeshi Ebihara, Japanese Incubator and Corfina Group). In 2012,

Bukalapak receives additional investments from GREE Ventures

led by Kuan Hsu.

In March 2014, Bukalapak announced an investment by

Aucfan, IREP, 500 Startups, and GREE Ventures. Not long ago

from the news, on March 18, 2014 Bukalapak also launched a

mobile app for Android. The application, known as the Bukalapak

mobile, was created specifically for sellers to make it easier to

access their wares and make their transactions via smartphones.

Since it was first launched until July 3, 2014, the application has

been downloaded by more than 87 thousand users of Bukalapak.

67

Although it has only been established for more than 3 years,

Bukalapak has a good reputation in terms of customer service and

its easy-to-access website. As time goes by, Bukalapak is growing

with its newest innovation to facilitate Bukalapak users for its

transaction.

On June 25, 2014 Bukalapak adds Quick Buy feature, which

is where buyers do not need to register the account first when going

to buy goods. When the page pops up, just fill in the purchase data

and buyer selects the Buy Without Account tab. This stage, buyers

simply enter the active e-mail and address details for the delivery

of goods. The active e-mail will be used to send the payment bill

and as a contact to inform the buyer in case of a transaction error.

Therefore it is expected buyers write the right e-mail address,

because it will affect the verification of your transaction.

Bukalapak has a program to facilitate the existing SMEs in

Indonesia to conduct transactions on sale and purchase online. This

is because online transactions can make it easier for SMEs to sell

their products without having an offline store. For those who

already have an offline store, Bukalapak expects the presence of

these sites can help increase the offline store sales.

From EMTEK's 2015 financial statements (49% owners of

Bukalapak shares), it is known that Bukalapak has obtained

investment fund from EMTEK totaling up to Rp 439 billion.

68

However, in 2015, Bukalapak is still losing Rp 229 billion, with

revenues of Rp 6.4 billion.

2. Types of Product

This category is a kind of category that is processed into one

category into another category of products in Bukalapak include:

Mobile, Bicycle, Tablet, Gadget Accessory, Kids, Computer,

Laptop, Printer / Scanner, Data Storage Media, Fashion Men,

Fashion Accessories, Electronic Equipment, Audio & Video, Home

Appliances, Baby Equipment, Up to Books or Musical Instruments

and others.

3. BukaDompet Transaction Payment System

Bukalapak transaction payment system is a guarantee of

security of sale and purchase transactions in a payment system also

known as BukaDompet. In contrast to sites that developed in the

2000s are generally advertising and allow sellers and buyers to

communicate directly by phone, but in Bukalapak, sellers and

buyers are not allowed to communicate directly because of

potential fraud.

In this case Bukalapak will become a third party mediating

transactions between the seller and the buyer.

a. Transaction Payment System Process

When a prospective buyer wants to buy an item

from a seller in Bukalapak, then the buyer must make a

payment transfer to Bukalapak first. If the transfer has

69

succeeded, Bukalapak will notify the seller that the

payment has been received by Bukalapak and the seller

can make the delivery of goods that have been ordered

buyer via sms message. When the goods arrive at the

buyer, the buyer confirms the receipt of the goods to

Bukalapak, and Bukalapak will transfer the purchase

money to the seller. With this guarantee program, if the

buyer does not receive the goods until a certain time

limit, the buyer's fund will be refunded 100%.

4. Users of Bukalapak

Bukalapak was originally famous for its bike hobbyists.

Comes simultaneously with the trend of folding bikes and fixed

gear that goes from big cities like Jakarta, Bogor, Bandung which

then spread to various other cities in Indonesia. Proximity to the

bicycle community can not be denied because Bukalapak is great

because of the bicycle community that time in 2011 was exploding.

According to Zaky's statement released startupbisnis

proximity to the world of this bike happens unintentionally.

Bukalapak is also considered by the bicycle community, especially

the bicycle traders who destroy the market price. Many bike shops

are protesting against the existence of Bukalapak because it offers a

price too tilted, this is one that triggered the growth of users in

bukalapak.com.

70

In one day, Bukalapak visited more than 2 million visits.

Until now, Bukalapak has 7 million sold by users (as of December

2015) and is in position 11 major sites in Indonesia based on Alexa.

B. Discussion of Questionnaire Result

1. Validity and Reliability Try Out Results

a. Try Out Result of Validity Test

Validity is a measurement that indicates the level of

accuracy of an instrument the size of the concepts studied

(Suharso, 2009:108). In order to obtain primary data

researchers distributing questionnaires to the respondents who

used Bukalapak.com. A valid point statement said if the value

of each item statement or r value is positive and greater than r

table. In the test a try out 30 respondents, the researchers used

the formula of = n – 2, so 30 – 2 = 28 and found to be 0,361 as

the value of r table. The following result of validity test:

71

Table 4.1

Try Out Result of Validity Test

Questions Calculated Value R Table

Value

Describe

Perceived Ease of Use (X1)

Perceived Ease of

Use 1

0,883 0,361 Valid

Perceived Ease of

Use 2

0,815 0,361 Valid

Perceived Ease of

Use 3

0,814 0,361 Valid

Perceived Ease of

Use 4

0,705 0,361 Valid

Perceived Ease of

Use 5

0,734 0,361 Valid

Perceived Ease of

Use 6

0,863 0,361 Valid

Electronic-Word of Mouth (X2)

E-WOM 1 0,710 0,361 Valid

E-WOM 2 0,781 0,361 Valid

E-WOM 3 0,780 0,361 Valid

E-WOM 4 0,710 0,361 Valid

E-WOM 5 0,710 0,361 Valid

E-WOM 6 0,781 0,361 Valid

E-WOM 7 0,780 0,361 Valid

E-WOM 8 0,710 0,361 Valid

Process of Purchase Decision (Y1)

Process of Purchase

Decision 1

0,873 0,361 Valid

Process of Purchase

Decision 2

0,859 0,361 Valid

Process of Purchase

Decision 3

0,840 0,361 Valid

Process of Purchase

Decision 4

0,810 0,361 Valid

Process of Purchase

Decision 5

0,789 0,361 Valid

72

Questions Calculated Value Table Value Describe

Repurchase Intention (Y2)

Repurchase

Intention 1

0,858 0,361 Valid

Repurchase

Intention 2

0,575 0,361 Valid

Repurchase

Intention 3

0,639 0,361 Valid

Repurchase

Intention 4

0,870 0,361 Valid

Source: SPSS primary data have been processed, 2017

Results try out table 4.1 shows that 36 items of

questioner given to the 30 respondents has a value of r value

greater than r table 0,361, which means all items are valid.

b. Try Out Result of Reliability Test

Reliability test is used to test the consistency of the data

within a certain period, namely to determine the extent of

measurement used can be trusted or relied upon. These

variables Cronbach Alpha said its own values > 0,70 which

means that the instrument can be used as a reliable data

collection is relatively coefficient measurement results if

performed repeated measurements. Reliability test aims to see

consistency (Ghozali, 2011:48).

