THE EFFECT OF CURIOSITY AND TECHNOLOGY ACCEPTANCE MODEL ON TOKOPEDIA REPURCHASE INTENTION IN SURABAYA THROUGH PERCEIVED HEDONIC VALUE

Abstract

Online shopping is taking over new era of shopping. Buying product or service from online store then the products or service come to our doorstep in easy click with no hard effort and avoid unproductive, inefficient time spent. Become aware, able formulate and even predict future of what is happening and what is new would be the one of invaluable future asset to the marketing department. Evokes curiosity is one of the play of the Tokopedia advertising in order to integrate their marketing to outreach customers. Emotional process of buying products or services usually called Perceive Hedonic Value includes in this research. This study described the effect of Curiosity and Technology Acceptance Model on Tokopedia Repurchase Intention in Surabaya through Perceive Hedonic Value. One hundred twenty respondents answered a self-constructed questionnaire via google forms and questionnaire paper, only one hundred respondents used in this study. Nine hypotheses were analyzed using simple and multiple linear regression models. The results of this study showed that 6 accepted and 3 rejected hypotheses, Curiosity has significant effect on Perceived Hedonic Value, Perceive Ease of Use has significant effect on Perceive Usefulness, Perceive Hedonic Value and Perceive Ease of Use have significant effect on Attitude, Curiosity and Perceive Usefulness has insignificant effect on Attitude. Perceive Hedonic and Perceive Usefulness have significant effect on Repurchase Intention while Attitude has insignificant effect on Repurchase Intention. The recommendations were to improve the quality of advertising in the field of evokes curiosity even more to have such repurchase intention through fun and good feeling in the process of buying with consistent promotions, discount or events. Other recommendation was how to the website become as easier to use as possible to have such website that enables needs and wants faster also accessible everywhere, anytime so the website become useful to promote repurchase intention in better outcome in the future.