ANALISIS PENGARUH PERCEIVED VALUE, PERCEIVED EASE OF USE DAN PERCEIVED USEFULNESS TERHADAP NIAT BELI KEMBALI SECARA ONLNE DI KOTA YOGYAKARTA
Abstract
This study aims to analyze the influence of Perceived Value, Perceived Ease of Use, and Perceived Usefulness on Online Repurchase Intention among consumers in Yogyakarta City. The research is motivated by the growing use of e-commerce platforms, highlighting the need to understand the factors that influence consumer behavior in making repeat purchases. This quantitative study collected data through offline questionnaires distributed to 100 respondents who had made online purchases. The data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that all three independent variablesPerceived Value, Perceived Ease of Use, and Perceived Usefulnesshave a significant positive effect on Online Repurchase Intention. These findings provide practical implications for e-commerce businesses to enhance the perceived value, ease of use, and usefulness of their platforms in order to foster consumer loyalty. However, this study is limited in terms of geographic scope and sampling technique. Future research is recommended to broaden the sample population and incorporate other relevant variables.
Downloads
Download data is not yet available.
References
Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: The impact
of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review
International, 5(3), 258–274. https://doi.org/10.1108/NBRI-01-2014-0005
Ardane, W. D., Bagus, I., Udayana, N., & Diansepti Maharani, B. (2021). The Effect of Utilitarian
Value and Hedonic Value on Loyalty Through Satisfaction in Shopee’S E-Commerce (Case
Study on Students of the Faculty of Economics, University of Sarjanawiyata Tamansiswa)
Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(2), 541–
549. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Cahya, A. D., Putri, P. N., Pangesti, R. D., & Wahyuningsih, S. (2021). Effect Of Financial
Performance, Business Risk, And Sales Growth On Capital Structure. Jurnal Riset Bisnis Dan
Manajemen, 14(2), 92–100.
Cahyani, P. D., Susanto, & Nurullaila. (2021). The Effect of Brand Image, Product Quality and
Consumer Satisfaction on Consumer Loyalty (Case Study of Bu Widodo’S Gudeg Restaurant in
Wijilan). International Journal of Economics, Bussiness and Accounting Research (IJEBAR),
5(3), 1889–1900. https://jurnal.stie-aas.ac.id/index.php/IJEBAR%0A
Chandra, F. Y. T., Udayana, I. B. N., & Dwicahyani, P. (2021). The Effect Of Service Quality,
Disconfirmation, Customer Satisfaction On Customer Loyalty On Naavagreen Beauty
Clinicservices In Yogyakarta. Business and Accounting Research (IJEBAR) Peer ReviewedInternational Journal, 5(4), 696–710. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and
repurchase intentions: An integration of IS success model, trust, and justice. Internet Research,
21(4), 479–503. https://doi.org/10.1108/10662241111158335
Hermuningsih, S., Kari, F., Rahmawati, A. D., & Prajnanta, F. (2024). the Role of Profitability As a
Channel on Influencing the Effect of Macroeconomics on Stock Returns in the Indonesian Stock
Exchange During the Covid-19 Pandemic. International Journal of Business and Society, 25(1),
242–259. https://doi.org/10.33736/ijbs.6909.2024
Hermuningsih, S., Sari, P. P., & Rahmawati, A. D. (2022). Has there been a Change in the Need for
Additional Funds due to Covid 19? Influencing Factors. Jurnal Analisis Bisnis Ekonomi, 20(1),
65–74.
Hermuningsih, S., Sari, P. P., & Rahmawati, A. D. (2023). The Influence Of Foreign And Domestic
Investors On The Price And Volume Of Stocks The Indonesian Stock Exchange: Testing January
Effect. International Journal of Accounting, Management, Economics and Social Sciences
(IJAMESC), 1(6), 755–777.
Kusumawardhani, R., Rinofah, R., & Rukmana, D. (2021). Google trend and stock market: Does it
matter? Journal of Innovation in Business and Economics, 5(02), 85–92.
Lee, M.-C. (2010). Explaining and predicting users’ continuance intention toward e-learning: An
extension of the expectation-confirmation model. Computers and Education, 54(2), 506–516.
https://doi.org/10.1016/j.compedu.2009.09.002
Mityko, D. S. V., & Teiu, C. (2012). Product Perception in the Case of Frequent Online Buyers–
Empirical Evidence. Procedia Economics and Finance, 3(12), 343–349.
https://doi.org/10.1016/s2212-5671(12)00162-1
Nurdin, S., & Sulastri, A. (2018). Lifestyle, Perceived Value Dan Customer Value Pada Minat Beli.
Ekspansi: Jurnal Ekonomi, Keuangan, Perbankan, Dan Akuntansi, 10(2), 147–162.
