Pengaruh Return Policy Leniency dan Seller Reputation Terhadap Purchase Decision Dimediasi Consumer Trust

https://doi.org/10.35912/jbpd.v1i2.642
Published: Feb 25, 2022

Abstract:

Purpose: This study aims to determine and analyze the effect of return policy leniency and seller reputation on purchase decisions mediated by consumer trust on C2C e-commerce platform users. Based on signaling theory, consumer trust built by return policy leniency and seller reputation will increase purchase decisions.

Method: The population of this study is consumers who have shopped at non-official Shopee stores. The sampling method used was non-probability with the purposive sampling method. Data analysis method used is path analysis PLS-SEM.

Result: The results showed that the return policy leniency affected customer trust and purchase decisions; Seller reputation affected customer trust and purchase decisions.

Limitations: The limitation of this research is that the researcher only uses two variables that affect consumer confidence. In addition, researchers also have not focused on product categories purchased by e-commerce consumers. The number of respondents used was 170 respondents, not enough to represent all e-commerce consumers in Bekasi and Jakarta.

Contribution: This research can be a suggestion and input for online vendors to seriously consider the potential of consumer trust in changing return policies into buying behavior by providing extra guarantees such as return policy leniency in order to gain consumer trust and increase sales.

Keywords:
1. Return Policy Leniency
2. Seller Reputation
3. Purchase Decision
4. Consumer Trust
5. Signaling Theory
Authors:
1 . Puspita Chairun Nisa
2 . Veni Helen Virgita Hutagalung
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How to Cite
Nisa, P. C., & Hutagalung, V. H. V. (2022). Pengaruh Return Policy Leniency dan Seller Reputation Terhadap Purchase Decision Dimediasi Consumer Trust . Jurnal Bisnis Dan Pemasaran Digital, 1(2), 61–75. https://doi.org/10.35912/jbpd.v1i2.642
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Issue & Section
Vol. 1 No. 2 (2022): Januari
Articles
References

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    Bonifield, C., Cole, C., & Schultz, R. L. (2010). Product Returns on the Internet: A Case of Mixed Signals?. Journal of Business Research, 63(9–10), 1058–1065. https://doi.org/10.1016/j.jbusres.2008.12.009

    Bower, A. B., & Maxham, J. G. (2012). Return Shipping Policies of Online Retailers: Normative Assumptions and the Long-Term Consequences of Fee and Free Returns. Journal of Marketing, 76(5), 110–124. https://doi.org/10.1509/jm.10.0419

    Che, J. W. S., Cheung, C. M. K., & Thadani, D. R. (2017). Consumer Purchase Decision in Instagram Stores:The Role of Consumer Trust. Proceedings of the 50th Hawaii International Conference on System Sciences, 24–33. https://doi.org/10.24251/hicss.2017.004

    Chen, J. V., Su, B., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57–69. https://doi.org/10.1016/j.dss.2015.12.008

    Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How Do Product Recommendations Affect Impulse Buying? An Empirical Study on Wechat Social Commerce. Information and Management, 56(2), 236–248. https://doi.org/10.1016/j.im.2018.09.002

    Dabholkar, P. A., & Sheng, X. (2012). Consumer Participation in Using Online Recommendation Agents: Effects on Satisfaction, Trust, And Purchase Intentions. Service Industries Journal, 32(9), 1433–1449. https://doi.org/10.1080/02642069.2011.624596

    Firdaus, A. I., Salim, C., & Saputra, N. (2020). Pengaruh digital engagement dan gamifikasi terhadapwork engagement karyawan yang bekerja di Jakarta danTangerang. Jurnal Akuntansi, Keuangan, Dan Manajemen (Jakman), 1(4), 265–286. https://doi.org/https://doi.org/10.35912/jakman.v1i4.45

    Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382. https://doi.org/10.2307/3150980

    Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS) (4th ed.). Semarang: Badan Penerbit Universitas Diponegoro.

