SELF DETERMINATION THEORY UNTUK MEMPREDIKSI NIAT BERKELANJUTAN PEMBELIAN ONLINE DI ERA DISRUPSI
Abstract
Era disrupsi yang cepat berganti terutama berbagai kabar tentang online scam yang belum terkendali, juga penurunan berbagai starup besar di tanah air memberi ketertarikan untuk memprediski niat berkelanjutan dalam pembelian online. Dengan menggunakan self determination theory sebagai teori psikologi yang memberi kerangka kerja dalam motivasi manusia digunakan untuk mengkaji pengaruhnya terhadap niat berkelanjutan pembelian online masyarakat. Self Determination theory adalah teori yang memberikan konsepsi mengenai prilaku dilandasi otonomi Metode kuantitatif dengan pemilihan 161 responden menggunakan metode analisa data regresi linier berganda memberikan hasil bahwa self determination theory secara signifikan dapat berpengaruh dalam memprediksi niat berkelanjutan pembelian online di era disrupsi. Variabel yang paling dominan dalam memprediksi pembelian adalah variabel regulasi intrinsik bahwa untuk mendapatkan pengaruh kuat terhadap niat pembelian berulang menggunakan media online, perusahaan harus mampu menemukan rasa kesenangan, kepuasan, dan ketertarikan secara personal untuk memenuhi kebutuhan dari pembeli.
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