Pengaruh Consumer Trust, Attractiveness of Free Return, Return Policy, Risk Perception, Satisfaction with Shopping Experience di Tokopedia: (Studi pada Generasi Z Di Purwokerto)

Herni Justiana Astuti; Ivan Bagus Dwi  Syahputro; Irawan  Randikaparsa; Tri Septin Muji Rahayu; Maulida Nurul  Inayah

doi:10.57178/paradoks.v9i3.2524

Authors

Herni Justiana Astuti Program Studi Manajemen, Universitas Muhamadiyah Purwokerto, Indonesia
Ivan Bagus Dwi Syahputro Program Studi Manajemen, Universitas Muhamadiyah Purwokerto, Indonesia
Irawan Randikaparsa Program Studi Manajemen, Universitas Muhamadiyah Purwokerto, Indonesia
Tri Septin Muji Rahayu Program Studi Manajemen, Universitas Muhamadiyah Purwokerto, Indonesia
Maulida Nurul Inayah Program Studi Manajemen, Universitas Muhamadiyah Purwokerto, Indonesia

DOI:

https://doi.org/10.57178/paradoks.v9i3.2524

Keywords:

consumer trust, attractiveness of free return, return policy, risk perception, satisfaction with shopping experience

Abstract

Perkembangan e-commerce di Indonesia mendorong platform digital untuk meningkatkan satisfaction with shopping experience melalui keamanan transaksi dan kebijakan layanan yang lebih baik. Penelitian ini bertujuan untuk menganalisis pengaruh consumer trust, attractiveness of free return, dan return policy terhadap satisfaction with shopping experience melalui risk perception sebagai variabel mediasi pada pengguna Tokopedia Generasi Z di Purwokerto. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 150 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa consumer trust, attractiveness of free return, dan return policy berpengaruh negatif signifikan terhadap risk perception. Selain itu, attractiveness of free return dan return policy berpengaruh positif signifikan terhadap satisfaction with shopping experience, sedangkan consumer trust tidak berpengaruh signifikan terhadap satisfaction with shopping experience. Risk perception juga terbukti berpengaruh negatif signifikan terhadap satisfaction with shopping experience serta mampu memediasi hubungan antara consumer trust, attractiveness of free return, dan return policy terhadap satisfaction with shopping experience. Temuan ini menunjukkan bahwa penurunan persepsi risiko melalui peningkatan kepercayaan konsumen, daya tarik layanan pengembalian gratis, dan kebijakan pengembalian yang efektif berperan penting dalam menciptakan pengalaman berbelanja yang lebih memuaskan bagi pengguna Tokopedia Generasi Z di Purwokerto.

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