PENGARUH MOTIVASI KONSUMEN DAN RISIKO PRODUK TERHADAP MINAT BELI ULANG (REPURCHASE INTENTION) PAKAIAN PRELOVED DI SHOPEE (Survei pada Mahasiswa Angkatan 2021, Program Studi Administrasi Bisnis Universitas Wanita Internasional)
DOI:
https://doi.org/10.61722/jrme.v3i1.8601Keywords:
Kata kunci: motivasi konsumen;risiko produk; minat beli ulang;Abstract
Abstract
This study aims to analyze the effect of consumer motivation and product risk on repurchase intention of preloved clothing on the Shopee platform. The growing interest in preloved clothing reflects the trend of sustainable consumption and the demand for affordable fashion alternatives, particularly among university students. However, the second-hand nature of preloved products creates certain perceived risks that may influence consumers’ decisions to repurchase.
This research adopts a quantitative approach using a survey method. The population consists of students of the 2021 cohort of the Business Administration Study Program at International Women’s University who have purchased preloved clothing on Shopee. A saturated sampling technique was employed, and data were collected through questionnaires. Multiple linear regression analysis was used to examine the influence of consumer motivation and product risk on repurchase intention.
The results indicate that consumer motivation has a positive and significant effect on repurchase intention of preloved clothing on Shopee. Conversely, product risk has a negative and significant effect on repurchase intention. Simultaneously, consumer motivation and product risk significantly influence repurchase intention. These findings suggest that higher consumer motivation and lower perceived product risk increase the likelihood of consumers making repeat purchases.
This study is expected to contribute theoretically to consumer behavior research in the context of e-commerce and sustainable consumption, as well as provide practical insights for sellers and marketplace platforms in developing marketing strategies and managing perceived risks of preloved product.
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Keywords: consumer motivation; product risk; repurchase intention;
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh motivasi konsumen dan risiko produk terhadap minat beli ulang (repurchase intention) pakaian preloved di platform Shopee. Fenomena meningkatnya minat konsumen terhadap pakaian preloved sejalan dengan tren konsumsi berkelanjutan dan kebutuhan akan alternatif produk fashion yang ekonomis, khususnya di kalangan mahasiswa. Namun demikian, karakteristik produk preloved yang bersifat bekas pakai menimbulkan persepsi risiko tertentu yang dapat memengaruhi keputusan pembelian ulang.
Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah mahasiswa Program Studi Administrasi Bisnis Universitas Wanita Internasional angkatan 2021 yang pernah melakukan pembelian pakaian preloved di Shopee. Teknik pengambilan sampel menggunakan sampling jenuh dengan pengumpulan data melalui kuesioner. Data dianalisis menggunakan analisis regresi linier berganda untuk menguji pengaruh motivasi konsumen dan risiko produk terhadap minat beli ulang.
Hasil penelitian menunjukkan bahwa motivasi konsumen berpengaruh positif dan signifikan terhadap minat beli ulang pakaian preloved di Shopee. Sementara itu, risiko produk berpengaruh negatif dan signifikan terhadap minat beli ulang. Secara simultan, motivasi konsumen dan risiko produk berpengaruh signifikan terhadap minat beli ulang pakaian preloved di Shopee. Temuan ini menunjukkan bahwa semakin tinggi motivasi konsumen dan semakin rendah persepsi risiko produk, maka semakin besar kecenderungan konsumen untuk melakukan pembelian ulang.
Penelitian ini diharapkan dapat memberikan kontribusi teoretis dalam pengembangan kajian perilaku konsumen pada konteks e-commerce dan konsumsi berkelanjutan, serta memberikan implikasi praktis bagi penjual dan platform marketplace dalam meningkatkan strategi pemasaran dan pengelolaan risiko produk preloved.
Kata kunci: motivasi konsumen;risiko produk; minat beli ulang;
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