Paramananda, N., & Sukaatmadja, I. P. G. (2018). The Impact of Price Perception and Brand Image on
Customer Satisfaction and Repurchase Intention. International Journal of Economics, Commerce
and Management, VI(10), 212–224. https://doi.org/10.5937/poseko14-15894
Parasuraman, A., Details, P. author, & ; Zeithaml, Valarie A; Berry, L. L. (1988). Servqual: A
Multiple-Item Scale For Measuring Consumer Perc - ProQuest. Springer International
Publishing, 9(10), 1–13.
https://www.proquest.com/openview/7d007e04d78261295e5524f15bef6837
Pasban, M., & Nojedeh, S. H. (2016). A Review of the Role of Human Capital in the Organization.
Procedia - Social and Behavioral Sciences, 230(May), 249–253.
https://doi.org/10.1016/j.sbspro.2016.09.032
Ramadhani, F., & Mahendrawathi, E. R. (2019). A conceptual model for the use of social software in
business process management and knowledge management. Procedia Computer Science, 161,
1131–1138. https://doi.org/10.1016/j.procs.2019.11.225
Sugiarto, A., Susilawati, S., & Hidayat, R. (2021). Sistem Informasi Pendaftaran Pendampingan
Legalisasi Produk Umkm Provinsi Banten Berbasis Web Menggunakan Metode Sdlc Pada Pkph
Unma Banten. International Journal Mathla’ul Anwar of Halal Issues, 1(2), 64–70.
https://doi.org/10.30653/ijma.202112.27
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D.
Sutanto, felix A., Supriyanto, A., & Purwatiningtiyas. (2015). Penerapan e-commerce berbasis CMS
dan SEO untuk toko online UMKM. Abdimas, 19, 91–100.
Udayana, I. B. N., & Farida, N. (2020). the Role of Customer Networking Capability Effectiveness in
Enhancing the Salespeople’S Performance in Small and Medium Enterprises. ASEAN Marketing
Journal, 12(1), 30–40. https://doi.org/10.21002/amj.v12i1.12889
Waani, R. C. T., & Tumbuan, W. J. F. A. (2015). The influence of price discount, bonus pack, and instore display on impulse buying decision in Hypermart Kairagi Manado. Jurnal EMBA: Jurnal
Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 33(4213), 420–428.
Widyatami, L. E., Wardani, D. K., & Wiguna, A. A. (2021). Competitive and comparative advantages
analysis of organic rice farming in Sumberjambe sub-district Jember regency. IOP Conference
Series: Earth and Environmental Science, 672(1). https://doi.org/10.1088/1755-
1315/672/1/012029
Zhu, D. S., O’neal, G. S., Lee, Z. C., & Chen, Y. H. (2009). The effect of trust and perceived risk on
consumers’ online purchase intention. Proceedings - 12th IEEE International Conference on
Computational Science and Engineering, CSE 2009, 4(1999), 771–776.
https://doi.org/10.1109/CSE.2009.338
of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review
International, 5(3), 258–274. https://doi.org/10.1108/NBRI-01-2014-0005
Ardane, W. D., Bagus, I., Udayana, N., & Diansepti Maharani, B. (2021). The Effect of Utilitarian
Value and Hedonic Value on Loyalty Through Satisfaction in Shopee’S E-Commerce (Case
Study on Students of the Faculty of Economics, University of Sarjanawiyata Tamansiswa)
Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(2), 541–
549. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Cahya, A. D., Putri, P. N., Pangesti, R. D., & Wahyuningsih, S. (2021). Effect Of Financial
Performance, Business Risk, And Sales Growth On Capital Structure. Jurnal Riset Bisnis Dan
Manajemen, 14(2), 92–100.
Cahyani, P. D., Susanto, & Nurullaila. (2021). The Effect of Brand Image, Product Quality and
Consumer Satisfaction on Consumer Loyalty (Case Study of Bu Widodo’S Gudeg Restaurant in
Wijilan). International Journal of Economics, Bussiness and Accounting Research (IJEBAR),
5(3), 1889–1900. https://jurnal.stie-aas.ac.id/index.php/IJEBAR%0A
Chandra, F. Y. T., Udayana, I. B. N., & Dwicahyani, P. (2021). The Effect Of Service Quality,
Disconfirmation, Customer Satisfaction On Customer Loyalty On Naavagreen Beauty
Clinicservices In Yogyakarta. Business and Accounting Research (IJEBAR) Peer ReviewedInternational Journal, 5(4), 696–710. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and
repurchase intentions: An integration of IS success model, trust, and justice. Internet Research,
21(4), 479–503. https://doi.org/10.1108/10662241111158335
Hermuningsih, S., Kari, F., Rahmawati, A. D., & Prajnanta, F. (2024). the Role of Profitability As a
Channel on Influencing the Effect of Macroeconomics on Stock Returns in the Indonesian Stock
Exchange During the Covid-19 Pandemic. International Journal of Business and Society, 25(1),
242–259. https://doi.org/10.33736/ijbs.6909.2024
Hermuningsih, S., Sari, P. P., & Rahmawati, A. D. (2022). Has there been a Change in the Need for
Additional Funds due to Covid 19? Influencing Factors. Jurnal Analisis Bisnis Ekonomi, 20(1),
65–74.
