vii

KATA PENGANTAR

Puji syukur kami panjatkan kepada Tuhan Yesus Kristus dan Allah SWT atas

segala berkat dan karuniaNya sehingga penulisan thesis ini dapat diselesaikan dengan

baik. Thesis ini dibuat untuk memenuhi salah satu persyaratan akademik guna

memperoleh gelar Magister Manajemen pada Program Pascasarjana Universitas Pelita

Harapan. Thesis ini berjudul “Pengaruh e-seller dan e-marketplace trust dan perceived

value terhadap repurchase intention dengan pemoderasi brand luxury orientation pada

aplikasi Carousell”. Kami berharap agar penelitian ini juga dapat digunakan dan

berguna bagi industri jual beli barang bekas secara online.

Tanpa bimbingan, bantuan, pemberi semangat dan doa dari segala pihak, penulis

tidak akan dapat menyelesaikan tesis ini dengan tepat waktu. Dengan demikian, penulis

ingin menggunakan kesempatan ini untuk dapat mengucapkan terima kasih kepada

semua pihak yang turut membantu dalam proses pengerjaan tesis ini, yaitu kepada:

1) Ibu Dra. Gracia Shinta S. Ugut, M.B.A., Ph.D. selaku Dekan Fakultas Ekonomi

Universitas Pelita Harapan.

2) Bapak Dr. Innocentius Bernarto, ST., M.Si., MM., M.Si. selaku Ketua Program

Studi Magister Manajemen Universitas Pelita Harapan.

3) Bapak Dr. dr. Ferdi Antonio M.M., M.A.R.S. selaku dosen pembimbing yang

telah banyak membantu, membimbing, serta memberikan dukungan dan

pengarahan tanpa kenal lelah sehingga thesis ini dapat diselesaikan dengan baik.

4) Kepada keluarga kami, Ibu Sudarmaningsih, Djeremia Djadie, dan Mikhayla

Anastasia Gemintang, serta Ibu Noemi Anatalio, dan juga Ibu Mona Sandra

Tandaju, bapak Lucky Franky Tamengkel, dan Anthony Chiputra terkasih.

viii

5) Teman – teman Magister Manajemen Angkatan 80 yang selalu saling membantu

dan mendukung selama masa perkuliahan.

6) Semua pihak yang namanya tidak dapat disebutkan satu per satu.

Kami menyadari bahwa masih banyak kekurangan dalam penulisan thesis ini.

Oleh karena itu, kami menghargai apabila ada saran dan kritik yang membangun demi

penyempurnaan thesis ini. Semoga thesis ini dapat bermanfaat bagi semua pihak yang

membacanya. Tuhan memberkati.

Jakarta, 17 Desember 2019

Fergina Tamengkel, Juan Paulo Supriadi, & Theodora Woemasa Rahayu

ix

DAFTAR ISI

halaman

HALAMAN JUDUL

PERNYATAAN KEASLIAN KARYA TUGAS AKHIR ............................. ii

PERSETUJUAN DOSEN PEMBIMBING TUGAS AKHIR ....................... iii

PERSETUJUAN TIM PENGUJI TUGAS AKHIR....................................... iv

ABSTRAK ......................................................................................................... v

KATA PENGANTAR....................................................................................... vii

DAFTAR ISI ..................................................................................................... ix

DAFTAR GAMBAR......................................................................................... xiii

DAFTAR TABEL.............................................................................................. xiv

DAFTAR LAMPIRAN...................................................................................... xvi

BAB I. PENDAHULUAN................................................................................. 1

1.1 Latar Belakang.......................................................................................... 1

1.2 Perumusan Masalah.................................................................................. 9

1.3 Tujuan Penelitian...................................................................................... 10

1.4 Manfaat Penelitian.................................................................................... 10

1.4.1 Manfaat Akademis/Teoritis............................................................. 11

1.5 Pembatasan Masalah................................................................................. 11

1.6 Sistematika Penelitian............................................................................... 12

BAB II. TINJAUAN PUSTAKA...................................................................... 14

2.1 Dasar Teori............................................................................................... 14

2.1.1 Independent Variable…………......................................................... 14

2.1.2 Online Trust-Building Mechanisms in e-marketplace..................... 15

2.1.3 Perceived Usefulness of Seller-Based Mechanism.......................... 16

2.1.4 Perceived Usefulness of Experienced-Based Mechanism............... 17

2.1.5 Trust................................................................................................. 18

x

2.1.6 Trust in the E-Marketplace.............................................................. 19

2.1.7 Trust in the E-Seller......................................................................... 20

2.1.8 Perceived Value............................................................................... 20

2.1.9 Brand Luxury Orientation................................................................ 23

2.1.10 Repurchase Intention..................................................................... 24

2.2 Carousell................................................................................................... 26

2.3 Hipotesis Penelitian.................................................................................. 28

2.3.1 Pengaruh dari Perceived Usefulness of Seller-Based Mechanism

terhadap Trust e-marketplace/app.................................................. 28

