The Influence of Perceived Risk and Loyalty on Purchase Intention of Fashion Products Based on the Theory of Perceived Risk
Abstract
Penelitian ini betujuan untuk menganalisis pengaruh financial risk dan privacy risk terhadap loyalty konsumen untuk membeli produk fashion secara online melalui e-commerce yang dipengaruhi oleh perceived satisfaction dan purchase intention. Teori pada penelitian ini menggunakan Theory of Perceived Risk (TPR) dengan loyalty sebagai novelti untuk menggambarkan faktor yang dapat mempengaruhi keputusan konsumen untuk membeli produk fashion secara online. Gap pada penelitian ini adalah satisfaction yang mana terdapat perbedaan hasil dalam penelitian terdahulu. Penelitian ini menggunakan variabel financial risk, privacy risk, perceived satisfaction, purchase intention, dan loyalty yang akan diteliti untuk mengetahui pengaruhnya pada pembelian produk fashion secara online melalui e-commerce. Populasi mengarah kepada pengguna e-commerce yang berusia mulai dari 15 tahun dan tinggal di Pulau Jawa. Penulis menggunakan metode kuantitatif melalui penyebaran kuesioner melalui google form dan terkumpul sebanyak 248 responden. Data yang diperoleh diolah menggunakan Structural Equation Model (SEM) dengan aplikasi AMOS 24. Temuan penelitian ini menunjukkan hasil bahwa 3 hipotesis terdukung dan 1 hipotesis tidak terdukung yang ditunjukkan pada privacy risk berdampak positif signifikan terhadap perceived satisfaction.
Keywords: Financial Risk, Privacy Risk, Perceived Satisfaction, Purchase Intention, Loyalty
References
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Cheng, Y., and H. Jiang. 2020. How Do AI-driven Chatbots Impact User Experience? Examining Gratifications, Perceived Privacy Risk, Satisfaction, Loyalty, and Continued Use. Journal of Broadcasting and Electronic Media 64 (4): 592–614.
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Choi, D., C. Y. Chung, and J. Young. 2019. Sustainable Online Shopping Logistics for Customer Satisfaction and Repeat Purchasing Behavior: Evidence From China. Sustainability (Switzerland) 11 (20).
Cox, D. F., and S. U. Rich. 1964. Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping. Journal of Marketing Research 1 (4): 32.
Creswell, W. J., and J. D. Creswell. 2018. Research Design: Qualitative, Quantitative adn Mixed Methods Approaches. Journal of Chemical Information and Modeling. Fifth. Vol. 53. Los Angeles: SAGE Publications.
Escobar-Rodríguez, T., and R. Bonsón-Fernández. 2017. Analyzing Online Purchase Intention in Spain: Fashion E-commerce. Information Systems and e-Business Management 15 (3): 599–622.
Gan, C., and W. Wang. 2017. The Influence of Perceived Value on Purchase Intention in Social Commerce Context. Internet Research 27 (4): 772–785.
Gazzola, P., E. Pavione, R. Pezzetti, and D. Grechi. 2020. Trends in The Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach. Sustainability (Switzerland) 12 (7): 1–19.
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Hair, J. F., R. E. Anderson, R. L. Tatham, and W. C. Black. 2019. Multivariate Data Analysis, Multivariate Data Analysis. Book. Vol. 87.
Hasan, M. K., A. R. Ismail, and M. F. Islam. 2017. Tourist Risk Perceptions and Revisit Intention: A Critical Review of Literature. Cogent Business and Management 4 (1).
Hasan, M., and M. S. Sohail. 2020. The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing 0 (0): 1–18.
Ho, K. K. W., E. W. K. See-to, D. K. W. Chiu, K. K. W. Ho, E. W. K. See-to, and D. K. W. Chiu. 2020. “ Price Tag ” of Risk of Using E-Payment Service “ Price Tag ” of Risk of Using E-Payment Service. Journal of Internet Commerce 0 (0): 1–22.
Hossain, M. S., X. Zhou, and M. F. Rahman. 2018. Examining The Impact of QR Codes on Purchase Intention and Customer Satisfaction on The Basis of Perceived Flow. International Journal of Engineering Business Management 10: 1–11.
