Analysis of Product Knowledge and Shopping Experience on Intention to Buy an Oppo Smartphone at Shopee with Perceptions of Risk
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Jul 31, 2021
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Abstract
SMARTPHONE is considered a device that helps in everyday life, especially during the Covid-19 pandemic. One of the smartphones that have the largest market share in Indonesia is Oppo, but amid the sharp increase in smartphone online sales, Oppo's online sales are not showing an increase. Even though currently, there are various types of online shopping destinations, one of which is the marketplace, which provides shopping convenience and complete information about products. This is expected to form a good shopping experience and product knowledge to reduce consumer risk perceptions about creating online purchase intentions, so the purpose of this study is to analyze the effect of product knowledge and shopping experience on purchase intention with risk perception as an intervening variable. This research is quantitative. Respondents are residents of Surabaya who have made purchases at Shopee. The sample used was 110 people. The withdrawal used the snowball sampling technique. The research instrument was a questionnaire, then the data obtained were processed by PLS-SEM. The results show that product knowledge contributes to purchase intention. The shopping experience does not contribute to purchase intentions. Product knowledge and shopping experience contribute to risk perception. Meanwhile, the indirect relationship shows that risk perception is proven to mediate the relationship between product knowledge and shopping experience variables with purchase intention.
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References
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Sumarwan, U. (2011). Perilaku Konsumen. Bogor: Ghalia Indonesia.
Tjiptono, F. (2008). Strategi Pemasaran. Yogyakarta: ANDI Yogyakarta.
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Wang, Y. dan Hazen, B.T. (2015). Consumer product knowledge and intention to purchase remanufactured products. Elsevier,181, 1-10.
Ariffin, S.K., Mohan, T., dan Goh, Y.N. (2018). Influence of consumers perceived risk on consumers online purchase intention. Emerald Insight, 12(3), 309-327.
Armilawati, N.L.P.D, Kusuma, I.G.A.T., Agung, A.A.P. (2020). The effect of online shopping experience on risk perception and trust for building online purchase intention. International Journal of Contemporary Research and Review, 11, 21787-21797.
Chang, Y.C. dan Huang, L.C. (2019). The effect of product knowledge and risk perception on consumers online word of mouth search behavior for the bio agricultural products in the case of ganoderma dietary supplements. International Journal of Environment, Agriculture and Biotechnology (IJAEB), 4, 261-278.
Dai, B., Forsythe, S., dan Kwon, W.S. (2014). The impact of online shopping experience on risk perception and online purchase intentions: does product category matter. Journal of Electronic Commerce Research, 15(1), 13-24.
Engel, J.F., Blackwell, R.D., dan Miniard, P.W. (2018). Perilaku konsumen jilid 1 (edisi 6). Jakarta: Binarupa Aksara. (Original work published 1992)
Engel, J.F., Blackwell, R.D., dan Miniard, P.W. (2018). Perilaku konsumen jilid 2 (edisi 6). Jakarta: Binarupa Aksara. (Original work published 1993)
Franedya, R. (2020). Samsung terpuruk, BBK elektronik rajai pasar ponsel RI. Dikases 29 September 2020, dari https://www.cnbcindonesia.com/tech/20200907163347-37-184969.
Ghalandari, K. dan Norouzi, A. (2012). The effect of country origin on purchase inention: the role of product knowledge. Research Journal of Applied Science, Engineering and Technology, 4(9), 1166-1171.
Ghozali, I. (2011). Structural equation modeling metode alternatif dengan partial least square (PLS) (Edisi 3). Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. dan Latan H. (2012). Partial least square: konsep, teknik dan aplikasi smart PLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J.F. (Ed.), Black, W., Babin, B.J., Anderson, R.E., dan Tatham, R.L. (2006). Multivariate data analysis (6th ed.). New Jersey: Pearson Education.
Han, S.C., Bi., K.T., Chi, M.H. (2017). Determinants of consumers purchasing intention for the hydrogen-electric motorcycle. Sustainbility, 9(1447), 1-12.
Han, D. dan Jing, M. (2017). The research on the factors of purchase intention for fresh agricultural products in an e-commerce environment. IOP conference Series: Earth and Environmental Science 100, (pp. 1-7). China: IOP.
Jayani, D.H. (2020). Shopee, e-commerce dengan pengunjung situs tertinggi kuartal iii 2020. Diakses 22 November 2020, dari https://databoks.katadata.co.id/datapublish/2020/11/20/shopee-e-commerce-dengan-pengunjung-situs-tertinggi-kuartal-iii-2020.
Jurnal Entrepreneur. (n.d) 4 perubahan perilaku konsumen saat pandemi corona. Diakses 29 September 2020, dari https://www.jurnal.id/id/blog/perubahan-perilaku-konsumen-saat-pandemi-corona/.
Khoirunnisa. (2020). GfK ungkap tren konsumen saat pandemi, penjualan smartphone anjlok 60%. Diakses 20 September 2020, dari https://selular.id/2020/05/gfk-ungkap-tren-konsumen-saat-pandemi-penjualan-smartphone-anjlok-60/.
Khoirunnisa. (2020). Vivo dan Oppo Pimpin Pasar Smartphone Indonesia Q2-2020. Dikases 20 September 2020, dari https://selular.id/2020/09/vivo-dan-oppo-pimpin-pasar-smartphone-indonesia-q2-2020.