The following results of reliability test:

73

Table 4.2

Try Out Result of Reliability Test

Variable Cronbach’s Alpha N of item Information

Perceived Ease of Use 0,888 6 Reliability

Electronic-Word of

Mouth

0,885 8 Reliability

Process of Purchase

Decision

0,887 5 Reliability

Repurchase Intention 0,703 4 Reliability


Based on table 4.2 above all the variables brand image,

perceived quality, lifestyle, service quality and purchase

decision has a Cronbach's Alpha values above 0,70 then all

variables expressed reliable.

c. Descriptive Respondents

1) Distribution of Respondents Answers Regarding the

Perceived Ease of Use

X1 variable in this study was measured through 6

questions were distributed to 100 respondents and present

the indicators of these variables. Results of responses to

the Perceived Ease of Use are described in Table 4.3

below:

74

Table 4.3

Distribution of Respondents Answers About the Perceived Ease

of Use

No. Question SD% D

%

N

%

A

%

SA

% Total %

1 How to use Bukalapak.com site and

app services are easy to learn 0 0 7 54 39 100

2

The menu arrangement on the

Bukalapak.com site and app services

are easy to understand

0 8 6 45 41 100

3

The features of the Bukalapak.com site

and its apps are easy to understand 0 3 9 49 39 100

4

The app and sites of Bukalapak.com

are flexible to be accessed anywhere

and anytime

0 0 11 49 40 100

5

The more often access Bukalapak.com

then more proficient in operating its

services

0 0 10 54 36 100

6 Bukalapak.com website and app are

easy to use 0 2 11 55 32 100

Mean % 0 2,2 9 51 37,8 100

Source : Primary data are processed

Table 4.3 shows that the variable Perceived Ease of

Use declare: the majority of respondents "agreed" by 51%.

And the question of the most influential is the question no. 6,

it can be seen by the majority of respondents to the question

no. 6 answered "agree" by 55%.

It shows that the indicators of Bukalapak.com website

and app are easy to use influence on Process of Purchase

Decision and its impact on Repurchase Intention.

2) Distribution of Respondents Answers About Electronic-

Word of Mouth (E-WOM)

75

X2 in this study was measured through 8 questions

distributed to 100 respondents and present the indicators

of these variables. Results of responses to E-WOM

described in table 4.4 below:

Table 4.4

Distribution of Respondents Answers About Electronic-Word of Mouth

(E-WOM)

No. Question SD

%

D

%

N

%

A

%

SA

%

Total

%

1 I often get information about Bukalapak.com

from the internet and social media 0 3 14 51 32 100

2 I interact with other Bukalapak.com users

through the internet, the site or social media 0 5 15 49 31 100

3

I get a good review of the Bukalapak.com

from the users of the site from the internet or

social media

0 2 18 52 28 100

4

I see a lot of positive comments from internet

users on Bukalapak.com via internet and

social media

0 7 9 54 30 100

5 Many internet users recommend the

Bukalapak.com 0 7 15 53 27 100

6 Bukalapak.com provides information on the

various products and services available 0 5 15 49 31 100


quality of the products and services available 0 2 18 52 28 100


price of the products and services available 0 7 9 54 30 100

Mean % 0 4,7 2,1 51,7 29,6 100


Table 4.4 shows that the E-WOM variable declare:

the majority of respondents "agree" at 51.7%. And the

question of the most influential is the question no. 4 and 8,

this can be seen by the majority of respondents in no. 4 and 8

answered "agree" by 54%.

76

It shows that the indicators of I see a lot of positive

comments from internet users on Bukalapak.com via internet

and social media and Bukalapak.com provides information

on the price of the products and services available influence

on Process of Purchase Decision and its impact on


3) Distribution of Respondents Answers About Process of

Purchase Decision

Y1 in this study was measured through 5 question

were distributed to 100 respondents and present the

indicators of these variables. Results of responses to the

Process of Purchase Decision are described in Table 4.5

below:

77

Table 4.5

Distribution of Respondents Answers About Process of Purchase

Decision

No. Question SD

%

D

%

N

%

A

%

SA

%

Total

%

1 I visited Bukalapak.com website because of

the need 0 0 9 52 39 100

2

I am looking for information about

Bukalapak.com through friends, family,

internet and social media before visiting

there

0 3 14 54 29 100

3

I decided to visit Bukalapak.com after

comparing it with other online trading sites

because I believe in the service of

bukalapak.com

0 0 10 66 24 100

4

I am confident of my decision to visit

Bukalapak.com for providing clear

information about a product offered

0 1 14 47 48 100

5 I will return to Bukalapak.com and

recommend it to others 0 0 14 53 33 100

Mean % 0 0,8 12,2 54,4 34,6 100


Table 4.5 shows that the majority of respondents

declare: variable Process of Purchase Decision "agreed" by

54,4%. And the question of the most influential is the

question no. 3, it can be seen by the majority of respondents

to the question no. 3 answered "agree" by 66%.

It shows that the indicators of I decided to visit

Bukalapak.com after comparing it with other online trading

sites because I believe in the service of bukalapak.com

influence on Process of Purchase Decision and its impact on


78

4) Distribution of Respondents Answers About Repurchase

Intention

Y2 variable in this study was measured through 4

questions were distributed to 100 respondents and present

the indicators of these variables. Results of responses to

Repurchase Intention is described in Table 4.6below:

Table 4.6

Distribution of Respondents Answers About

Repurchase Intention

No. Question SD

%

D

%

N

%

A

%

SA

%

Total

%

1 I plan to use Bukalapak.com again to

sell or buy a product 0 8 6 45 41 100

2

I decided to recommend to friends and

family to use Bukalapak.com as a

means to buy or sell a product

0 0 1 56 43 100

3

I am more interested in using

Bukalapak.com compared to other

online trading sites

0 5 15 49 31 100

4 I am always looking for information

about Bukalapak.com 0 3 14 54 29 100

Mean % 0 4 9 51 36 100


Table 4.6 shows that the variable Repurchase

Intention declare: the majority of respondents "agreed" by

51% while only 4% disagreed. And the question of the

most influential is the question no. 2.

It shows that the indicators of I decided to

recommend to friends and family to use Bukalapak.com as

a means to buy or sell a product influence on Process of

Purchase Decision and its impact on Repurchase Intention.

79

5) Respondents in this research are the internet users who

used Bukalapak.com. The number of users who have been

selected as respondents as many as 100 people with

characteristics based on gender, age, occupation, and

income. The demographic characteristics of the

respondent’s classification can be described as follows:

a) Respondents by Gender

Table 4.7 Respondents by Gender

Gender Frequency Percentage

Male 67 67%

Female 33 33%

Total 100 100%

Source: SPSS primary data have been processed,

2017

From table 4.7 above it is known that the 100

respondents who used Bukalapak.com consists of 67

people or 67% are male respondents and 33 or 33%

are female respondents.

80

b) Respondents by Age

Table 4.8

Respondents by Age Age Frequency Percentage

< 18 years 0 0%

18-23 years 37 37%

24-29 years 41 41%

30-35 years 15 15%

>35 years 7 7%

Total 100 100%

Source: SPSS primary data have been processed,

2017

From table 4.8 above is known that

respondents who used Bukalapak.com consists of 37

people or 37% of respondents aged 18-23 years, 41

people or 41% of respondents aged 24-29 years, 15

people or 15% of respondents aged 30-35 years and

7 people or 7% of respondents aged > 35.

c) Respondents by Working Level

Table 4.9

Respondents by Working Level

Education Frequency Percentage

Students 0 0%

Collegers 45 45%

Private Employees 14 14%

Civil Servant 18 18%

Others 23 23%

Total 100 100%

Source: SPSS primary data have been processed,2017

81

From table 4.9 above it is known that the 100

respondents who used Bukalapak.com consisting of

45 people, or 45% of respondents to the level of

Collegers, 14 people, or 14% of respondents with a

level of Private Employees, 18 people or 18% of

respondents with a level of Civil Servant, 23 people

or 23% of respondents with Others working level.

d) Respondent by Income per Month

Table 4.10

Respondent Income per Month

Income per month Frequency Percentage

< 1 million 18 18%

1-3 million 36 36%

> 3 million 46 46%

Total 100 100%


From table 4.10 above it is known that the

100 respondents who used Bukalapak.com,

consisting of 46 people or 46% of respondents

income >3 million, 36 people or 36% of

respondents income is 1-3 million, 18 people or

18% of respondents income is < 1 million.