    Griffis, S. E., Rao, S., Goldsby, T. J., & Niranjan, T. T. (2012). The customer consequences of returns in online retailing: An empirical analysis. Journal of Operations Management, 30(4), 282–294. https://doi.org/10.1016/j.jom.2012.02.002

    Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis 7th Edition (7th ed.). Britania Raya: Prentice Hall.

    Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

    Haruvy, E., & Leszczyc, P. T. L. P. (2016). Measuring the Impact of Price Guarantees on Bidding in Consumer Online Auctions. Journal of Retailing, 92(1), 96–108. https://doi.org/10.1016/j.jretai.2015.07.003

    Henslowe, P. (2012). The Art and Science of Public Relations, 3. Jakarta: Erlangga.

    Herwin, H., & Abadi, F. (2018). Pengaruh Reputasi Perusahaan Dan Reputasi Vendor terhadap Keputusan Pembelian Secara Online dengan Kepercayaan Konsumen Sebagai Variabel Antara. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 3(3), 353–364. https://doi.org/10.36226/jrmb.v3i3.161

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    Hong, Ilyoo B., & Cha, H. S. (2013). The Mediating Role of Consumer Trust in an Online Merchant in Predicting Purchase Intention. International Journal of Information Management, 33(6), 927–939. https://doi.org/10.1016/j.ijinfomgt.2013.08.007

    Hong, Ilyoo Barry. (2018). Building initial trust in an intermediary in B2C online marketplaces: The Korean evidence from Interpark.com. Journal of Global Information Management (JGIM), 26(2), 27–47. https://doi.org/10.4018/JGIM.2018040102

    Hutamy, E. T., Marham, A., Alisyahbana, A. N. Q. A., Arisah, N., & Hasan, M. (2021). Analisis Penerapan Bisnis Model Canvas pada Usaha Mikro Wirausaha Generasi Z. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 1–11. https://doi.org/10.35912/jbpd.v1i1.453

    Janakiraman, N., Syrdal, H. A., & Freling, R. (2016). The Effect of Return Policy Leniency on Consumer Purchase and Return Decisions: A Meta-analytic Review. Journal of Retailing, 92(2), 226–235. https://doi.org/10.1016/j.jretai.2015.11.002

    Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The Effect of Prior Knowledge and Decision-Making Style on the Online Purchase Decision-Making Process: A Typology of Consumer Shopping Behaviour. Decision Support Systems, 77, 137–147. https://doi.org/10.1016/j.dss.2015.06.004

    Kim, J., & Lennon, S. J. (2013). Effects of Reputation and Website Quality on Online Consumers’ Emotion, Perceived Risk and Purchase Intention: Based on the Stimulus-Organism-Response Model. Journal of Research in Interactive Marketing, 7(1), 33–56. https://doi.org/10.1108/17505931311316734

    Kirmani, A., & Rao, A. R. (2000). No Pain , No Gain : A Critical Review of the Literature on Signaling.

    Laudon, K. C., & Traver, C. G. (2017). E-Commerce 2017: Business, Technology, Society. Thirteenth Edition. England: Pearson.

    Leeraphong, A., & Mardjo, A. (2013). Trust and Risk in Purchase Intention through Online Social Network: A Focus Group Study of Facebook in Thailand. Journal of Economics, Business and Management, 5(3), 314–318. https://doi.org/10.7763/joebm.2013.v1.68

    Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://doi.org/10.1080/1743727x.2015.1005806

    Leonard, L. N. K., & Jones, K. (2019). Trust in C2C Electronic Commerce: Ten Years Later. Journal of Computer Information Systems, 0(0), 1–7. https://doi.org/10.1080/08874417.2019.1598829

    Matz, S. A. (2010). Cookie and Cracker Technology. Bandung: AVI Publishing Company Inc. London. Diterjemahkan oleh Penerbit Indeks.

    Mufid, M. A., & Yunus, M. (2020). Pengaruh Online Purchase Return Policy Leniency Terhadap Keputusan Pembelian yang Dimediasi Oleh Kepercayaan Konsumen Online Shop Tokopedia di Kota Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 5(4), 715–727.

