Pengaruh Perceived Value, E-trust Dan E-lifestyle Terhadap Repurchase Intention Melalui Customer Satisfaction Sebagai Variabel Intervening (studi Pada Konsumen Tokopedia Di Kota Jakarta)

Ananda Inka Maulani, Arlin Ferlina Mochamad Trenggana

Abstract

ABSTRAK
Peningkatan bisnis dalam bidang e-commerce (perdagangan elektronik) di Indonesia semakin
berkembang yang menjadikan perusahaan e-commerce berlomba-lomba untuk memberikan produk
berkualitas sehingga dapat menciptakan kepuasan konsumen yang dapat mempengaruhi minat beli ulang.
Tujuan dilakukannya penelitian ini adalah untuk mengetahui pengaruh Perceived Value (ð‘¿ðŸ
), E-Trust (ð‘¿ðŸ
)
dan E-Lifestyle (ð‘¿ðŸ‘
) terhadap Repurchase Intention (Y) melalui Customer Satisfaction (Z) sebagai variabel
intervening pada konsumen Tokopedia di Kota Jakarta. Penelitian ini menggunakan metode kuantitatif
dengan jenis penelitian deskriptif dan kausal. Teknik sampling menggunakan teknik non-probability
sampling dengan jenis accidental sampling yang melibatkan 260 responden. Teknik analisis data
menggunakan analisis deskriptif dan analisis SEM dengan bantuan SmartPLS 3.0. Berdasarkan hasil
analisis deskriptif Perceived Value, E-Trust, E-Lifestyle, dan Customer Satisfaction berada pada kategori
baik, dan Repurchase Intention berada pada kategori sangat baik. Sedangkan hasil analisis SmartPLS
menunjukkan bahwa Perceived Value, E-Trust, E-Lifestyle berpengaruh positif dan signifikan terhadap
Repurchase Intention melalui Customer Satisfaction sebagai variabel intervening pada konsumen Tokopedia
di Kota Jakarta.
Kata Kunci: Perceived Value, E-Trust, E-Lifestyle, Customer Satisfaction, Repurchase Intention
ABSTRACT
Increasing business in the field of e-commerce (electronic commerce) in Indonesia is getting bigger
which makes the companies competing to provide good quality of the service and products, above all else, is
determining factor of customer satisfactions which leads to repurchase intention of customer. Therefore, the
objective of this paper is identifying the effects of Perceived Value (ð‘¿ðŸ), E-Trust (ð‘¿ðŸ) and E-Lifestyle (ð‘¿ðŸ‘) to Repurchase Intention (Y) through Customer Satisfaction (Z) as intervening variable for Tokopedia customers
in Jakarta. This paper using quantitative method with descriptive and causal approach with non-probability
sampling (accidental sampling) of 260 respondents. This paper use Desriptive Analysis and SEM analysis to
analyze the data with SmartPLS 3.0. Descriptive analysis shows “good category†on Perceived Value, E-Trust,
E-Lifestyle, and Customer Satisfaction and “great category†for Repurchase Intention. Meanwhile PLS
analysis shows that Perceived Value, E-Trust, E-Lifestyle has positively significance effects on Repurchase
Intention through Customer Satisfaction through Customer Satisfaction (Z) as intervening variable for
Tokopedia customers in Jakarta.
Keywords: Perceived Value, E-Trust, E-Lifestyle, Customer Satisfaction, Repurchase Intention

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