2. Descriptive Statistics Test Results

Variables used in this research that the Perceived Ease of

Use, Electronic-Word of Mouth, Process of Purchase Decision, and

82

Repurchase Intention descriptive statistics will be tested as shown in

Table 4.11.

Table 4.11

Descriptive Statistics Test Results

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

PEOU 100 18,00 30,00 25,47 3,01

E-WOM 100 19,00 40,00 32,5 4,92

POPD 100 16,00 25,00 20,94 2,16

RI 100 12,00 20,00 16,76 1,76

Valid N (listwise) 100

Source: Primary data are processed

Table 4.11 explains that the variable Perceived Ease of Use

have answers minimum of respondents obtained from questionnaires

is 18 and the answers to a maximum of respondents obtained from

questionnaires is equal to 30, with an average total answer to 25,47

(average of respondents who obtained through questionnaires) and a

standard deviation of 3,01. Variable Electronic-Word of Mouth has a

minimum response of respondents obtained from questionnaires was

19 and the maximum response of respondents obtained from

questionnaires is 40, with an average total answer to 32,5 (average of

respondents' answers were obtained through questionnaires) and

standard deviation of 4,92. Variable Process of Purchase Decision

has a minimum response of respondents obtained from

questionnaires is at 16 and the maximum response of respondents

83

obtained from questionnaires is at 25, with an average total answer

by 20,94 (the average of respondents' answers were obtained through

questionnaires) and a standard deviation of 2,16. While the variable

Repurchase Intention has a minimum response of respondents

obtained from questionnaires is 12 and the maximum response of

respondents obtained from questionnaires is 20, with an average

total response of 16.76 (average of respondents' answers were

obtained through questionnaires ) and a standard deviation of 1.76.

3. Path Analysis

The next data processing techniques using path analysis (path

analysis), where the analysis of this pathway serves to determine the

direct and indirect influence of a set of variables exogenous variables

on endogenous variables, testing should be done is:

a. Correlation Coefficient

In the path analysis method, to determine the relatiponship

between one variable with another variable. The correlation

coefficient only describe the relationship between variables but

it does illustrate the power of causality or causal, because

correlation is only used to measure the relationship in terms of

correlation analysis there are no exogenous or endogenous

84

Table 4.12

Source: Primary data is processed by SPSS 21.0, 2017

From the results of the data in the table 4.12 can be seen

that three categorized relationship is strong enough and the three

other relationships categorized relate strongly. The significant

value of all relationships is 0,000 less than the specified

tolerance value than the figure of 0.05 means all significant

correlations. It can be concluded SPSS data results in Table 4.13

as follows:

Correlations Coefficient

PEOU EWOM POPD RP

PEOU

Pearson Correlation 1 ,261**

,428**

,652**

Sig. (2-tailed) ,009 ,000 ,000

N 100 100 100 100

EWOM

Pearson Correlation ,261**

1 ,350**

,524**

Sig. (2-tailed) ,009 ,000 ,000

N 100 100 100 100

POPD


,350**

1 ,627**

Sig. (2-tailed) ,000 ,000 ,000

N 100 100 100 100

RP


,524**

,627**

1

Sig. (2-tailed) ,000 ,000 ,000

N 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

85

Table 4.13

Testing Interpersonal Variables

Correlation Correlation

coefficient

Category Probability Conclusion


(X1) with Electronic-

Word of Mouth (X2)

0, 261**

Weak 0,009 Significant


(X1) with Process of

Purchase Decision (Y1)

0,428**

Strong 0,000 Significant


(X1) with Repurchase

Intention (Y2)

0,652**

Strong 0,000 Significant

Electronic-Word of

Mouth (X2) with Process

of Purchase Decision

(Y1)

0,350** Weak 0,000 Significant

Electronic-Word of

Mouth (X2) with


(Y2)

0,524** Strong 0,000 Significant

Process of Purchase

Decision (Y1) with


(Y2)

0,627** Strong 0,000 Significant

Source: Data Primary is Processed

86

Table 4.14The Level of Coefficient Correlation

Internal Coefficient Level of Relationship

0.0 - 0.25 Very Weak

>0.25 – 0.5 Weak

>0.5 – 0.75 Strong

>0.75 -1 Very Strong

Source: (Sarwono, 2007:108)

b. Coefficient of Determination

1) Structure Determination Coefficient I

Table 4.15

Correlation Coefficient Structure I

In Table 4.14 obtained path analysis model with

determination coefficient (R Square) of 0.244 (24,4%).

Adjusted R-square of 22,8% indicates that the influence of

Perceived Ease of Use, Electronic-Word of Mouth on

Process of Purchase Decision in aggregate is 22,8%, while

the remaining 0.772 or 77,2% (100% - 22,8%) is the

possibility there are other aspects variables that have an

impact on Process of Purchase Decision. Process of

Purchase Decision variable probability of 22,8% can be

explained by the variable Perceived Ease of Use and

Electronic-Word of Mouth.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of

the Estimate

1 ,494a ,244 ,228 1,90511

a. Predictors: (Constant), EWOM, PEOU

Source: Primary Data are Processed

87

2) Structure Determination Coefficient II

Table 4.16

Correlation Coefficient structure 2

In Table 4.15 obtained path analysis model with

determination coefficient (R Square) of 0.647 (64,7%).

Adjusted R-square of 63,6% indicates that the influence of

Perceived Ease of Use, Electronic-Word of Mouth and

Process of Purchase Decision on Repurchase Intention in

aggregate is 63,6%, while the remaining 0.364 or 36,4%

(100% - 63,6%) is the possibility there are other aspects

variables that have an impact on Repurchase Intention.

Repurchase Intention variable probability of 63,6% can be

explained by the variable Perceived Ease of Use,

Electronic-Word of Mouth and Process of Purchase

Decision.

c. Simultaneous Significance Test (Test F)

Simultant hypothesis testing aims to measure the

influence of exogenous variables together against endogenous

variable. Results hypothesis in this test are:

Model Summary


Square

Std. Error of

the Estimate

1 ,805a ,647 ,636 1,06398

a. Predictors: (Constant), POPD, EWOM, PEOU

Source: Primary data are processed

88

1) Test F Equation Structure I

Table 4.17

Variant Analysis of Structure I

According to the table 4.16 to examine the effect of

Perceived Ease of Use and Electronic-Word of Mouth to

Process of Purchase Decision, the hypothesis is:

H₀: There is no simultaneous effect between the variables of

Perceived Ease of Use and Electronic-Word of Mouth on


Ha: There is a simultaneous effect between the variables of



Through these measures and the results in Table 4.8

ANOVA, showed the F-count equalt to 15,647 with probability

0,000. F-table with a significance level of 0.05, degree of

freedom (df) for df1 = 2, df2 = 97, then the F-table = 3.09. The

result is the F-count (15,647)> F-table (3.09) and with this

result, then Ho is rejected and Ha accepted.

ANOVAa

Model Sum of

Squares

df Mean Square F Sig.