Imelda, and Rekan. 2019. Generasi milenial dalam industri 4.0: Berkah Bagi Sumber Daya Manusia Indonesia Atau Ancaman? Deloitte Indonesia Perspective (edisi pertama): 25–36.
Johan, K., W. Samantha, M. J. Tandean, and S. O. Sihombing. 2020. The Relationships Between Web Design , Reliability , Privacy , Service Quality , and Purchase Intention of Customers at E-commerce Business : An Empirical Study. Jurnal Manajemen Teknologi 19 (1): 17–36.
Jufrizen, J., R. Daulay, M. Sari, and M. I. Nasution. 2020. Model Empiris Peningkatan Kepuasan dan Niat Beli Konsumen Dalam Pemilihan Online Shop Instagram. Mix: Jurnal Ilmiah Manajamen 10 (2): 249.
Kalinić, Z., Marinković, V., Djordjevic, A. and Liebana-Cabanillas, F. (2020), "What drives customer satisfaction and word of mouth in mobile commerce services? A UTAUT2-based analytical approach", Journal of Enterprise Information Management, 33 (1): 71-94.
Khatoon, S., X. Zhengliang, and H. Hussain. 2020. The Mediating Effect of Customer Satisfaction on the Relationship Between Electronic Banking Service Quality and Customer Purchase Intention: Evidence From the Qatar Banking Sector. SAGE Open 10 (2).
Kim, S. S. 2020. Purchase Intention in the Online Open Market : Do Concerns for E-Commerce Really Matter ? Sustainability (Switzerland) 12 (3).
Lee, K. F., A. Haque, S. Maulan, and K. Abdullah. 2019. Determining Intention to buy air e-tickets in Malaysia. Management Science Letters 9 (6): 933–944.
Malazizi, N., H. Alipour, and H. Olya. 2018. Risk perceptions of Airbnb Hosts: Evidence From a Mediterranean Island. Sustainability (Switzerland) 10 (5): 2–3.
Moon, Y., and D. J. Armstrong. 2020. Service Quality Factors Affecting Customer Attitudes in Online to Offline Commerce. Information Systems and e-Business Management. Vol. 18. Springer Berlin Heidelberg.
Nair, B. U. 2021. Online Review as a Moderator in The Association Between Risk and Purchase Intention in Online Shopping. Journal of Tianjin University Science and Technology 54 (10): 656–669.
Pei, X., J. Guo, T. Wu, W. Zhou, and S. Yeh. 2020. Sustainability Does The Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage ? A Comparative Study of Different Shopping Situations. Sustainability (Switzerland) 12 (18): 1–19.
Prahiawan, W., M. Fahlevi, J. Juliana, J. Tampil, and S. Apri-. 2022 The Role of E-satisfaction , E-word of Mouth and E-trust on Repurchase Intention of Online Shop. International Journal of Data and Network Science 5 (4): 593–600.
Rosmayani, and A. Mardhatillah. 2020. Model of Intention to Behave in Online Product Purchase for Muslim Fashion in Pekanbaru, Indonesia. Journal of Islamic Marketing 11 (6): 1419–1441.
Ruspendi, I. W., H. M. Muhdar, and A. Firmansyah. 2022. Consumer Loyalty of Indonesia E-commerce SMEs : The Role of Social Media Marketing and Customer Satisfaction. International Journal of Data and Network Science 6: 383–390.
Sanny, L., T. D. Julianto, S. Savionus, and B. W. bin Y. Kelena. 2022. Purchase Intention in The Fashion Industry on Local and International E-commerce in Indonesia. International Journal of Asian Business and Information Management 13 (2): 1–12.
Sudari, S. A., A. K. Tarofder, A. Khatibi, and J. Tham. 2019. Retracted: Measuring the Critical Effect of Marketing Mix on Customer Loyalty Through Customer Satisfaction in Food and Beverage Products. Management Science Letters 9 (9): 1385–1396.
Tanadi, T., B. Samadi, and B. Gharleghi. 2015. The Impact of Perceived Risks and Perceived Benefits to Improve an Online Intention Among Generation Y in Malaysia. Asian Social Science 11 (26): 226–238.
THAM, K. W., O. DASTANE, Z. JOHARI, and N. B. ISMAIL. 2019. Perceived Risk Factors Affecting Consumers’ Online Shopping Behaviour. The Journal of Asian Finance, Economics and Business 6 (4): 246–260.
