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.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2),
–211. https://doi.org/10.1016/0749- 5978(91)90020-T
Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research
(Reading). Addison-Wesley.
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behaviour. Englewood Cliffs.
Ali, A., & Bhasin, J. (2019). Understanding Customer Repurchase Intention in E- commerce: Role of Perceived Price,
Delivery Quality, and Perceived Value. Jindal Journal of Business Research, 8(2), 142–157.
https://doi.org/10.1177/2278682119850275
Ali Abumalloh, R., Ibrahim, O., & Nilashi, M. (2020). Loyalty of young female Arabic customers towards
recommendation agents: A new model for B2C E- commerce. Technology in Society, 61(April).
https://doi.org/10.1016/j.techsoc.2020.101253
Ananggadipa, S. (2021). Mengenal Sea Group, Induk Shopee yang Disebut sebagai
https://www.kompasiana.com/septianangga/6062f8c0d541df1fc502f872/men genal-sea-group-induk-shopee-yangdisebut-
sebagai-thanos
Annaraud, K., & Berezina, K. (2020). Predicting satisfaction and intentions to use online food delivery: What really
makes a difference? Journal of Food Service Business Research, 23(4), 305–323.
https://www.tandfonline.com/doi/abs/10.1080/15378020.2020.1768039
Annur, C. M. (2022). Google Prediksi E-commerce Indonesia Terus Menguat sampai 2025. Databoks.
https://databoks.katadata.co.id/datapublish/2022/10/28/google-prediksi-e- commerce-indonesia-terusmenguat-
sampai-2025
Aulia, D. D. (2022). Shopee Torehkan Sejumlah Pencapaian di 2021, Ini Faktanya. Detik Inet.
https://inet.detik.com/business/d-6010636/shopee-torehkan-sejumlah-pencapaian-di-2021-ini faktanya
Aurelia, F., & Nawawi, M. T. (2021). Pengaruh Customer Satisfaction, Perceived Value, Dan Trust Terhadap Online
Repurchase Intention Pada Fashion Di Instagram Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 3(1), 117.
https://doi.org/10.24912/jmk.v3i1.11296
Azizah, L. N. (2021). Pendiri Shopee dan Kisah Perjalanan Karirnya. Gramedia Blog.
https://www.gramedia.com/literasi/pendiri-shopee/
Chen, R., & He, F. (2003, August 1). Examination of brand knowledge, perceived risk and consumers’ intention to
adopt an online retailer. https://doi.org/10.1080/1478336032000053825
Conner, M. (2020). Theory of Planned Behavior (G. Tenenbaum & R. C. Eklund (eds.); 4 Edition). Wiley Online
Library.
Colby, C.L. and Parasuraman, A. (2003),
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.
Management Information Systems Research Center, 13(3), 319–340. https://www.jstor.org/stable/249008
Dewi, I. R. (2022, June 9). Data Terbaru! Berapa Pengguna Internet Indonesia 2022? CNBC Indonesia.
https://www.cnbcindonesia. com/tech/20220609153306-37-345740/data-terbaru-berapa-pengguna-internetindonesia-
Dhingra, S., Gupta, S., & Bhatt, R. (2020). A study of relationship among service quality of E-Commerce websites,
customer satisfaction, and purchase intention. International Journal of E-Business Research, 16(3), 42–59.
https://doi.org/10.4018/IJEBR.2020070103
Faizal, & Adhi. (2020). Users’ Expectation and Perception Gap Analysis of Telkom University Website with Modified
WebQual 4.0 Method. International Journal of Information Science and Management
Giannelis, M. (2022, November 22). Impact Of The Internet On Modern Society. Tech Business News.
https://www.techbusinessnews.com.au/blog/impact-of- the-internet-on-modern-society/
Gligor, D., & Bozkurt, S. (2020). FsQCA versus regression: The context of customer engagement. Journal of
Retailing and Consumer Services, 52(March 2019), 101929. https://doi.org/10.1016/j.jretconser.2019.101929
Google. (2022). Economy Sea Report.
https://services.google.com/fh/files/misc/e_conomy_sea_2022_report.pdf Hamid, R. S., & Anwar, S. M. (2019).
STRUCTURAL EQUATION MODELING (SEM) BERBASIS VARIAN: Konsep Dasar dan Aplikasi dengan Program SmartPLS 3.2.8 dalam Riset Bisnis
(Abiratno, S. Nurdiyanti, & A. D. Raksanagara, Eds.; 1st ed.). PT Inkubator Penulis Indonesia.
www.institutpenulis.id
Hilligoss, B. and Rieh, S.Y. (2008),
heuristics, and interaction in context=, Information Processing and Management, Vol. 44, pp. 1467-1484.