Hermuningsih, S., Sari, P. P., & Rahmawati, A. D. (2023). The Influence Of Foreign And Domestic
Investors On The Price And Volume Of Stocks The Indonesian Stock Exchange: Testing January
Effect. International Journal of Accounting, Management, Economics and Social Sciences
(IJAMESC), 1(6), 755–777.
Kusumawardhani, R., Rinofah, R., & Rukmana, D. (2021). Google trend and stock market: Does it
matter? Journal of Innovation in Business and Economics, 5(02), 85–92.
Lee, M.-C. (2010). Explaining and predicting users’ continuance intention toward e-learning: An
extension of the expectation-confirmation model. Computers and Education, 54(2), 506–516.
https://doi.org/10.1016/j.compedu.2009.09.002
Mityko, D. S. V., & Teiu, C. (2012). Product Perception in the Case of Frequent Online Buyers–
Empirical Evidence. Procedia Economics and Finance, 3(12), 343–349.
https://doi.org/10.1016/s2212-5671(12)00162-1
Nurdin, S., & Sulastri, A. (2018). Lifestyle, Perceived Value Dan Customer Value Pada Minat Beli.
Ekspansi: Jurnal Ekonomi, Keuangan, Perbankan, Dan Akuntansi, 10(2), 147–162.
Paramananda, N., & Sukaatmadja, I. P. G. (2018). The Impact of Price Perception and Brand Image on
Customer Satisfaction and Repurchase Intention. International Journal of Economics, Commerce
and Management, VI(10), 212–224. https://doi.org/10.5937/poseko14-15894
Parasuraman, A., Details, P. author, & ; Zeithaml, Valarie A; Berry, L. L. (1988). Servqual: A
Multiple-Item Scale For Measuring Consumer Perc - ProQuest. Springer International
Publishing, 9(10), 1–13.
https://www.proquest.com/openview/7d007e04d78261295e5524f15bef6837
Pasban, M., & Nojedeh, S. H. (2016). A Review of the Role of Human Capital in the Organization.
Procedia - Social and Behavioral Sciences, 230(May), 249–253.
https://doi.org/10.1016/j.sbspro.2016.09.032
Ramadhani, F., & Mahendrawathi, E. R. (2019). A conceptual model for the use of social software in
business process management and knowledge management. Procedia Computer Science, 161,
1131–1138. https://doi.org/10.1016/j.procs.2019.11.225
Sugiarto, A., Susilawati, S., & Hidayat, R. (2021). Sistem Informasi Pendaftaran Pendampingan
Legalisasi Produk Umkm Provinsi Banten Berbasis Web Menggunakan Metode Sdlc Pada Pkph
Unma Banten. International Journal Mathla’ul Anwar of Halal Issues, 1(2), 64–70.
https://doi.org/10.30653/ijma.202112.27
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D.
Sutanto, felix A., Supriyanto, A., & Purwatiningtiyas. (2015). Penerapan e-commerce berbasis CMS
dan SEO untuk toko online UMKM. Abdimas, 19, 91–100.
Udayana, I. B. N., & Farida, N. (2020). the Role of Customer Networking Capability Effectiveness in
Enhancing the Salespeople’S Performance in Small and Medium Enterprises. ASEAN Marketing
Journal, 12(1), 30–40. https://doi.org/10.21002/amj.v12i1.12889
Waani, R. C. T., & Tumbuan, W. J. F. A. (2015). The influence of price discount, bonus pack, and instore display on impulse buying decision in Hypermart Kairagi Manado. Jurnal EMBA: Jurnal
Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 33(4213), 420–428.
Widyatami, L. E., Wardani, D. K., & Wiguna, A. A. (2021). Competitive and comparative advantages
analysis of organic rice farming in Sumberjambe sub-district Jember regency. IOP Conference
Series: Earth and Environmental Science, 672(1). https://doi.org/10.1088/1755-
1315/672/1/012029
Zhu, D. S., O’neal, G. S., Lee, Z. C., & Chen, Y. H. (2009). The effect of trust and perceived risk on
consumers’ online purchase intention. Proceedings - 12th IEEE International Conference on
Computational Science and Engineering, CSE 2009, 4(1999), 771–776.
https://doi.org/10.1109/CSE.2009.338
Published
2025-01-10
How to Cite
IKHSANI, Muatiara Nurul.
ANALISIS PENGARUH PERCEIVED VALUE, PERCEIVED EASE OF USE DAN PERCEIVED USEFULNESS TERHADAP NIAT BELI KEMBALI SECARA ONLNE DI KOTA YOGYAKARTA.
JURNAL EKOBIS DEWANTARA, [S.l.], v. 8, n. 1, p. 1081-1098, jan. 2025.
ISSN 2656-4149.
Available at: <https://jurnalfe.ustjogja.ac.id/index.php/ekobis/article/view/4583>. Date accessed: 12 july 2025.
doi: https://doi.org/10.30738/ed_en.v8i1.4583.
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
