Faktor-Faktor yang Memengaruhi Niat Pembelian Ulang di Lokapasar: Studi Kasus Keterlibatan Konsumen Sebagai Mediasi pada Mahasiswa Manajemen Universitas Ahmad Dahlan

Ivan Nurrasyid Shidiq, Aftoni Sutanto, Adelia Dwi Nurisaputri

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Dengan didasarkan pada kerangka kerja Stimulus-Organism-Response (S-O-R), penelitian ini mengkaji perilaku belanja mahasiswa melalui bagaimana informativitas konten, kualitas layanan, daya tarik dalam aplikasi, dan promosi dari mulut ke mulut bertindak sebagai stimulus eksternal yang memengaruhi keterlibatan pelanggan (organism) dan kemauan untuk berbelanja kembali (response). Dengan menggunakan pendekatan cross-sectional convenience sampling, data empiris dikumpulkan dari 277 mahasiswa melalui kuesioner yang disebarkan di kelas dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa atribut yang berpusat pada aplikasi (informativitas konten, kualitas layanan, dan daya tarik dalam aplikasi) tidak menstimulasi keterlibatan pelanggan secara signifikan pada demografi ini. Sementara itu, promosi dari mulut ke mulut yang utamanya didorong oleh teman sebaya memberikan pengaruh positif yang signifikan terhadap keterlibatan pelanggan, yang kemudian memediasi dalam mendorong kemauan untuk berbelanja kembali. Temuan ini menunjukkan bahwa pengembang lokapasar yang menargetkan segmen konsumen ini harus mempertimbangkan untuk mengalihkan fokusnya dari tampilan dan informasi ke alat komunikasi yang berpusat pada komunitas dan interaksi antar pengguna. Secara teoritis, penelitian ini berkontribusi untuk memperkaya literatur mengenai perilaku konsumen yang sudah ada melalui temuan tentang batasan antara mekanisme keterlibatan pelanggan yang didorong oleh teknologi dengan yang didorong oleh faktor sosial.

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DOI: https://doi.org/10.37531/mirai.v11i2.12558

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