1

Regression 113,582 2 56,791 15,647 ,000b

Residual 352,058 97 3,629

Total 465,640 99

a. Dependent Variable: POPD

b. Predictors: (Constant), EWOM, PEOU


89

This means that the variable perceived ease of use and

electronic-word of mouth significant effect simultaneously to

process of purchase decision is in line with the research of

Yunita Fitri Wahyuningtyas and Dyah Ayu Widiastuti, and

Cheng-Hao Chen, et.al. (2015), which proves the two variables

simultaneously positive effect on Process of Purchase

Decision.

2) Test F Equation Structure II

Table 4.18

Variant Analysis of Structure II

According to the table 4.17 to examine the effect of

Perceived Ease of Use, Electronic-Word of Mouth and Process

of Purchase Decision to Repurchase Intention, the hypothesis

is:

H₀: There is no simultaneous effect between the variables of


Process of Purchase Decision on Repurchase Intention

ANOVAa

Model Sum of

Squares

Df Mean Square F Sig.

1

Regression 199,562 3 66,521 58,761 ,000b

Residual 108,678 96 1,132

Total 308,240 99

a. Dependent Variable: RP

b. Predictors: (Constant), POPD, EWOM, PEOU


90

Ha: There is a simultaneous effect between the variables of


Process of Purchase Decision on Repurchase Intention

Through these measures and the results in Table 4.9

ANOVA, showed F-count equal to 58,761 with probability

0,000. F-table with a significance level of 0,05, degree of

freedom (df) for df1 = 3, df2 = 96, the F-table = 2,70. The

result is the F-count (58,761) > F-table (2,70) with the results

then Ho is rejected and Ha accepted. This means that the

variable Perceived Ease of Use, Electronic-Word of Mouth,

and Process of Purchase Decision significant effect

simultaneously on Repurchase Intention.

This means that the variable perceived ease of use,

electronic-word of mouth, and process of purchase decision

simultaneously effect significantly to repurchase intention is in

line with the research of Selim Aren, Mevludiye Guzel, Ebru

Kabadayi and Lutfihak Alpkan (2013), Penjuree and Penjiraa

Kanthawongs, and Chaisak Chicharoen (2015), Popo Suryana

and Sumar Dasuki (2013), which proves the three variables

simultaneously positive effect on repurchase intention.

d. Individual Significance Test (t Test)

Partial hypothesis testing aims to measure the influence

of exogenous variables partially on endogenous variables. Need

91

to be notified for each hypothesis test criteria are as follows:

H0 is accepted and Ha is rejected if t <t table for α = 0.05

H0 rejected and Ha accepted if t> t table for α = 0.05.

Results hypothesis are:

1) T-Test Eq Structure I

Table 4.19

Structure I t-Test Results

a) Testing the effect between Perceived Ease of Use to


The Hypothesis is:

H₀: There is no direct effect between the variables of

Perceived Ease of Use to Process of Purchase

Decision

Ha: There is a direct effect between the variables of

Perceived Ease of Use to Process of Purchase

Decision

According to the table 4.18, t-count table is 3,949

with probability 0,000. T-table with a significance level of

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 10,663 1,848 5,771 ,000

PEOU ,260 ,066 ,361 3,949 ,000

EWOM ,112 ,040 ,256 2,794 ,006


92

0,05 and a defree of freedom (df) for df = n-3 or 100-3 =

97 then the t-table is 1,66071. The result is a t-test (3,949)

> t-table (1,66071). It can be concluded, Ho is rejected and

Ha accepted. This means that a significant effect directly

between the variable Perceived Ease of Use to Process of

Purchase Decision.

These results are similar to previous studies

conducted by Yunita Fitri Wahyunitngtyas and Dyah Ayu

Widiastuti (2015) which states that Perceived Ease of Use

effect on Process of Purchase Decision

b) Testing the effect between Electronic-Word of Mouth to



Electronic-Word of Mouth to Process of Purchase

Decision



Decision

According to the table 4.18, t-count table is 2,794

with probability 0,000. T-table with a significance level of

0,05 and a degree of freedom (df) for df = n-3 or 100-3 =

97 then the t-table is 1,66071. The result is a t-test (2,794)

> t-table (1,66071). It can be concluded, Ho is rejected and

Ha accepted. This means that a significant effect directly

93

between the variable Electronic-Word of Mouth to Process

of Purchase Decision.

These results are similar to previous studies by

Cheng-Hao Chen, et.al, stating that e-wom affect process

of purchase decision.

Table 4.20

Structure I Equation t-Test

The Influence of Perceived Ease of Use and e-WOM

No Hypothesis Path analysis t-count t-table Result

1 ρx1y1 ≠ 0 ρx1y1 = 0,260 3,949 1,66071 Ha accepted



Based on the results in Table 4.19, the partial test


Process of Purchase Decision. Thus the equations of the

first structural path analysis are:

Y1 = ρx1y1 + ρx2y1

Y1 = 0,260X1 + 0,112X2

Figures residue obtained from 1- adjusted ¬R square that

is 1 – 0,372 = 0,628.

94

2) T-Test Eq Structure II

Table 4.21

Structure II t-Test Results

a) Testing the effect between Perceived Ease of Use to



Perceived Ease of Use to Repurchase Intention

Ha: There is a direct effect between the variables of Perceived

Ease of Use to Repurchase Intention

According to the table 4.20, t-count table is 6,358 with

probability 0,000. T-table with a significance level of 0,05 and

a degree of freedom (df) for df = n-4 or 100-4 = 96 then the t-

table is 1,66088. The result is a t-test (6,358) > t-table

(1,66088). It can be concluded, Ho is rejected and Ha accepted.

This means that a significant effect directly between the

variable Perceived Ease of Use to Repurchase Intention.

The results are similar to previous research by Selim

Aren, Mevludiye Guzel, Ebru Kabadayi and Lutfihak Alpkan

Coefficientsa


Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 1,136 1,196 ,949 ,345

PEOU ,252 ,040 ,430 6,358 ,000

EWOM ,105 ,023 ,293 4,485 ,000

POPD ,277 ,057 ,341 4,888 ,000


95

(2013) stated that the perceived ease of use of an online store is

directly related to enhance the intention to repurchase.

b) Testing the effect between Electronic-Word of Mouth to




Decision



Decision







variable Electronic-Word of Mouth to Repurchase Intention.

The results are similar to previous studies by Penjuree

and Penjiraa Kanthawongs, and Chaisak Chitcharoen (2015),

the electronic-word of mouth is one of the factors that

positively affected the repurchase intention.

c) Testing the effect between Process of Purchase Decision to


H₀: There is no direct effect between the variables of Process

96

of Purchase Decision to Repurchase Intention

Ha: There is a direct effect significantly between the variables

of Process of Purchase Decision to Repurchase Intention







variable Process of Purchase Decision to Repurchase Intention.

These results are similar to previous studies by Popo

Suryana and Sumar Dasuki that the Process of Purchase

Decision increase the rate of repurchase intention significantly

on statistical test.

Table 4.22

Structure II Equation t-Test

The Influence of Perceived Ease of Use, e-WOM and

Repurchase Intention No Hypothesis Path analysis t-count t-table Result



3 ρy1y2 ≠ 0 ρy1y2 = 0,277 4,888 1,66088 Ha accepted


Based on the results in Table 4.21, the partial test


Process of Purchase Decision significant effect on Repurchase

Intention. Thus the equation of the path analysis structure II

are:

97

Y2 = ρx1y2 + ρx2y2 + ρy1y2

Y2 = 0,252X1 + 0,105X2 + 0,277Y1

Figures residue obtained from 1- adjusted ¬R square that is 1

– 0,634 = 0,366.

