| dc.description.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. | en_US |