Tran, V. D. 2020. The Relationship Among Product Risk, Perceived Satisfaction and Purchase Intentions for Online Shopping. Journal of Asian Finance, Economics and Business 7 (6): 221–231.
Wang, W., X. Guan, S. Jin, X. Wang, X. Qin, N. Lu, G. Zhu, and D. Li. 2022. Social Network and Villagers’ Willingness to Adopt Residential Rooftop PV Products: A Multiple Mediating Model Based on TAM/PR Theory. Frontiers in Environmental Science 10 (September): 1–18.
Yuanita, A. D., and E. G. Marsasi. 2022. The Effect of Brand Attachment, Brand Experience, and Self-image Congruence on The Purchase Intention of Luxury Brand. Jurnal Ekonomi Bisnis dan Kewirausahaan 11 (3): 292.
Zarif Sagheb, M., B. Ghasemi, and S. K. Nourbakhsh. 2020. Factors Affecting Purchase Intention of Foreign Food Products: An Empirical Study in The Iranian context. British Food Journal 122 (5): 1485–1504.
Zhou, M., L. Zhao, N. Kong, K. S. Campy, G. Xu, G. Zhu, X. Cao, and S. Wang. 2020. Understanding Consumers’ Behavior to Adopt Self-service Parcel Services for Last-mile Delivery. Journal of Retailing and Consumer Services 52 (569).
Zhou, T. 2020. The Effect of Information Privacy Concern on Users’ Social Shopping Intention. Online Information Review 44 (5): 1119–1133.
Amed, I., and A. Berg. 2018. The State of Fashion 2019: An ‘Urgent Awakening’ for the Industry | Intelligence | BoF. McKinsey: 102.
Amirtha, R., V. J. Sivakumar, and Y. Hwang. 2021. Influence of Perceived Risk Dimensions on e-Shopping Behavioural Intention among Women — A Family Life Cycle Stage Perspective. Journal of Theoretical and Applied Electronic Commerce Research 16 (3): 320–355.
APJI. 2022. Profil Internet Indonesia 2022. Apji.or.Od (June).
Aufa Nadya, N. 2020. Effect of Experiential Marketing on Customer Loyalty: the Role of Customer Satisfaction As a Mediator. Journal of Business Studies and Mangement Review 4 (1): 27–33.
Baijal, A., A. Cannarsi, F. Hoppe, W. Chang, S. Davis, and R. Sipahimalani. 2021. e-Conomy SEA 2021 : The Digital Decade: Southeast Asia’s Internet Economy Resurgence is Fueling Growth Across The Region.: 1–128.
Bilal, M., Z. Jianqiu, S. Dukhaykh, M. Fan, and A. Trunk. 2021. Understanding The Effects of eWOM Antecedents on Online Purchase Intention in China. Informartion (Switzerland) 12 (5): 1–15.
Buhalis, D., E. Parra López, and J. A. Martinez-Gonzalez. 2020. Influence of Young Consumers’ External and Internal Variables on Their E-loyalty to Tourism Sites. Journal of Destination Marketing and Management 15 (January): 100409.
Cao, Y., H. Ajjan, and P. Hong. 2018. Post-purchase Shipping and Customer Service Experiences in Online Shopping and Their Impact on Customer Satisfaction: An Empirical Study with Comparison. Asia Pacific Journal of Marketing and Logistics 30 (2): 400–416.
Cheng, Y., and H. Jiang. 2020. How Do AI-driven Chatbots Impact User Experience? Examining Gratifications, Perceived Privacy Risk, Satisfaction, Loyalty, and Continued Use. Journal of Broadcasting and Electronic Media 64 (4): 592–614.
Cheng, Y., S. Mei, W. Zhong, and X. Gao. 2021. Managing consumer privacy risk : The effects of privacy breach insurance. Electronic Commerce Research. Springer US.
Choi, D., C. Y. Chung, and J. Young. 2019. Sustainable Online Shopping Logistics for Customer Satisfaction and Repeat Purchasing Behavior: Evidence From China. Sustainability (Switzerland) 11 (20).
Cox, D. F., and S. U. Rich. 1964. Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping. Journal of Marketing Research 1 (4): 32.
Creswell, W. J., and J. D. Creswell. 2018. Research Design: Qualitative, Quantitative adn Mixed Methods Approaches. Journal of Chemical Information and Modeling. Fifth. Vol. 53. Los Angeles: SAGE Publications.