2.3.2 Pengaruh dari Perceived Usefulness of Experienced-Based

Mechanism terhadap Trust e-seller................................................ 29

2.3.3 Pengaruh dari Trust e-marketplace/app terhadap Trust e-seller...... 29

2.3.4 Pengaruh dari Trust e-seller terhadap Repurchase Intention........... 30

2.3.5 Pengaruh dari Perceived Value terhadap Repurchase Intention...... 31

2.3.6 Brand Luxury Orientation sebagai Pemoderasi Terhadap

Hubungan Trust in the e-seller dan Perceived Value dengan

Repurchase Intention......................................................... 32

2.4 Model Penelitian................................................................................... 34

BAB III. METODE PENELITIAN….............................................................. 36

3.1 Objek Penelitian ..................................................................................... 36

3.2 Unit Analisis............................................................................................ 36

3.3 Tipe Penelitian......................................................................................... 36

3.4 Operasionalisasi Variabel Penelitian....................................................... 37

3.5 Populasi dan Sampel............................................................................... 41

3.5.1 Penentuan Jumlah Sampel.................................................................... 42

3.5.2 Metode Penarikan Sampel.................................................................... 44

3.6 Metode Pengumpulan Data...................................................................... 45

3.7 Metode Analisis Data............................................................................... 46

3.7.1 Statistik Deskriptif........................................................................... 46

xi

3.7.2 Statistik Inferensial.......................................................................... 46

3.7.2.1 Outer Model......................................................................... 46

3.7.2.2 Inner Model......................................................................... 48

3.8 Pengujian Instrumen Penelitian................................................................ 49

3.8.1 Uji Validitas..................................................................................... 49

3.8.2 Uji Reliabilitas................................................................................. 49

3.9 Hasil Uji Instrumen Pendahuluan............................................................. 49

3.9.1 Hasil Uji Validitas............................................................................ 50

3.9.2 Hasil Uji Reabilitas.......................................................................... 51

BAB IV. HASIL DAN PEMBAHASAN PENELITIAN................................ 52

4.1 Profil Responden...................................................................................... 52

4.2 Perilaku Responden.................................................................................. 56

4.3 Deskripsi Konstruk Penelitian.................................................................. 62

4.4 Analisa Statistik Deskriptif....................................................................... 63

4.4.1 Perceived Usefulness Seller-Based Mechanism (PUSBM)............. 63

4.4.2 Perceived Usefulness Experience-Based Mechanism (PUEBM).... 64

4.4.3 Trust In The E-Marketplace (TM)................................................... 65

4.4.4 Trust In The E-Seller (TS)............................................................... 66

4.4.5 Perceived Value (PV)...................................................................... 67

4.4.6 Brand Luxury Orientation (BL)...................................................... 68

4.4.7 Repurchase Intention (RI)............................................................... 69

4.5 Analisis Statistik Inferensial (Partial Least Square)................................ 70

4.5.1 Outer Model................................................................................... 70

4.5.1.1 Hasil Uji Outer Loading..................................................... 71

4.5.1.2 Hasil Uji Cronbach’s Alpha dan Composite Reability....... 73

4.5.1.3 Hasil Uji AVE (Average Variable Extracted).................... 73

4.5.1.4 Hasil Uji Discriminant Validity.......................................... 75

xii

4.5.2 Inner Model................................................................................... 76

4.5.2.1 Hasil Uji Multikolinearitas................................................. 77

4.5.2.2 Hasil Uji R-Square.............................................................. 77

4.5.2.3 Hasil Uji Q-Square (Q2) .................................................... 78

4.5.2.4 Hasil Uji Hipotesis dan Besar Pengaruh............................. 79

4.5.2.4.1 Hipotesis 1................................................................. 80

4.5.2.4.2 Hipotesis 2................................................................. 80

4.5.2.4.3 Hipotesis 3................................................................. 81

4.5.2.4.4 Hipotesis 4................................................................. 82

4.5.2.4.5 Hipotesis 5................................................................. 82

4.5.2.4.6 Hipotesis 6................................................................. 83

4.5.2.4.7 Hipotesis 7................................................................. 83

4.5.2.5 Hasil Uji Spesifik Indirect Effect....................................... 84

4.5.2.6 Hasil Uji importance-performance Map Analysis (IPMA) 87

4.6 Pembahasan Penelitian.............................................................................. 89

BAB V. KESIMPULAN.................................................................................... 92

5.1 Kesimpulan............................................................................................... 92

5.2 Implikasi Manajerial................................................................................. 93

5.3 Keterbatasan dan saran Penelitian Berikutnya......................................... 95

DAFTAR PUSTAKA......................................................................................... 97

LAMPIRAN

xiii

DAFTAR GAMBAR

Halaman

Gambar 1.1 Nilai Transaksi Digital Perdagangan Elektronik ……................... 1