Hult, G.T.M., Sharma, P.N., Morgeson, F.V. and Zhang, Y. (2019),
satisfaction: do they differ across online and offline purchases?=, Journal of Retailing, Vol. 95, pp. 10-23.
Indah, A. (2022). Perkembangan Teknologi Informasi di Era Digital. Kumparan. https://kumparan.com/anggitaindah/
perkembangan teknologi-informasi-di- era-digital-1xcSs1SRrKh/1
Indrawati. (2015). Metode Penelitian Manajemen dan Bisnis: Konvergensi Teknologi Komunikasi dan Informasi.
Bandung: Refika Aditama.
Jakpat. (2022). Platform E-Commerce Pilihan Masyarakat Indonesia. Jakpat. https://jakpat.net/
Javed, M. K., & Wu, M. (2020). Effects of online retailer after delivery services on repurchase intention: An empirical
analysis of customers’ past experience and future confidence with the retailer. Journal of Retailing and
Consumer Services, 54(July 2019), 101942.
https://doi.org/10.1016/j.jretconser.2019.101942
Jiang, Y., Miao, M., Jalees, T., & Zaman, S. I. (2019). Analysis of the moral mechanism to purchase counterfeit
luxury goods: evidence from China. Asia Pacific Journal of Marketing and Logistics, 31(3), 647–669.
https://doi.org/10.1108/APJML-05-2018-0190
Kante, M., Chepken, C., & Oboko, R. (2018). Partial Least Square Structural Equation Modelling’ use in Information
Systems: An Updated Guideline of Practices in Exploratory Settings. Kabarak Journal of Research &
Innovation,
(1), 49–67. http://eserver.kabarak.ac.ke/ojs/
Khan, M.A., Zubair, S.S. and Malik, M. (2019),
case of online shopping in Pakistan=, South Asian Journal of Business Studies, Vol. 8 No. 3, pp. 283-302.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th Editi). Pearson Education.
Kumparan.com. (2022). Profil Perusahaan Shopee sebagai Aplikasi Belanja Online Asia. Kumparan.
https://kumparan.com/berita-terkini/profil-perusahaan- shopee-sebagai-aplikasi-belanja-online-asia-
y5jwp8MoSo/full
Lee, J., & Lee, Y. (2019). Does online shopping make consumers feel better? Exploring online retail therapy effects
on consumers’ attitudes towards online shopping malls. Asia Pacific Journal of Marketing and Logistics, 31(2),
– 479. https://doi.org/10.1108/APJML-06-2018-0210
Liputan6.com. (2021). Shopee Jadi Raja E-Commerce Indonesia di 2021. Liputan
https://www.liputan6.com/bisnis/read/4872300/shopee-jadi-raja-e- commerce-indonesia-di-2021
Liputan6.com. (2022). Transaksi E-Commerce Indonesia Rp 108,54 Triliun di Kuartal I-2022. Liputan 6.
https://www.liputan6.com/bisnis/read/5032523/transaksi-e-commerce- indonesia-rp-10854-triliun-di-kuartal-i-2022
Mahadin, B., Akroush, M. N., & Bata, H. (2020). The effects of tourism websites’ attributes on e-satisfaction and eloyalty:
A case of American travellers’ to Jordan. International Journal of Web Based Communities, 16(1), 4–
https://doi.org/10.1504/IJWBC.2020.105124
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N., & Javed, M. K. (2021). The influence of e-customer
satisfaction , e-trust and perceived value on consumer ’ s repurchase intention in B2C e-commerce segment.
Asia Pacific Journal of Marketing and Logistics, 34(72172129). https://doi.org/10.1108/APJML-03- 2021-0221
Micu, A. E., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). Online customer experience in eretailing:
implications for web entrepreneurship.
International Entrepreneurship and Management Journal, 15(2), 651–675. https://doi.org/10.1007/s11365-019-
-x
Mortimer, G., Fazal-E-Hasan, S.M., Grimmer, M. and Grimmer, L. (2020),
religiosity, perceived risk and moral potency on purchase intentions=, Journal of Retailing and Consumer
Services, Vol. 55, p. 102115.
Munadie, N. A., & Widodo, T. (2019). Anteseden yang mempengaruhi mobile game loyalty dan dampaknya terhadap
In-App Purchase Intention. BISMA (Bisnis Dan Manajemen), 11(2).
https://journal.unesa.ac.id/index.php/bisma/index.