Escobar-Rodríguez, T., and R. Bonsón-Fernández. 2017. Analyzing Online Purchase Intention in Spain: Fashion E-commerce. Information Systems and e-Business Management 15 (3): 599–622.
Gan, C., and W. Wang. 2017. The Influence of Perceived Value on Purchase Intention in Social Commerce Context. Internet Research 27 (4): 772–785.
Gazzola, P., E. Pavione, R. Pezzetti, and D. Grechi. 2020. Trends in The Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach. Sustainability (Switzerland) 12 (7): 1–19.
Guo, M., C. L. Tan, L. Wu, J. Peng, R. Ren, and C. H. Chiu. 2021. Determinants of Intention to Purchase Bottled Water Based on Business Online Strategy in China: The Role of Perceived Risk in The Theory of Planned Behavior. International Journal of Environmental Research and Public Health 18 (20).
Hair, J. F., R. E. Anderson, R. L. Tatham, and W. C. Black. 2019. Multivariate Data Analysis, Multivariate Data Analysis. Book. Vol. 87.
Hasan, M. K., A. R. Ismail, and M. F. Islam. 2017. Tourist Risk Perceptions and Revisit Intention: A Critical Review of Literature. Cogent Business and Management 4 (1).
Hasan, M., and M. S. Sohail. 2020. The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing 0 (0): 1–18.
Ho, K. K. W., E. W. K. See-to, D. K. W. Chiu, K. K. W. Ho, E. W. K. See-to, and D. K. W. Chiu. 2020. “ Price Tag ” of Risk of Using E-Payment Service “ Price Tag ” of Risk of Using E-Payment Service. Journal of Internet Commerce 0 (0): 1–22.
Hossain, M. S., X. Zhou, and M. F. Rahman. 2018. Examining The Impact of QR Codes on Purchase Intention and Customer Satisfaction on The Basis of Perceived Flow. International Journal of Engineering Business Management 10: 1–11.
Imelda, and Rekan. 2019. Generasi milenial dalam industri 4.0: Berkah Bagi Sumber Daya Manusia Indonesia Atau Ancaman? Deloitte Indonesia Perspective (edisi pertama): 25–36.
Johan, K., W. Samantha, M. J. Tandean, and S. O. Sihombing. 2020. The Relationships Between Web Design , Reliability , Privacy , Service Quality , and Purchase Intention of Customers at E-commerce Business : An Empirical Study. Jurnal Manajemen Teknologi 19 (1): 17–36.
Jufrizen, J., R. Daulay, M. Sari, and M. I. Nasution. 2020. Model Empiris Peningkatan Kepuasan dan Niat Beli Konsumen Dalam Pemilihan Online Shop Instagram. Mix: Jurnal Ilmiah Manajamen 10 (2): 249.
Kalinić, Z., Marinković, V., Djordjevic, A. and Liebana-Cabanillas, F. (2020), "What drives customer satisfaction and word of mouth in mobile commerce services? A UTAUT2-based analytical approach", Journal of Enterprise Information Management, 33 (1): 71-94.
Khatoon, S., X. Zhengliang, and H. Hussain. 2020. The Mediating Effect of Customer Satisfaction on the Relationship Between Electronic Banking Service Quality and Customer Purchase Intention: Evidence From the Qatar Banking Sector. SAGE Open 10 (2).
Kim, S. S. 2020. Purchase Intention in the Online Open Market : Do Concerns for E-Commerce Really Matter ? Sustainability (Switzerland) 12 (3).
Lee, K. F., A. Haque, S. Maulan, and K. Abdullah. 2019. Determining Intention to buy air e-tickets in Malaysia. Management Science Letters 9 (6): 933–944.
Malazizi, N., H. Alipour, and H. Olya. 2018. Risk perceptions of Airbnb Hosts: Evidence From a Mediterranean Island. Sustainability (Switzerland) 10 (5): 2–3.
Moon, Y., and D. J. Armstrong. 2020. Service Quality Factors Affecting Customer Attitudes in Online to Offline Commerce. Information Systems and e-Business Management. Vol. 18. Springer Berlin Heidelberg.
