Meningkatkan Repurchase Intention Melalui Perceived Ease Of Use dan Perceived Enjoyment

Deva Muzdalifa, Edi Rahmat Taufik

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh hubungan antara perceived ease of use dan perceived enjoyment terhadap repurchase intention dengan customer trust sebagai variabel intervening. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif deskriptif. Populasi dalam penelitian ini adalah seluruh pengguna e-commerce Sociolla di Kota Serang. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Jumlah sampel dalam penelitian ini sebanyak 120 sampel. Metode analisis data dalam penelitian ini adalah dengan menggunakan Structural Equation Modelling (SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa perceived ease of use dan perceived enjoyment berpengaruh positif dan signifikan terhadap repurchase intention, perceived ease of use dan perceived enjoyment berpengaruh positif dan signifikan terhadap customer trust, customer trust berpengaruh positif dan signifikan terhadap repurchase intention, dan customer trust mampu memediasi hubungan antara perceived ease of use dan perceived enjoyment terhadap repurchase intention secara positif dan signifikan.


Keywords


Repurchase Intention; Perceived Ease Of Use, Perceived Enjoyment; Customer Trust

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References


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DOI: http://dx.doi.org/10.35448/jte.v18i1.19907

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