Musyaffi, A. M., Khairunnisa, H., & Respati, D. K. (2021). Konsep Dasar Structural Equation Model - Partial Least
Square (SEM-PLS) Menggunakan Smart PLS. Pascal Books.
Navrilla, R. (2020). Ini Dia! Fakta Menarik Dari Shopee. Jagad Media. https://www.jagadmedia.id/2020/10/ini-diafakta-
menarik-dari-logo- shopee.html
Nielsen, J. (2000). Designing Web Usability. New Riders Publishing.
Nofiyanti, N., & Wiwoho, G. (2020). Pengaruh Perceived Usefulness dan Perceived Value Terhadap Online
Repurchase Intention pada Marketplace Shopee di Kecamatan Kebumen dengan Customer Satisfaction sebagai
Variabel Intervening. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(2), 281–290.
https://doi.org/10.32639/jimmba.v2i2.477
Notoatmodjo,S.2002. Metodologi Penelitian Kesehatan. Rineka Cipta, Jakarta Nugraha, S., & Nuraeni, D. (2021).
Peran Teknologi Internet Dalam E-Commerce.
Journal Civics & Social Studies, 5(2), 181–191. https://doi.org/10.31980/civicos.v5i2.1474
Patrada, R. and Andajani, E. (2021),
Journal of Proceedings Series, pp. 219-227.
Petrosyan, A. (2023). Worldwide Digital Population 2023. Statista.
https://www.statista.com/statistics/617136/digital-population-worldwide/
Prasetio A, Rahman D, Sari F et al. (2022). The role of Instagram social media marketing activities and brand equity
towards airlines customer response. International Journal of Data and Network Science
Priyadi, & Adhi. (2018). Implementation of supply chain business application through business model canvas and
waterfall framework collaborations for fish farmers SMEs in ulekan market bandung. 2nd International
Conference on Computing and Applied Informatics 2017
Quan, N. H., Chi, N. T. K., Nhung, D. T. H., Ngan, N. T. K., & Phong, L. T. (2020).
The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction.
Management Science Letters, 10(1), 63–76. https://doi.org/10.5267/j.msl.2019.8.015
Rizaty, M. A. (2023). Pengguna Internet di Indonesia Sentuh 212 Juta pada 2023. Dataindonesia.Id.
https://dataindonesia.id/Digital/detail/pengguna-internet- di-indonesia-sentuh-212-juta-pada-2023
Rodríguez, P., Villarreal, R., Valiño, P. C., & Blozis, S. (2020). A PLS-SEM approach to understanding E-SQ, ESatisfaction
and E-Loyalty for fashion E- Retailers in Spain. Journal of Retailing and Consumer Services, 57,
https://www.sciencedirect.com/science/article/abs/pii/S0969698919315619
Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach. Wiley.
Shopee.co.id. (2023). Tentang Shopee. https://careers.shopee.co.id/about Sugiyono. (2019). Metode Penelitian
Kuantitatif, Kualitatif dan R&D. Alfabeta. Suteja, J. (2023). Shopee, Tokopedia, dan
Lazada, Siapa Juara?
https://investor.id/business/319585/shopee-tokopedia-dan-lazada-siapa-juara Wang, K. (2015). Determinants of
Mobile Value-Added Services Continuance: The
Mediating Role of Service Experience. Information and Management, 52, 261–274.
https://www.researchgate.net/publication/268868367_Determinants_of_Mob
ile_ValueAdded_Services_Continuance_The_Mediating_Role_of_Service_Experience
Wearesocial.com. (2023). The Changing World of Digital In 2023. We Are Social.
https://wearesocial.com/uk/blog/2023/01/the-changing-world-of-digital-in- 2023/
X. Guo, K. C. Ling and M. Liu, Evaluating factors influencing customer satisfaction towards online shopping in
China, Asian Social Science, vol. 8, no. 13, pp. 40- 50, 2012.
Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2021). Impulse buying in social commerce:
bundle offer, top reviews, and emotional intelligence. Asia Pacific Journal of Marketing and Logistics, 33(4),
–973. https://doi.org/10.1108/APJML-08-2019-0495.
Zeithaml, V.A. (1988),
evidence=, Journal of Marketing, Vol. 52, pp. 2-22.
Zhu, W., Mou, J., & Benyoucef, M. (2019). Exploring purchase intention in cross- border E-commerce: A three stage
model. Journal of Retailing and Consumer Services, 51(June), 320–330.
https://doi.org/10.1016/j.jretconser.2019.07.004. Kotler, Philip dan Kevin Lane Keller. 2009. Manajemen
Pemasaran. Jakarta: Erlangga.
