Analisis Faktor-faktor Yang Mendorong Shopping Cart Abandonment

Muhammad Fadhil Mughni Gustaman, Citra Kusuma Dewi

Abstract

ABSTRAK Pemerintah Indonesia memiliki target bahwa jumlah transaki e-commerce di Indonesia di harapkan bisa mencapai hingga 50% per tahun, Oleh karena itu Presiden Indonesia menetapkan visi untuk menjadikan Indonesia menjadi negara dengan perekonomian terbesar di Asia Tenggara. Shopping cart abandonment adalah proses konsumen yang meninggalkan keranjang belanja online dan tidak melanjutkan tahap pembayaran terkait dengan berbelanja online. Shopping cart abandonment berpotensi akan menyebabkan penurunan transaksi e-commerce seperti yang di targetkan oleh pemerintah. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mendorong shopping cart abandonment yang terdiri dari emotional ambivalence, transaction inconvenience, hesitation at chekout, perceived risk, payment intention dan perceived cost . Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan jenis kausal deskriptif. Teknik sampling pada penelitian ini adalah purposive sampling yang merupakan bagian dari non probability. Responden dari penelitian ini adalah konsumen yang pernah melakukan shopping cart abandonment yang berdomisili di Pulau Jawa sebanyak 200 responden. Penelitian ini menggunakan teknik analisis data Principal component analysis. Hasil dari penelitian ini adalah terdapat 6 komponen baru dari 23 item pertanyaan yang mendorong shopping cart abandonment, diantaranya faktor pertamanya adalah emotional ambivalence, transaction inconvenience, hesitation at chekout, perceived risk, payment intention dan perceived cost. Kata Kunci : Shopping cart abandonment, Emotional ambivalence, Hesitation at checkout, Transaction inconvenience, Perceived risk, Perceived cost, Payment intention Abstract The Indonesian government has a target that the number of e-commerce transactions in Indonesia is expected to reach up to 50% per year. Therefore the President of Indonesia set a vision to make Indonesia the largest economy in Southeast Asia. Shopping cart abandonment are the process of consumers who leave the shopping cart online and do not continue the payment phase associated with shopping online. Shopping cart abandonment will potentially cause a decrease in e-commerce transactions as targeted by the government. This study aims to determine the factors that encourage Shopping cart abandonment that consist of emotional ambivalence, transaction inconvenience, hesitation at chekout, perceived risk, payment intention and perceived cost. The research method used in this study is a quantitative method with a descriptive causal type. The sampling technique in this study was purposive sampling which is part of non probability. Respondents from this study were consumers who had abandoned shopping carts domiciled in Java as many as 200 respondents. This study uses data analysis techniques Principal component analysis. The result of this study is that there are 6 new components out of the 23 question items that encourage shopping cart abandonment including the first factor is emotional ambivalence, transaction inconvenience, hesitation at chekout, perceived risk, payment intention dan perceived cost. Keywords: Shopping cart abandonment, Emotional ambivalence, Hesitation at checkout, Transaction inconvenience, Perceived risk, Perceived cost, Payment intention Keywords: Shopping cart abandonment, Emotional ambivalence, Hesitation at checkout, Transaction inconvenience, Perceived risk, Perceived cost, Payment intention

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