4. Sobel Test

The sobel test is intended to test the significance of indirect

effect, by computing the t value of the exogenous variable

coefficients and the mediation variable, the t-value compared to the

t-table. If the value of t-count is greater than the value of t-table

then it can be concluded the influence of mediation. Sobel testing

conducted in this study is as follows:

a. Testing the effect between Perceived Ease of Use towards

Repurchase Intention through Process of Purchase Decision

H₀: There is no indirect effect between the variables of

Perceived Ease of Use towards Repurchase Intention

through Process of Purchase Decision

Ha: There is an indirect effect between the variables of

Perceived Ease of Use towards Repurchase Intention


The results of path analysis show that perceived ease of

use directly affects to repurchase intention and also directly

affects to process of purchase decision. To determine the

indirect effect of perceived ease of use on repurchase intention

98

through process of purchase decision can be tested with the

Sobel test as follows:

Calculate standard error from indirect effect of Coefficient

(Sx1y1)

Sx1y1 = √ y12sx1

2 + x1

2sy1

2 + sx1

2sy1

2

Where: x1 = 0,260

sx1 = 0,066

y1 = 0,277

sy1 = 0,057

Sx1y1 = √(0,260)2(0,066)

2 + (0,277)

2(0,057)

2 +

(0,066)2(0,057)

2

Sx1y1 = 0,023620134

Based on the results of Sx1y1, further calculate the t value

statistic influence of mediation with the following formula:

Multiplication of Coefficient (x1y1) = (0,260)(0,277) the result is

0.07202

t =

=

= 3,049093624955726

The calculation results obtained t-count value of

3.049093624955726 is greater than t-table with a significance

level of 0.05 that is equal to 1.66088. So it can be concluded that

there is significant effect indirectly between perceived ease of

use to repurchase intention through purchasing process of

purchase decision.

99

b. Testing the effect between Electronic-Word of Mouth towards

Repurchase Intention through Process of Purchase Decision

H₀: There is no indirect effect between the variables of

Electronic-Word of Mouth towards Repurchase Intention


Ha: There is an indirect effect between the variables of

Electronic-Word of Mouth towards Repurchase Intention


The results of path analysis show that perceived ease of

use directly affects to repurchase intention and also directly

affects to process of purchase decision. To determine the

indirect effect of electronic-word of mouth on repurchase

intention through the process of purchase decision can be tested

with the Sobel test as follows:

Calculate standard error from indirect effect of Coefficient

(Sx2y1)

Sx2y1 = √ y12sx2

2 + x2

2sy1

2 + sx2

2sy1

2

Where: x2 = 0,122

sx2 = 0,040

y1 = 0,277

sy1 = 0,057

Sx2y1 = √(0,122)2(0,040)

2 + (0,277)

2(0,057)

2 + (0,040)

2(0,057)

2

Sx2y1 = 0,016682485

100

Based on the results of Sx₂y1, further calculate the t value

statistic influence of mediation with the following formula:

Multiplication of Coefficient (x2y1) = (0,122)(0,277) the result is

0,033794

t =

=

= 2,025717391623610

The calculation results obtained t-count value of

2.025717391623610 is greater than t-table with a significance

level of 0.05 that is equal to 1.66088. It can be concluded that

there is significant effect indirectly between electronic-word of

mouth against repurchase intention through process of purchase

decision.

101

CHAPTER V

CONCLUSIONS AND SUGGESTIONS

A. Conclusion

Based on the analysis and discussion of data on respondents'

assessment of the effect of perceived ease of use, and electronic-word

of mouth toward process of purchase decision and its impact on

repurchase intention (case study on Bukalapak.com users on the

internet), it can be concluded,:

1. There is a direct effect between the variables of Perceived Ease of

Use to Process of Purchase Decision (case study on Bukalapak.com

users).

2. There is a direct effect between the variables of Electronic-Word of

Mouth to Process of Purchase Decision (case study on

Bukalapak.com users).

3. Based on the test results of the F variable Perceived Ease of Use

and Electronic-Word of Mouth had a significant effect

simultaneously to Process of Purchase Decision (case study on


4. There is a direct effect between the variables of Perceived Ease of

Use to Repurchase Intention (case study on Bukalapak.com users).

5. There is a direct effect between the variables of Electronic-Word of

Mouth to repurchase intention (case study on Bukalapak.com

users).

102

6. There is a partial influence between the variables of Process of

Purchase Decision to repurchase intention (case study on


7. Based on the test results of the F variable Perceived Ease of Use,

Electronic-Word of Mouth and Process of Purchase Decision had a

significant effect simultaneously to Repurchase Intention (case

study on Bukalapak.com users).

8. Based on the results of Sobel Test there is indirect effect between

Perceived Ease of Use to Repurchase Intention through Process of

Purchase Decision (case study on Bukalapak.com users).

9. Based on the results of Sobel Test there is indirect effect between

Electronic-Word of Mouth to Repurchase Intention through

Process of Purchase Decision (case study on Bukalapak.com users

on the internet).

10. The most dominant variable is the variable Perceived Ease of Use

where beta coefficient is the highest among other variables.

B. Suggestion

Based on the results of the analysis and conclusion above, then

there are some suggestions as follows:

1. For Bukalapak.com

a. Perceived Ease of Use

As an E-commerce sites, bukalapak.com must be easy

to use and operate to increase their users. Continuous

improvement of the Perceived Ease of Use is recommended

103

because repsondents who answered neutral and disagree with

the highest in one question, that are: 2) The menu arrangement

on the Bukalapak.com site and app services are easy to understand.

As the website, Bukalapak.com must create a good

website layout that can make visitors interest to use them.

But this is one of their problems, because many users feels

that their menu arrangement not easy to understand.

The improvement that needs to be done is to provide a

tutorial by using an AI (Artificial Intelligence) on that can

helps especially for new users, the AI can explain on the

tutorial phase about all features including all the menus,

features, how to use bukalapak.com, and even accompanying

users when they open bukalapak.com sites.

b. Electronic-Word of Mouth

Bukalapak.com must heavily pay attention at

comments, feedback of consumers or users, because it may

impact on what users choose rather using it or another e-

commerce sites. Continuous improvement of the Electronic-

Word of Mouth is recommended because still exist

repsondents who answered neutral and disagree with the

highest in one questions: 5) Many internet users recommend

the Bukalapak.com. Bukalapak.com already did strategies to

attract visitors of their website to use them as online trading

sites, i.e they already get free links or advertise their site on

104

other high-traffic websites such as YouTube, Facebook, etc.,

but still the problem is the lacks of their users recommend

them to other potential customers.

The improvement that needs to be done is

Bukalapak.com use the free word of mouth using viral

marketing, i.e after the users of bukalapak.com sell or buy via

Bukalapak.com, 1) showing the pop-up windows that make

the users take action such as share the Bukalapak.com links

to their social media, 2) showing the pop-up window to

give testimonial about the experience using Bukalapak.com

as a measure the level of satisfaction so that Bukalapak.com

will prompt free word of mouth exposure without any

extra cost or hassle and the users indirectly influence

others to use Bukalapak.com.

c. Process of Purchase Decision

Continuous improvement of the Process of Purchase

Decision is recommended because repsondents who

answered neutral and disagree with the highest one question,

that are: 2) I am looking for information about

Bukalapak.com through friends, family, internet and social

media before visiting there.

