$(this) doesn’t work in a function

The problem is that inside the success callback, this does not have the value you expect it to.

However, you do have access to this (with the expected value) inside loadWithoutCache itself. So you can achieve your goal by saving $(this) into a local variable and accessing it from inside the success handler (creating a closure).

This is what you need to do:

$.fn.loadWithoutCache = function (){
 var $el = $(this);
 $.ajax({
     url: arguments[0],
     cache: false,
     dataType: "html",
     success: function(data) {
        $el.html(data);
        alert(data);
    }
 });
}

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