    Murti, H. T., Puspita, V., & Ratih, P. (2021). Pemanfaatan Teknologi Informasi dan Manajemen Perubahan Organisasi dalam Mendukung Bisnis Berkelanjutan Pasca Covid-19 pada UMKM di Kota Bengkulu. Jurnal Bisnis Dan Pemasaran Digital (JBPD), 1(1), 33–41.

    Oghazi, P., Karlsson, S., Hellström, D., & Hjort, K. (2018). Online purchase return policy leniency and purchase decision: Mediating role of consumer trust. Journal of Retailing and Consumer Services, 190–200. https://doi.org/10.1016/j.jretconser.2017.12.007

    Ong, C., & Chan, C. (2016). The Influence of Merchant Reputation on Consumer Decisions to Shop Online. Americas Conference on Information Systems (AMCIS). Retrieved from https://aisel.aisnet.org/amcis2016/DigitalComm/Presentations/16

    Peter, J. P., & Olson, J. C. (2010). Consumer Behaviour & Marketing Strategy (9th Editio). New York: McGraw-Hill Irwin.

    Rao, S., Lee, K. B., Connelly, B., & Iyengar, D. (2017). Return Time Leniency in Online Retail: A Signaling Theory Perspective on Buying Outcomes. Decision Sciences, 49(2), 275–305. https://doi.org/10.1111/deci.12275

    Rokonuzzaman, M., Iyer, P., & Harun, A. (2021). Return policy, No joke: An investigation into the impact of a retailer’s return policy on consumers’ decision making. Journal of Retailing and Consumer Services, 102346. https://doi.org/10.1016/j.jretconser.2020.102346

    Six, F., Nooteboom, B., & Hoogendoorn, A. (2010). Actions that build interpersonal trust: A relational signalling perspective. In Review of Social Economy, 68. https://doi.org/10.1080/00346760902756487

    Strader, T. J., & Ramaswami, S. N. (2002). The value of seller trustworthiness in C2C online markets. Communications of the ACM, 45(12), 45–49. https://doi.org/10.1145/585597.585600

    Tadelis, S. (2016). The economics of reputation and feedback systems in e-commerce marketplaces. IEEE Internet Computing, 20(1), 12–19. https://doi.org/10.1109/MIC.2015.140

    Wang, Y., Anderson, J., Joo, S. J., & Huscroft, J. R. (2019). The leniency of return policy and consumers’ repurchase intention in online retailing. Industrial Management and Data Systems, 120(1), 21–39. https://doi.org/10.1108/IMDS-01-2019-0016

    Wood, S. L. (2001). Remote purchase environments: The influence of return policy leniency on two-stage decision processes. Journal of Marketing Research, 38(2), 157–169. https://doi.org/10.1509/jmkr.38.2.157.18847

    Zahara, A. N., Rini, E. S., & Sembiring, B. K. F. (2021). The Influence of Seller Reputation and Online Customer Reviews towards Purchase Decisions through Consumer Trust from C2C E-Commerce Platform Users in Medan, North Sumatera, Indonesia. International Journal of Research and Review, 8(2), 422–438. Retrieved from https://www.ijrrjournal.com/IJRR_Vol.8_Issue.2_Feb2021/IJRR-Abstract055.html

    Zhang, J., Li, H., Yan, R., & Johnston, C. (2017). Examining the signaling effect of e-tailers’ return policies. Journal of Computer Information Systems, 57(3), 191–200. https://doi.org/10.1080/08874417.2016.1183989

