PERAN KEPERCAYAAN MEMEDIASI PENGARUH CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION KONSUMEN SHOPEE
| Main Authors: | Dananjaya, Putu Arya, Giantari, I Gst. Ayu Kt. |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2023
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| Online Access: |
https://ojs.unud.ac.id/index.php/eeb/article/view/89151 https://ojs.unud.ac.id/index.php/eeb/article/view/89151/51829 |
Daftar Isi:
- Technological advances make changes in many fields as well as changes in consumer shopping behavior where there is a shifting from conventional shopping to shopping online and making competition between e-commerce increase. To win the competition, e-commerce must be able to make users reuse services in the future. This study aim to examines the role of trust in mediating customers experiences on repurchases intentions in Shopee consumers. The population in this study are all Shopee application users who are domiciled in Denpasar City. The sampling technique used in is proportional sampling with 120 respondents. Data collected using a questionnaire. This research uses path analysis. Results show customers experiences has a positive significant effects on repurchases intentions, customers experiences has a positive significant effects on trusts, trusts has a positive significant effects on repurchases intention and trusts is a mediating variable between customers experiences on repurchases intentions on shopee consumers.
- Majunya teknologi menciptakan pergeseran dalam perilaku berbelanja konsumen yang mana terdapat tendensi dari belanja konvensional ke online dan membuat persaingan antar e-commerce semakin ketat. Untuk memenangkan persaingan e-commerce harus mampu membuat penggunanya menggunakan kembali layanan di masa mendatang. Penelitian ini bertujuan untuk menguji dan menjelaskan peran kepercayaan memediasi customer experience terhadap repurchase intention pada konsumen Shopee. Populasi penelitian ialah pengguna Shopee berdomisili di Denpasar. Teknik pengambilan sampel adalah purposive sampling dengan 120 responden. Pengumpulan data dilakukan dengan menggunakan alat bantu kuesioner. Penelitian ini menggunakan teknik analisis path. Hasil Penelitian menunjukkan Customer experience berpengaruh positif dan signifikan terhadap Repurchase intention, Customer experience berpengaruh positif dan signifikan terhadap kepercayaan, kepercayaan berpengaruh positif dan signifikan terhadap repurchase intention dan kepercayaan mampu memediasi pengaruh antara Customer experience terhadap repurchase intention pada konsumen shopee.