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

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