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  2. Badan Perlindungan Konsumen Nasional. (2020). Badan Perlindungan Konsumen Nasional. Retrieved from https://www.bpkn.go.id/posts/show/id/2040
  3. Blackwell, R. D., Miniard, P. W., Engel, J. F., & Rahman, Z. (2018). Consumer Behavior. India: Cengage.
  4. Bonifield, C., Cole, C., & Schultz, R. L. (2010). Product Returns on the Internet: A Case of Mixed Signals?. Journal of Business Research, 63(9–10), 1058–1065. https://doi.org/10.1016/j.jbusres.2008.12.009
  5. Bower, A. B., & Maxham, J. G. (2012). Return Shipping Policies of Online Retailers: Normative Assumptions and the Long-Term Consequences of Fee and Free Returns. Journal of Marketing, 76(5), 110–124. https://doi.org/10.1509/jm.10.0419
  6. Che, J. W. S., Cheung, C. M. K., & Thadani, D. R. (2017). Consumer Purchase Decision in Instagram Stores:The Role of Consumer Trust. Proceedings of the 50th Hawaii International Conference on System Sciences, 24–33. https://doi.org/10.24251/hicss.2017.004
  7. Chen, J. V., Su, B., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57–69. https://doi.org/10.1016/j.dss.2015.12.008
  8. Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How Do Product Recommendations Affect Impulse Buying? An Empirical Study on Wechat Social Commerce. Information and Management, 56(2), 236–248. https://doi.org/10.1016/j.im.2018.09.002
  9. Dabholkar, P. A., & Sheng, X. (2012). Consumer Participation in Using Online Recommendation Agents: Effects on Satisfaction, Trust, And Purchase Intentions. Service Industries Journal, 32(9), 1433–1449. https://doi.org/10.1080/02642069.2011.624596
  10. Firdaus, A. I., Salim, C., & Saputra, N. (2020). Pengaruh digital engagement dan gamifikasi terhadapwork engagement karyawan yang bekerja di Jakarta danTangerang. Jurnal Akuntansi, Keuangan, Dan Manajemen (Jakman), 1(4), 265–286. https://doi.org/https://doi.org/10.35912/jakman.v1i4.45
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  16. Haruvy, E., & Leszczyc, P. T. L. P. (2016). Measuring the Impact of Price Guarantees on Bidding in Consumer Online Auctions. Journal of Retailing, 92(1), 96–108. https://doi.org/10.1016/j.jretai.2015.07.003
  17. Henslowe, P. (2012). The Art and Science of Public Relations, 3. Jakarta: Erlangga.
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  19. Holtzman, S. (1988). Intelligent Decision Systems. Reading, Mass: Addison-Wesley.
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  21. Hong, Ilyoo Barry. (2018). Building initial trust in an intermediary in B2C online marketplaces: The Korean evidence from Interpark.com. Journal of Global Information Management (JGIM), 26(2), 27–47. https://doi.org/10.4018/JGIM.2018040102
  22. Hutamy, E. T., Marham, A., Alisyahbana, A. N. Q. A., Arisah, N., & Hasan, M. (2021). Analisis Penerapan Bisnis Model Canvas pada Usaha Mikro Wirausaha Generasi Z. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 1–11. https://doi.org/10.35912/jbpd.v1i1.453
  23. Janakiraman, N., Syrdal, H. A., & Freling, R. (2016). The Effect of Return Policy Leniency on Consumer Purchase and Return Decisions: A Meta-analytic Review. Journal of Retailing, 92(2), 226–235. https://doi.org/10.1016/j.jretai.2015.11.002
  24. Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The Effect of Prior Knowledge and Decision-Making Style on the Online Purchase Decision-Making Process: A Typology of Consumer Shopping Behaviour. Decision Support Systems, 77, 137–147. https://doi.org/10.1016/j.dss.2015.06.004
  25. Kim, J., & Lennon, S. J. (2013). Effects of Reputation and Website Quality on Online Consumers’ Emotion, Perceived Risk and Purchase Intention: Based on the Stimulus-Organism-Response Model. Journal of Research in Interactive Marketing, 7(1), 33–56. https://doi.org/10.1108/17505931311316734
  26. Kirmani, A., & Rao, A. R. (2000). No Pain , No Gain?: A Critical Review of the Literature on Signaling.
