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Perilaku Store Switching Dalam Berbelanja Online

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  • Harahap, Dedy Ansari

    (Universitas Islam Bandung)

Abstract

This article describes the effect of consumer dissatisfaction and the need to find variations on the behavior of online store switching from Tokopedia to Lazada. Samples were 95 respondents who are students of Faculty of Economics, Universitas Negeri Medan with purposive sampling as a sampling technique. The questionnaire was employed as a data collection tool and then analyzed by multiple linear regression method. The result of the regression is Y = 0.723 + 0.371X1 + 0.435X2 + ε. The result of F test (43.413) shows that consumer dissatisfaction and the need to find variation simultaneously have a positive and significant effect on the behavior of consumer switch from Tokopedia to Lazada. Partially, consumer dissatisfaction (3.368) and the need for variation (4.638) have a positive and significant effect on consumer switching behavior from Tokopedia to Lazada. The determination coefficient (R2) is 0.486 which means that 48.6% consumer dissatisfaction and the need to find variation can explain the behavior of consumer switching. The remaining 51.4% explained by other variables outside the study. Online marketers should pay attention to these two variables in developing their business strategies to keep customers moving from an online store to another.

Suggested Citation

  • Harahap, Dedy Ansari, 2017. "Perilaku Store Switching Dalam Berbelanja Online," OSF Preprints jw6sa, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:jw6sa
    DOI: 10.31219/osf.io/jw6sa
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