Pengaruh Harga Produk Dan Fitur Ramah Pengguna Terhadap Niat Beli Ulang Yang Dimediasi Influencer Sosial Media
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Persaingan e-commerce yang semakin ketat menuntut Shopee untuk mempertahankan niat beli ulang konsumen. Penelitian ini bertujuan menganalisis pengaruh harga produk dan fitur ramah pengguna terhadap niat beli ulang, serta peran influencer media sosial sebagai variabel mediasi pada pengguna Shopee di Kota Bekasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 160 pengguna aktif Shopee melalui kuesioner berskala Likert 4 poin dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa harga produk tidak berpengaruh signifikan terhadap niat beli ulang. Sebaliknya, fitur ramah pengguna berpengaruh positif dan signifikan terhadap niat beli ulang. Selain itu, harga produk dan fitur ramah pengguna berpengaruh positif dan signifikan terhadap influencer media sosial. Influencer media sosial juga terbukti berpengaruh positif dan signifikan terhadap niat beli ulang. Pengujian mediasi menunjukkan bahwa influencer media sosial mampu memediasi secara signifikan pengaruh harga produk dan fitur ramah pengguna terhadap niat beli ulang. Temuan ini menegaskan bahwa kemudahan penggunaan aplikasi serta peran influencer lebih menentukan dalam meningkatkan niat beli ulang dibandingkan pertimbangan harga semata.
Kata Kunci: harga produk, fitur ramah pengguna, influencer media sosial, niat beli ulang
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DOI: https://doi.org/10.37531/yume.v9i2.12104
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