Bagaimana E-Serqual dalam Repeat Purchase Intention pada Zalora Indonesia (Studi Pada Kota Cilegon)

Rika Mariana, E.R. Taufik, Lutfi Lutfi

Abstract


Populasi internet di Indonesia telah berkembang pesat, memberikan kesempatan bagi para pemasar yang ingin mengeksplorasi dan mengembangkan kemungkinan dari e-commerce. Studi ini untuk meneliti faktor-faktor yang mempengaruhi niat pembelian berulang pada pelanggan e-commerce Zalora terutama untuk generasi milenial di kota Cilegon, menggunakan teori TAM (Technology Acceptance Model). Tujuan dari artikel ini adalah untuk mengembangkan model yang menentukan RPI pada e-commerce Zalora Indonesia. Total 120 jawaban valid diperiksa melalui Structural Equation Modelling (SEM) dengan smartPLS3 untuk menguji hipotesis. Temuan ini mengungkapkan bagaimana hubungan e-trust berfungsi sebagai variabel mediasi berpengaruh terhadap RPI. Diperkirakan bahwa hasilnya akan memberikan wawasan tentang cara membangun model yang mendukung pelanggan untuk melakukan RPI. Hal ini diharapkan bahwa desainer web dapat membuat toko online yang dapat meningkatkan kepercayaan dan mendorong pembelian kembali.

Keywords


E-commerce; Zalora; E-serv-qual; e-trust; repeat purchase intention (RPI).

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References


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DOI: http://dx.doi.org/10.35448/jrbmt.v8i1.24178

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