  27. Laudon, K. C., & Traver, C. G. (2017). E-Commerce 2017: Business, Technology, Society. Thirteenth Edition. England: Pearson.
  28. Leeraphong, A., & Mardjo, A. (2013). Trust and Risk in Purchase Intention through Online Social Network: A Focus Group Study of Facebook in Thailand. Journal of Economics, Business and Management, 5(3), 314–318. https://doi.org/10.7763/joebm.2013.v1.68
  29. Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://doi.org/10.1080/1743727x.2015.1005806
  30. Leonard, L. N. K., & Jones, K. (2019). Trust in C2C Electronic Commerce: Ten Years Later. Journal of Computer Information Systems, 0(0), 1–7. https://doi.org/10.1080/08874417.2019.1598829
  31. Matz, S. A. (2010). Cookie and Cracker Technology. Bandung: AVI Publishing Company Inc. London. Diterjemahkan oleh Penerbit Indeks.
  32. Mufid, M. A., & Yunus, M. (2020). Pengaruh Online Purchase Return Policy Leniency Terhadap Keputusan Pembelian yang Dimediasi Oleh Kepercayaan Konsumen Online Shop Tokopedia di Kota Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 5(4), 715–727.
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  34. Oghazi, P., Karlsson, S., Hellström, D., & Hjort, K. (2018). Online purchase return policy leniency and purchase decision: Mediating role of consumer trust. Journal of Retailing and Consumer Services, 190–200. https://doi.org/10.1016/j.jretconser.2017.12.007
  35. Ong, C., & Chan, C. (2016). The Influence of Merchant Reputation on Consumer Decisions to Shop Online. Americas Conference on Information Systems (AMCIS). Retrieved from https://aisel.aisnet.org/amcis2016/DigitalComm/Presentations/16
  36. Peter, J. P., & Olson, J. C. (2010). Consumer Behaviour & Marketing Strategy (9th Editio). New York: McGraw-Hill Irwin.
  37. Rao, S., Lee, K. B., Connelly, B., & Iyengar, D. (2017). Return Time Leniency in Online Retail: A Signaling Theory Perspective on Buying Outcomes. Decision Sciences, 49(2), 275–305. https://doi.org/10.1111/deci.12275
  38. Rokonuzzaman, M., Iyer, P., & Harun, A. (2021). Return policy, No joke: An investigation into the impact of a retailer’s return policy on consumers’ decision making. Journal of Retailing and Consumer Services, 102346. https://doi.org/10.1016/j.jretconser.2020.102346
  39. Six, F., Nooteboom, B., & Hoogendoorn, A. (2010). Actions that build interpersonal trust: A relational signalling perspective. In Review of Social Economy, 68. https://doi.org/10.1080/00346760902756487
  40. Strader, T. J., & Ramaswami, S. N. (2002). The value of seller trustworthiness in C2C online markets. Communications of the ACM, 45(12), 45–49. https://doi.org/10.1145/585597.585600
  41. Tadelis, S. (2016). The economics of reputation and feedback systems in e-commerce marketplaces. IEEE Internet Computing, 20(1), 12–19. https://doi.org/10.1109/MIC.2015.140
  42. Wang, Y., Anderson, J., Joo, S. J., & Huscroft, J. R. (2019). The leniency of return policy and consumers’ repurchase intention in online retailing. Industrial Management and Data Systems, 120(1), 21–39. https://doi.org/10.1108/IMDS-01-2019-0016
  43. Wood, S. L. (2001). Remote purchase environments: The influence of return policy leniency on two-stage decision processes. Journal of Marketing Research, 38(2), 157–169. https://doi.org/10.1509/jmkr.38.2.157.18847
  44. Zahara, A. N., Rini, E. S., & Sembiring, B. K. F. (2021). The Influence of Seller Reputation and Online Customer Reviews towards Purchase Decisions through Consumer Trust from C2C E-Commerce Platform Users in Medan, North Sumatera, Indonesia. International Journal of Research and Review, 8(2), 422–438. Retrieved from https://www.ijrrjournal.com/IJRR_Vol.8_Issue.2_Feb2021/IJRR-Abstract055.html
  45. Zhang, J., Li, H., Yan, R., & Johnston, C. (2017). Examining the signaling effect of e-tailers’ return policies. Journal of Computer Information Systems, 57(3), 191–200. https://doi.org/10.1080/08874417.2016.1183989