Pengaruh E-Customer Satisfaction, E-Trust Dan Perceived Value Yang Dimoderatori Oleh Prior Online Experience Terhadap Repurchase Intention Pengguna E-Commerce Shopee
Abstract
Pengguna aplikasi mobile Shopee baik sebagai penjual maupun sebagai pembeli, masih banyak komentar bahwa
aplikasi ini kurang memuaskan, terutama pada fitur-fitur yang mendukung seperti barang yang dikirim penjual tidak
sesuai pesanan, proses pengembalian barang, fitur pembayarannya, pelacakan pesanan, aplikasi yang suka error,
gambar yang tidak muncul, serta voucher promo yang tidak bisa digunakan dan masih banyak lagi alasan lainnya.
Adanya review yang buruk tentang penjual atau toko-toko yang berjualan di shopee sehingga menyebabkan e-trust
dan Perceived Value masyarakat untuk berbelanja di shopee menurun dan tidak mau melakukan pembelian kembali
(Repurchase Intention). Penelitian ini bertujuan untuk mengetahui apakah terdapat keterhubungan antara E-Customer
Satisfication, E-Trust dan Perceived Value yang dimoderasi oleh Prior Online Experience Terhadap Repurchase
Intention Pengguna Ecommerce Shopee. Fenomena dalam penelitian ini menggunakan metode deskriptif kuantitatif
dengan teknik pengumpulan data menggunakan kuesioner dengan skala likert dan diolah dengan menggunakan
SMART PLS. Jumlah responden dalam penelitian ini adalah 400 responden pengguna aplikasi Shopee Indonesia.
Hasil penelitian ini diharapkan dapat menunjukkan apakah terdapat keterhubungan antara E-Customer Satisfication,
E-Trust dan Perceived Value yang dimoderasi oleh Prior Online Experience Terhadap Repurchase Intention Pengguna
Ecommerce Shopee.
Keywords-e-customer satisfaction, e-trust, perceived value, repurchase intention, Shopee.
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