Kotler, P. dan Gary, A. (2007). Dasar-Dasar Pemasaran (9th Ed). Jakarta: PT Indeks. (Original work published 1991)
Kotler, P. dan Keller K.L. (2009). Manajemen Pemasaran (12th Ed). Jakarta: PT Macana Jaya Cemerlang. (Original work published 2006)
Librianty, A. (2020). Studi Ericsson: Peran Penting Teknologi di Tengah Pandemi Covid-19. Diakses 10 September 2020, dari https://www.liputan6.com/tekno/read/4286826.
Lin, N.H. dan Lin, B.S. (2007). The effect of brand image and product knowledge on purchase intention moderated by price discount. Journal Of International Management Studies, 121-132.
Ling, K.C, Chai, L.T., dan Piew, T.H. (2010). The effect of shopping orientations, online trust and prior online purchase experience toward customers online purchase intention. Canadian Center of Science and Education, 3(3), 63-76.
Malhotra, N.K. 2010. Riset pemasaran pendekatan terapan (6th Ed). Jakarta: Indeks. (Original work published 2008)
Mokhlis, S. dan Yaakop, A.Y. 2012. Consumer choice criteria in mobile phone selection: an investigation of malaysian university students. International Review of Social Science and Humanities, 2(2), 203-212.
Mowen, J.C. dan Minor, M. (2017). Perilaku konsumen jilid 1. Jakarta: PT Penerbit Erlangga. (Original work published 2001)
Oppo. (n.d) Sejarah Oppo. Diakses 20 Februari 2020, dari https://www.oppo.com/id/about/.
Wikipedia. (n.d) Oppo. Diakses 20 Februari 2020, dari https://id.wikipedia.org/wiki/Oppo.
Pertiwi, T.K., Yuniningsih, dan Anwar, M. (2019). The biased factor of investor’s behavior in stock exchange trading. Manajemen Science Letters, 9, 835-842.
Pertiwi, T.K., Wardani, N.I.K., dan Septiana, I. (2020). Knowledge, experience, financial satisfaction, and investment decisions: gender as a moderating variabel. Jurnal Manajemen dan Kewirausahaan, 22(1), 57-64.
Picaully, M.R. (2018). Pengaruh kepercayaan pelanggan terhadap niat pembelian gadget di shopee indonesia. Jurnal Manajemen Maranatha, 18(1), 31-40.
Putra, I.P.A.P.A., Sukaatmaja, I.P.G., dan Giantari, I.G.A.K. (2016). Pengaruh persepsi kemudahan penggunaan, persepsi risiko terhadap kepercayaa dan niat beli e-tiket pada situs traveloka. E-Jurnal Ekonomi Bisnis Universitas Udayana, 5(9), 3007-3030.
Putri, C.I.D. dan Sudiksa, I.B. (2018). Peran kepercayaan dalam memediasi pengaruh persepsi risiko terhadap niat beli online pada situs lazada. E-Jurnal Manajemen Unud, 7(7), 3532-3563.
Rahayu, A.C. (2020). Riset Markplus: Shopee jadi e-commerce favorit saat pandemi corona. Dikases 29 September 2020, dari https://industri.kontan.co.id/news/riset-markplus-shopee-jadi-e-commerce-favorit-saat-pandemi-corona.
Sirclo. 2020. (n.d) Jumlah pengguna e-commerce indonesia di tahun 2020 meningkat pesat. Dikases 29 September 2020, dari https://www.sirclo.com/jumlah-pengguna-e-commerce-indonesia-di-tahun-2020-meningkat-pesat/.
Stephanie, C. (2020). Ini dia 5 penguasa pasar smartphone di idonesia kuartal III-2020. Dikases 25 November 2020, dari https://tekno.kompas.com/read/2020/11/27/09110097/ini-dia-5-penguasa-pasar-smartphone-di-indonesia-kuartal-iii-2020.
Sugiyono. (2009). Metode Penelitian Kuantitatif Kualitatif dan R & D. Bandung: Alfabeta.
Sulaeman. (2020). Kelas menengah di indonesia masih rentan dengan kenaikan harga. Diakses 30 November 2020, dari https://www.liputan6.com/bisnis/read/4172782/kelas-menengah-di-indonesia-masih-rentan-dengan-kenaikan-harga.
Sumarwan, U. (2011). Perilaku Konsumen. Bogor: Ghalia Indonesia.
Tjiptono, F. (2008). Strategi Pemasaran. Yogyakarta: ANDI Yogyakarta.
Ulumiyah, L. dan Sugiono, H.S. (2016). Analisis pengaruh wom, pengalaman belanja online, persepsi kemudahan, dan persepsi risiko terhadap minat belanja online melalui sikap belanja online. Jurnal Sains Pemasaran Indonesia, 15(2), 107-118.
Wahjudi, D., Gan, S.S., Anggono, J., dan Tanoto, Y.Y. (2018). Factors affecting purchase intention of remanufactured short life cycle products. International Journal of Business and Society, 19(2), 415-428.
Wang, Y. dan Hazen, B.T. (2015). Consumer product knowledge and intention to purchase remanufactured products. Elsevier,181, 1-10.