Nair, B. U. 2021. Online Review as a Moderator in The Association Between Risk and Purchase Intention in Online Shopping. Journal of Tianjin University Science and Technology 54 (10): 656–669.
Pei, X., J. Guo, T. Wu, W. Zhou, and S. Yeh. 2020. Sustainability Does The Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage ? A Comparative Study of Different Shopping Situations. Sustainability (Switzerland) 12 (18): 1–19.
Prahiawan, W., M. Fahlevi, J. Juliana, J. Tampil, and S. Apri-. 2022 The Role of E-satisfaction , E-word of Mouth and E-trust on Repurchase Intention of Online Shop. International Journal of Data and Network Science 5 (4): 593–600.
Rosmayani, and A. Mardhatillah. 2020. Model of Intention to Behave in Online Product Purchase for Muslim Fashion in Pekanbaru, Indonesia. Journal of Islamic Marketing 11 (6): 1419–1441.
Ruspendi, I. W., H. M. Muhdar, and A. Firmansyah. 2022. Consumer Loyalty of Indonesia E-commerce SMEs : The Role of Social Media Marketing and Customer Satisfaction. International Journal of Data and Network Science 6: 383–390.
Sanny, L., T. D. Julianto, S. Savionus, and B. W. bin Y. Kelena. 2022. Purchase Intention in The Fashion Industry on Local and International E-commerce in Indonesia. International Journal of Asian Business and Information Management 13 (2): 1–12.
Sudari, S. A., A. K. Tarofder, A. Khatibi, and J. Tham. 2019. Retracted: Measuring the Critical Effect of Marketing Mix on Customer Loyalty Through Customer Satisfaction in Food and Beverage Products. Management Science Letters 9 (9): 1385–1396.
Tanadi, T., B. Samadi, and B. Gharleghi. 2015. The Impact of Perceived Risks and Perceived Benefits to Improve an Online Intention Among Generation Y in Malaysia. Asian Social Science 11 (26): 226–238.
THAM, K. W., O. DASTANE, Z. JOHARI, and N. B. ISMAIL. 2019. Perceived Risk Factors Affecting Consumers’ Online Shopping Behaviour. The Journal of Asian Finance, Economics and Business 6 (4): 246–260.
Tran, V. D. 2020. The Relationship Among Product Risk, Perceived Satisfaction and Purchase Intentions for Online Shopping. Journal of Asian Finance, Economics and Business 7 (6): 221–231.
Wang, W., X. Guan, S. Jin, X. Wang, X. Qin, N. Lu, G. Zhu, and D. Li. 2022. Social Network and Villagers’ Willingness to Adopt Residential Rooftop PV Products: A Multiple Mediating Model Based on TAM/PR Theory. Frontiers in Environmental Science 10 (September): 1–18.
Yuanita, A. D., and E. G. Marsasi. 2022. The Effect of Brand Attachment, Brand Experience, and Self-image Congruence on The Purchase Intention of Luxury Brand. Jurnal Ekonomi Bisnis dan Kewirausahaan 11 (3): 292.
Zarif Sagheb, M., B. Ghasemi, and S. K. Nourbakhsh. 2020. Factors Affecting Purchase Intention of Foreign Food Products: An Empirical Study in The Iranian context. British Food Journal 122 (5): 1485–1504.
Zhou, M., L. Zhao, N. Kong, K. S. Campy, G. Xu, G. Zhu, X. Cao, and S. Wang. 2020. Understanding Consumers’ Behavior to Adopt Self-service Parcel Services for Last-mile Delivery. Journal of Retailing and Consumer Services 52 (569).
Zhou, T. 2020. The Effect of Information Privacy Concern on Users’ Social Shopping Intention. Online Information Review 44 (5): 1119–1133.
Published
2023-04-27
How to Cite
AUFA, Achmad Aflah; MARSASI, Endy Gunanto.
The Influence of Perceived Risk and Loyalty on Purchase Intention of Fashion Products Based on the Theory of Perceived Risk.
Jurnal Ekonomi Akuntansi dan Manajemen, [S.l.], v. 22, n. 1, p. 67-84, apr. 2023.
ISSN 2459-9816.
Available at: <https://jurnal.unej.ac.id/index.php/JEAM/article/view/37468>. Date accessed: 24 nov. 2024.
doi: https://doi.org/10.19184/jeam.v22i1.37468.
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Section
Articles
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