The improvement that needs to be done is

bukalapak.com should spread more information through

social media or create ads that easily make people interest to

105

searching more about them and be clear and accurate so that

consumers easily understand and get the information about

the product in bukalapak.com

d. Repurchase Intention

Repurchase is a thing that consumers do when they feel

what they want the place is met and consumers do not think

again to go back there again. It becomes an important thing

that must be considered by bukalapak.com. Continuous

improvement of the Repurchase Intention is recommended

because repsondents who answered neutral and disagree with

the highest one question: 3) I am more interested in using

Bukalapak.com compared to other online trading sites.

The improvement that needs to be done is Bukalapak

needs to add variety of products or sales services, such as

Electricity Token, Train Ticket, BPJS Contribution.

2. For the next researcher, it is necessary to do the research by

deepening or developing the research variables with the sample

and the larger population. This assessment is expected to find new

findings that can be useful for the development of science,

especially in the field of marketing management.

106

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https://apjii.or.id/content/read/39/27/PROFIL-PENGGUNA-INTERNET-

INDONESIA-2014

www.alexa.com

www.bukalapak.com



Attachment I: Kuesioner Penelitian

KUESIONER PENELITIAN

Pengaruh Persepsi Kemudahan Penggunaan dan Electronic-Word of Mouth Terhadap

Keputusan Pembelian serta Dampaknya pada Minat Membeli Ulang

(Studi Kasus pada Pengguna situs Bukalapak.com)

Dalam rangka menyelesaikan Program Strata Satu Fakultas Ekonomi dan Bisnis

Universitas Negeri Syarif Hidayatullah Jakarta, yang sedang menyusun skripsi sebagai syarat

memperoleh gelar Sarjana Ekonomi.

Nama : GhilmanZakiy

NIM : 1110081100007

Jurusan : Manajemen Internasional

Fakultas : Ekonomi dan Bisnis

Saya hendak melakukan penelitian dengan judul “Pengaruh Persepsi Kemudahan

Penggunaan dan Electronic-Word of Mouth Terhadap Keputusan Pembelian serta

Dampaknya pada Minat Membeli Ulang.” (Studi Kasus pada Pengguna Situs

Bukalapak.com di Ciledug). Untuk itu saya mohon bantuan Bapak/Ibu/Saudara/i agar sudi

kiranya mengisi angket ini. Mengingat mutu dan kualitas penelitian ini sangat tergantung

pada angket yang saudara/i isi, sehingga saya memohon agar Bapak/Ibu/Saudara/i mengisi

sejujurnya berdasarkan pengalaman yang saudara alami. Atas perhatian dan kerjasamanya

saya ucapkan terimakasih.

A. Petunjuk Pengisian Kuesioner

1. Isilah data diri anda sebelum melakukan pengisian kuesioner

2. Petunjuk Pengisian

Berikut ini keterangan alternatif pilihan jawaban yang tersedia, yaitu:

a. SS : Sangat Setuju

b. S : Setuju

c. N : Netral

d. TS : Tidak Setuju

e. STS : Sangat Tidak Setuju

Pilihlah salah satu jawaban yang menurut saudara paling tepat dengan member

tanda centang (√) pada setiap butir pernyataan.

B. Data Responden

1. Nama (boleh tidak diisi) :

2. JenisKelamin : a. Laki-laki

b. Perempuan

3. Usia : a. < 18 tahun d. 30-35 tahun

b. 18-23 tahun e. > 35 tahun

c. 24-29 tahun

4. Pekerjaan : a. Pelajar

b. Mahasiswa

c. PegawaiSwasta

d. PNS

e. Dan Lainnya: ………………………..

5. Penghasilan : a. < 1 juta

b. 1 – 3 juta

c. > 3 juta

Screening Question

1. Apakah Anda mengetahui situs Bukalapak.com?

a. Ya

b. Tidak (jika tidak, stop sampai disini)

2. Sudah berapa kali Anda menggunakan Bukalapak.com untuk membeli atau

menjual suatu produk?

