Pengaruh Relative Deprivation Cost terhadap Postpurchase Dissonance Belanja Online di Kota

Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh relative deprivation cost terhadap postpurchase dissonance belanja online di Kota Medan. Penelitian ini menggunakan metode penelitian kuantitatif dengan jenis penelitian eksperimen semu. Sampel partisipan penelitian ini berjumlah 150 orang yang dibagi menjadi kelompok eksperimen dan kelompok kontrol. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling. Pengumpulan data dilakukan dengan menggunakan skala likert yang terdiri dari skala postpurchase dissonance yang terdiri atas dimensi emotion, wisdom of purchase dan concern over deal. Metode analisa data yang digunakan yaitu One Way Anova. Hasil penelitian menunjukkan bahwa (1) Relative deprivation cost berpengaruh terhadap dimensi emotion (Sig = 0.028 < 0.05 ; Fhitung = 4.938 > Ftabel = 3.91); (2) Relative deprivation cost berpengaruh terhadap dimensi wisdom of purchase (Sig = 0.000 < 0.05 ; Fhitung = 35.757 > Ftabel = 3.91); (3) Relative deprivation cost berpengaruh terhadap dimensi concern over deal (Sig = 0.018 < 0.05 ; Fhitung = 5.703 > Ftabel = 3.91); (4) Dimensi wisdom of purchase adalah dimensi yang paling dipengaruhi oleh relative deprivation cost. Hal ini menunjukkan bahwa relative deprivation cost mempengaruhi semua dimensi postpurchase dissonance belanja online di Kota Medan.

This study aims to determine whether there is an effect of relative deprivation costs on postpurchase dissonance of online shopping in Medan City. This research uses quantitative research methods with quasi-experimental research. The sample of participants in this study was 150 people who were divided into the experimental group and the control group. The sampling technique used in this study is purposive sampling. Data were collected using a Likert scale consisting of a post-purchase dissonance scale that consist of three dimensions which are emotion, wisdom of purchase, and concern over deal. The data analysis method used is One Way Anova. The results showed that (1) the relative deprivation cost had an effect on the emotion dimension (Sig = 0.028 < 0.05; F= 4.938 > Ftable = 3.91); (2) Relative deprivation costs affect the wisdom of purchase dimension (Sig = 0.000 < 0.05 ; F= 35,757 > Ftable = 3.91); (3) Relative deprivation costs affect the dimension of concern over deal (Sig = 0.018 < 0.05; F= 5.703 > Ftable = 3.91); (4) Wisdom of purchase is the dimension most affected by relative deprivation costs. This shows that relative deprivation costs affect all dimensions of postpurchase dissonance online shopping in Medan City.