Niat Pembelian Ulang Pengguna QRIS UMKM di Pasar Berkembang: Perspektif Service Dominant Logic
DOI:
https://doi.org/10.62337/jsse.v4i1.75Keywords:
Niat Pembelian Ulang, Kualitas Layanan Elektronik, Pengalaman Pelanggan, Keterlibatan Pelanggan, Service Dominant LogicAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh E-Service Quality, Consumer Experience, dan User Engagement terhadap Repurchase Intention penggunaan QRIS pada UMKM di Solo Raya melalui perspektif Service Dominant Logic (SDL). Penelitian ini memiliki novelty pada integrasi perspektif SDL dalam menjelaskan perilaku penggunaan ulang QRIS pada konteks UMKM di pasar berkembang, yang masih relatif terbatas dalam penelitian pembayaran digital. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 110 pelaku UMKM yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner skala Likert lima poin dan dianalisis menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics 22.
Hasil penelitian menunjukkan bahwa E-Service Quality berpengaruh positif dan signifikan terhadap Repurchase Intention (t = 8,151; sig = 0,000), Consumer Experience berpengaruh positif dan signifikan (t = 7,284; sig = 0,000), serta User Engagement juga berpengaruh positif dan signifikan (t = 3,082; sig = 0,003). E-Service Quality menjadi variabel paling dominan dalam memengaruhi Repurchase Intention. Secara simultan, ketiga variabel mampu menjelaskan 65,1% variasi Repurchase Intention (R² = 0,651). Temuan ini memperkuat konsep Service Dominant Logic bahwa nilai tercipta melalui kualitas layanan, pengalaman penggunaan, dan keterlibatan aktif pelanggan sebagai co-creator of value.
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