a. < 3 Kali

b. 3 Kali

c. > 3 Kali

A. Persepsi Kemudahan Penggunaan

No Pernyataan STS TS N S SS

1 Cara penggunaan layanan situs

Bukalapak.com dan aplikasi Bukalapak.com

pada smartphone mudah dipelajari

2 Susunan menu pada layanan situs

Bukalapak.comdan aplikasinya pada

smartphone mudah dipahami

3 Dengan adanya aplikasi situs Bukalapak.com

pada smartphone, mudah untuk mengakses

situs Bukalapak.com dimanapun dan

kapanpun

4 Baik Fitur yang ada pada situs

Bukalapak.com maupun aplikasi

Bukalapak.com pada smartphone mudah

dimengerti

5 Menggunakanlayanan yang ada pada situs

Bukalapak.com dan aplikasinya pada

smartphone dapat mengerti penggunaan

teknologi dalam transaksi

6 Baik mengakses situs Bukalapak.com lewat

komputer maupun aplikasinya pada

smartphone, keduanya mudah digunakan

B. Electronic-Word of Mouth (e-WOM)


1 Saya sering mendapatkan informasi tentang

situs Bukalapak.com dari internet dan media

sosial

2 Saya berinteraksi dengan pengguna situs

Bukalapak.com lainnya melalui internet, situs

tersebut atau media sosial

3 Saya mendapatkan review yang bagus tentang

situs Bukalapak.com dari pengguna situs

tersebut dari internet atau media sosial

4 Saya banyak melihat komentar positif para

pengguna internet terhadap situs

Bukalapak.com melalui internet dan media

sosial

5 Banyak pengguna internet yang

merekomendasikan situs Bukalapak.com

6 Situs Bukalapak.com menyediakan informasi

berbagai produk dan layanan yang tersedia


tentang kualitas produk dan layanan yang

tersedia


tentang harga produk dan layanan yang

tersedia

C. Keputusan Pembelian


1 Saya berkunjung ke situs Bukalapak.com

karena adanya kebutuhan

2 Saya mendapatkan informasi tentang

Bukalapak.com sebelum memutuskan untuk

berkunjung kesana

3 Saya memutuskan berkunjung Ke

Bukalapak.com setelah membandingkannya

dengan situs jual beli online yang lain karena

percaya dengan pelayanannya

4 Saya yakin akan keputusan saya berkunjung

ke Bukalapak.com karena memberikan

informasi yang jelas akan suatu produk yang

ditawarkan

5 Saya akan berkunjung kembali ke

Bukalapak.com dan merekomendasikannya

kepada orang lain

D. Minat Membeli Ulang


1 Saya berencana menggunakan situs

Bukalapak.com lagi untuk menjual dan

membeli suatu produk

2 Saya memutuskan untuk merekomendasikan

kepada teman dan keluarga untuk

menggunakan situs Bukalapak.com sebagai

sarana untuk membeli atau menjual suatu

produk

3 Saya lebih tertarik menggunakan situs

Bukalapak.com dibandingkan dengan situs

jual beli online yang lain

4 Saya selalu mencari informasi mengenai situs

Bukalapak.com

Attachment II: Result of Output SPSS 21.0

A. Distirbution Answer of Respondents


5 5 5 5 5 5 30

3 2 3 3 4 3 18

4 4 4 4 4 4 24

4 4 4 3 4 4 23

4 4 4 3 3 3 21

5 5 5 5 3 3 26

3 3 4 4 3 3 20

4 4 4 4 4 4 24

5 5 5 3 4 4 26

3 4 3 4 3 2 19

4 4 4 4 4 4 24

5 5 5 5 5 5 30

5 5 5 5 5 5 30

4 4 4 4 4 4 24

4 4 4 4 4 4 24

5 5 5 4 4 4 27

5 5 5 5 5 5 30

4 4 4 5 5 4 26

4 4 4 4 4 4 24

5 5 4 5 4 4 27

4 4 4 4 4 4 24

4 4 5 5 5 5 28

4 4 4 4 4 4 24

5 5 4 4 5 5 28

5 4 5 5 4 4 27

3 2 4 4 4 3 20

5 5 5 5 4 4 28

4 4 4 5 5 5 27

4 4 4 5 4 4 25

5 5 5 5 5 5 30

5 5 4 4 5 5 28

4 2 3 3 4 3 19

4 4 4 4 4 4 24

4 4 4 3 4 4 23

4 2 4 3 3 3 19

3 2 4 3 3 3 18

3 3 4 4 3 3 20

4 4 4 4 4 4 24

5 5 5 3 4 4 26

3 4 3 4 3 2 19

4 4 4 5 4 4 25

5 5 5 5 5 5 30

5 5 5 5 5 5 30

4 4 4 4 4 4 24

4 5 5 4 4 4 26 4 4 4 4 4 4 24 5 5 5 5 5 4 29 5 5 5 5 5 5 30 5 5 5 5 5 4 29 4 4 4 4 4 4 24 5 5 5 5 5 4 29 4 4 4 4 4 4 24 4 4 4 4 4 4 24 4 4 4 4 4 4 24 4 4 4 4 4 5 25 4 2 4 4 4 4 22 4 4 4 4 4 4 24 5 5 5 4 4 4 27 5 4 4 4 4 4 25 4 4 4 5 5 5 27 5 5 5 5 5 5 30 4 5 5 5 5 3 27 4 4 4 4 4 5 25 4 5 5 5 4 4 27 5 5 4 4 4 4 26 4 3 5 5 5 5 27 5 5 4 4 4 4 26 4 5 5 5 5 4 28 5 4 4 4 4 5 26 4 4 4 5 5 4 26 4 4 5 5 5 5 28 4 5 5 5 5 5 29 5 5 5 4 4 4 27 4 4 5 5 5 5 28 5 5 4 4 4 4 26 5 5 5 4 4 4 27 5 5 5 5 5 5 30 4 4 4 4 4 4 24 4 4 4 4 5 5 26 5 2 5 4 5 5 26 4 4 5 5 5 5 28 5 5 5 5 5 4 29 4 5 5 5 4 4 27 4 4 5 5 5 5 28 4 4 4 4 4 4 24