Gambar 2.1 Logo Carousell ……………........................................................... 27

Gambar 2.2 Tampilan Aplikasi Carousell........................................................... 26

Gambar 2.3 Model Penelitian ............................................................................ 35

Gambar 3.1 Distribusi sampel dari proporsi sampel .......................................... 43

Gambar 4.1 Analisis Model Pengukuran............................................................ 71

Gambar 4.2 Inner Model..................................................................................... 76

Gambar 4.3 Inner Model Uji Mediasi................................................................. 86

Gambar 4.4 IPMA berdasarkan variabel terhadap Repurchase Intention........... 88

Gambar 4.5 IPMA berdasarkan indikator terhadap Repurchase Intention......... 88

Gambar 4.6 IPMA berdasarkan indikator terhadap PUEBM.............................. 89

Gambar 4.7 Model Hasil Penelitian..................................................................... 90

xiv

DAFTAR TABEL

halaman

Tabel 1.1 Daftar Investor Carousell............................................................... 4

Tabel 1.2 Nilai Aplikasi Carousell pada Sensor Tower................................. 6

Tabel 1.3 Tabel Rating Review Aplikasi Carousell ...................................... 6

Tabel 1.4 Tabel Review Pengguna Aplikasi Carousell.................................. 7

Tabel 3.1 Variabel Independen (PUSBM dan PUEBM)............................... 38

Tabel 3.2 Variabel Intervening (TM dan TS) ............................................... 39

Tabel 3.3 Variabel Independen (PV) ............................................................ 39

Tabel 3.4 Variabel Pemoderator (BL)........................................................... 40

Tabel 3.5 Variabel Dependen (RI).................................................................. 41

Tabel 3.6 Tabel Skala Likert 5 Poin .............................................................. 45

Tabel 3.7 Hasil Outer Loading dan AVE....................................................... 50

Tabel 3.8 Hasil Uji Reabilitas Studi Pendahuluan.......................................... 51

Tabel 4.1 Profil Responden............................................................................. 52

Tabel 4.2 Kategori berdasarkan nilai rata-rata ............................................... 62

Tabel 4.3 Variabel PUSBM (Perceived Usefulness Seller-Based

Mechanism).................................................................................... 64

Tabel 4.4 Variabel PUEBM (Perceived Usefulness Experience-Based

Mechanism).................................................................................... 65

Tabel 4.5 Variabel TM (Trust in the e-marketplace)...................................... 66

Tabel 4.6 Variabel TS (Trust in the e-seller).................................................. 67

Tabel 4.7 Variabel PV (Perceived Value)....................................................... 68

Tabel 4.8 Variabel BL (Brand Luxury Branded Orientation)..................... 69

Tabel 4.9 Variabel RI (Repurchase Intention)............................................... 70

Tabel 4.10 Hasil Analisis Model Pengukuran................................................ 72

Tabel 4.11 Hasil Uji Discriminant Validity.................................................... 73

Tabel 4.12 Hasil AVE..................................................................................... 74

Tabel 4.13 Hasil Uji Discriminant Validity.................................................... 75

Tabel 4.14 Hasil Uji Multikolinearitas............................................................ 77

Tabel 4.15 Hasil Uji R-Square........................................................................ 78

xv

Tabel 4.16 Hasil Q-Square............................................................................. 79

Tabel 4.17 Hasil Uji Hipotesis........................................................................ 79

Tabel 4.18 Tabel Hasil Specific Indirect Effects............................................ 85

Tabel 4.19 Tabel Hasil Specific Indirect Effects Uji Mediasi........................ 87

xvi

DAFTAR GRAFIK

Halaman

Grafik 4.1 Data Responden mengenai kategori barang yang sering dibeli..... 57

Grafik 4.2 Data Responden mengenai harga barang yang sering dibeli......... 58

Grafik 4.3 Data Responden mengenai komplain yang sering diajukan.......... 59

Grafik 4.4 Data Responden mengenai alasan mereka tidak jadi membeli..... 60

Grafik 4.5 Data Responden mengenai aplikasi lain yang digunakan............. 61