4 5 5 5 5 5 29 5 5 5 5 4 4 28 4 2 3 3 4 4 20 4 3 5 5 5 5 27

5 4 3 5 5 4 26

5 5 3 5 5 4 27

4 5 2 4 4 5 24

4 5 4 4 4 5 26

5 3 2 4 4 5 23

5 3 4 4 4 5 25

5 4 3 4 4 4 24

4 4 2 4 5 4 23

5 5 3 4 3 4 24 4 5 4 4 3 4 24 4 4 4 3 4 3 22

Electronic-Word of Mouth

4 4 4 4 4 4 4 4 32

3 3 4 5 5 3 4 5 32

5 5 5 5 5 5 5 5 40

4 3 4 4 3 3 4 4 29

4 5 5 2 2 5 5 2 30

4 4 4 4 4 4 4 4 32

3 4 4 3 4 4 4 3 29

3 4 3 4 4 4 3 4 29

5 4 4 4 5 4 4 4 34

2 2 4 4 4 2 4 4 26

4 4 4 4 4 4 4 4 32

4 4 5 5 4 4 5 5 36

5 5 5 5 5 5 5 5 40

5 5 5 5 5 5 5 5 40

5 5 5 5 5 5 5 5 40

4 4 4 5 5 4 4 5 35

5 5 5 5 5 5 5 5 40

4 3 3 4 3 3 3 4 27

4 4 4 4 4 4 4 4 32

5 5 3 4 3 5 3 4 32

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

5 3 3 4 4 3 3 4 29

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

5 5 5 5 5 5 5 5 40

4 5 5 4 4 5 5 4 36

4 4 4 4 4 4 4 4 32

5 5 5 5 5 5 5 5 40

4 4 4 4 4 4 4 4 32

3 3 4 5 5 3 4 5 32

4 4 4 4 4 4 4 4 32

4 3 4 4 3 3 4 4 29

4 5 5 2 2 5 5 2 30

4 3 4 3 2 3 4 3 26

3 4 4 3 4 4 4 3 29

3 4 3 2 2 4 3 2 23

5 2 3 2 5 2 3 2 24

3 3 4 4 4 3 4 4 29

4 4 4 4 4 4 4 4 32

4 4 5 5 4 4 5 5 36

5 5 5 5 5 5 5 5 40

5 5 5 5 5 5 5 5 40

5 5 5 5 5 5 5 5 40

4 4 4 5 5 4 4 5 35

5 5 5 5 5 5 5 5 40

4 3 3 4 3 3 3 4 27

4 4 4 4 4 4 4 4 32

5 5 3 4 3 5 3 4 32

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

5 3 3 4 4 3 3 4 29

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

2 2 3 3 3 2 3 3 21

4 5 5 2 2 5 5 2 30

4 4 4 4 4 4 4 4 32

5 5 5 5 5 5 5 5 40

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

4 5 4 5 4 5 4 5 36

5 5 5 5 5 5 5 5 40

5 5 3 2 2 5 3 2 27

5 4 4 4 5 4 4 4 34

3 2 3 2 3 2 3 2 20

3 4 4 4 2 4 4 4 29

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

4 5 5 5 4 5 5 5 38

5 4 4 4 4 4 4 4 33

5 5 5 5 5 5 5 5 40

5 4 4 4 4 4 4 4 33

5 5 3 4 4 5 3 4 33

4 4 3 3 4 4 3 3 28

4 5 5 4 4 5 5 4 36

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

4 5 5 4 5 5 5 4 37

2 2 2 3 3 2 2 3 19

3 3 3 4 4 3 3 4 27

3 3 2 3 3 3 2 3 22

3 4 4 5 5 4 4 5 34

5 5 5 5 5 5 5 5 40

5 5 5 5 5 5 5 5 40

5 4 5 5 4 4 5 5 37

4 4 4 4 4 4 4 4 32

4 4 4 4 4 4 4 4 32

3 3 3 5 4 3 3 5 29

3 4 4 3 3 4 4 3 28

5 5 5 5 5 5 5 5 40

5 5 5 5 5 5 5 5 40

5 4 4 5 4 4 4 5 35

5 5 4 4 4 5 4 4 35

4 4 4 4 4 4 4 4 32

4 3 3 4 3 3 3 4 27

4 4 4 4 4 4 4 4 32

4 3 3 3 3 3 3 3 25


5 5 5 5 5 25

3 3 3 3 4 16

4 4 4 4 4 20

4 4 4 3 3 18

4 4 4 3 3 18

5 5 5 5 5 25

3 3 4 4 4 18

4 4 4 4 4 20

4 4 4 3 4 19

3 4 3 4 3 17

4 4 4 4 4 20

5 4 5 4 4 22

5 5 5 5 5 25

4 4 4 4 4 20

4 4 4 4 4 20

5 5 5 4 4 23

5 5 5 5 5 25

4 4 4 5 5 22

4 4 4 4 4 20

5 5 4 5 5 24

4 4 4 4 4 20

4 4 5 5 4 22

4 4 4 5 4 21

3 4 3 4 4 18

4 4 4 4 3 19

4 4 4 4 4 20

4 5 5 5 4 23

4 4 4 5 5 22

4 4 4 3 4 19

5 5 5 5 5 25

5 5 4 4 5 23

4 5 4 4 4 21

4 3 3 4 3 17

5 5 4 5 4 23

4 4 4 3 4 19

5 4 4 5 5 23

3 3 4 4 4 18

4 3 3 4 3 17

5 5 5 3 3 21

4 4 4 4 4 20

4 4 4 5 4 21

4 5 5 4 4 22

5 5 5 5 4 24

4 4 4 4 4 20

3 4 5 4 4 20

5 5 5 4 4 23

5 5 5 5 5 25

5 4 4 5 5 23

4 4 5 4 5 22

5 5 4 5 5 24

4 4 4 4 4 20

4 4 5 5 4 22

5 4 4 5 4 22

5 5 4 5 4 23

5 4 5 5 5 24

5 5 4 4 5 23

3 3 4 3 3 16

4 4 4 5 5 22

4 4 4 5 5 22

5 5 5 5 5 25

4 4 4 5 4 21

5 5 5 4 3 22

5 5 4 5 4 23

4 4 4 4 5 21

4 5 4 4 5 22

5 5 4 4 4 22

4 4 4 2 4 18

4 4 4 5 4 21

4 4 3 4 5 20

5 5 5 4 5 24

5 4 3 5 5 22

4 5 4 4 4 21

5 4 4 4 4 21

5 4 4 5 5 23

4 4 4 5 4 21

4 4 4 4 4 20

4 3 4 4 3 18

4 5 4 3 4 20

4 5 4 3 5 21

5 5 4 3 5 22

4 4 4 4 5 21

5 3 4 4 5 21

5 3 4 4 3 19

4 4 3 4 3 18

4 4 3 3 3 17

4 4 3 5 4 20

5 4 4 4 4 21

5 3 4 5 3 20

4 4 4 5 4 21

4 4 5 5 4 22

4 3 5 5 4 21

5 3 5 5 4 22

5 2 4 4 5 20

5 4 4 4 5 22

3 2 4 4 5 18

3 4 4 4 5 20

4 3 4 4 4 19

4 2 4 5 4 19

5 3 4 3 4 19

5 4 4 3 4 20


5 5 4 5 19

2 4 3 3 12

4 4 5 4 17

4 5 3 4 16

4 5 5 4 18

5 5 4 5 19

3 4 4 3 14

4 4 4 4 16

5 5 4 4 18

4 5 2 4 15

4 4 4 4 16

5 5 4 4 18

5 5 5 5 20

4 4 5 4 17

4 4 5 4 17

5 4 4 5 18

5 5 5 5 20

4 5 3 4 16

4 4 4 4 16

5 5 5 5 20

4 4 4 4 16

4 4 4 4 16

4 4 4 4 16

5 4 3 4 16

4 4 4 4 16

2 4 4 4 14

5 4 5 5 19

4 5 5 4 18

4 4 4 4 16

5 5 5 5 20

5 5 4 5 19

2 4 3 5 14

4 4 4 3 15

4 4 3 5 16

2 4 5 4 15

2 5 3 4 14

3 3 4 3 13

4 4 4 3 15

5 5 2 5 17

4 4 3 4 15

4 4 4 4 16

5 5 4 5 19

5 5 5 5 20

4 4 5 4 17

5 4 5 4 18

4 5 4 5 18

5 5 5 5 20

5 5 3 4 17

5 4 4 4 17

4 5 5 5 19

5 4 4 4 17

4 4 4 4 16

4 4 4 4 16

4 4 3 5 16

4 4 4 4 16

2 5 4 5 16

4 5 2 3 14

5 5 5 4 19

4 4 4 4 16

4 5 5 5 19

5 4 4 4 17

5 4 4 5 18

4 4 5 5 18

5 5 5 4 19

5 4 5 5 19

3 5 4 5 17

5 4 2 4 15

5 5 4 4 18

4 4 4 4 16

4 4 4 5 17

4 4 5 4 17

5 5 4 5 19

5 4 5 4 18

4 5 4 4 17

5 5 5 4 19

5 5 4 4 18

5 4 5 3 17

4 5 4 5 18

4 4 4 5 17

2 4 4 5 15

4 5 5 4 18

5 4 2 3 14

5 4 3 3 15

4 4 3 4 15

4 4 4 4 16

5 5 5 4 19

5 4 5 4 18

2 4 4 3 13

3 5 4 4 16

4 4 4 4 16

5 4 3 3 15

5 5 4 3 17

5 5 5 2 17

3 5 5 4 17

3 5 4 2 14

4 4 5 4 17

4 4 4 3 15

5 5 3 2 15

5 4 4 3 16

4 5 3 4 16

B. SPSS Output

Reliability Data


Reliability Statistics

Cronbach's

Alpha

N of Items

,888 6

Electronic-Word of Mouth


Cronbach's

Alpha

N of Items

,885 8



Cronbach's

Alpha

N of Items

,887 5



Cronbach's

Alpha

N of Items

,703 4



N Minimum Maximum Mean Std. Deviation

PEOU 100 18,00 30,00 25,4700 3,01329

EWOM 100 19,00 40,00 32,5000 4,92674

POPD 100 16,00 25,00 20,9400 2,16874

RP 100 12,00 20,00 16,7600 1,76452

Valid N (listwise) 100

Correlation Coefficient Test

Correlations

PEOU EWOM POPD RP

PEOU

Pearson Correlation 1 ,261** ,428

** ,652

**

Sig. (2-tailed) ,009 ,000 ,000

N 100 100 100 100

EWOM

Pearson Correlation ,261** 1 ,350

** ,524

**

Sig. (2-tailed) ,009 ,000 ,000

N 100 100 100 100

POPD

Pearson Correlation ,428** ,350

** 1 ,627

**

Sig. (2-tailed) ,000 ,000 ,000

N 100 100 100 100

RP

Pearson Correlation ,652** ,524

** ,627

** 1

Sig. (2-tailed) ,000 ,000 ,000

N 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Correlation Coefficient Structure I

Model Summary


Square

Std. Error of the

Estimate

1 ,494a ,244 ,228 1,90511

a. Predictors: (Constant), EWOM, PEOU

Correlation Coefficient Structure II

Model Summary


Square

Std. Error of the

Estimate

1 ,805a ,647 ,636 1,06398

a. Predictors: (Constant), POPD, EWOM, PEOU

Variant Analysis of Structure I

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 113,582 2 56,791 15,647 ,000b

Residual 352,058 97 3,629

Total 465,640 99


b. Predictors: (Constant), EWOM, PEOU

Variant Analysis of Sturcture II

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 199,562 3 66,521 58,761 ,000b

Residual 108,678 96 1,132

Total 308,240 99


b. Predictors: (Constant), POPD, EWOM, PEOU

Result t-Test Structure I

Coefficientsa


Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 10,663 1,848 5,771 ,000

PEOU ,260 ,066 ,361 3,949 ,000

EWOM ,112 ,040 ,256 2,794 ,006


Result t-Test Structure II

Coefficientsa


Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 1,136 1,196 ,949 ,345

PEOU ,252 ,040 ,430 6,358 ,000

EWOM ,105 ,023 ,293 4,485 ,000

POPD ,277 ,057 ,341 4,888 ,000


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