PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP REPURCHASE INTENTION DENGAN E-SATISFACTION SEBAGAI VARIABEL MEDIASI PADA E-COMMERCE ZALORA

MELATI, BELA ANANDA (2024) PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP REPURCHASE INTENTION DENGAN E-SATISFACTION SEBAGAI VARIABEL MEDIASI PADA E-COMMERCE ZALORA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of E-Service Quality and E-Trust on Repurchase Intention with E-Satisfaction as a mediating variable in Zalora E- Commerce. The subjects in this study were consumers who had previously made transactions on Zalora E-Commerce at least twice. The sample used in this study was 195 respondents. The sampling technique uses purposive sampling using a quantitative approach. The data collection technique in this study used an instrument of distributing questionnaires (questionnaires) with primary data sources. The data analysis used is SEM-PLS 3.0 analysis. The results of this study show that (1) E-Service Quality has a positive and significant effect on E- Satisfaction, (2) E-Trust has a positive and significant effect on E-Satisfaction, (3) E-Satisfaction has a positive and significant effect on Repurchase Intention, (4) E- Service Quality has a positive and significant effect on Repurchase Intention, (5)E-Trust has a negative and insignificant effect on Repurchase Intention, (6) E- Service Quality has a positive effect and significant to Repurchase Intentionthrough E-Satisfaction, and (7) E-Trust has a positive and significant effect onRepurchase Intention through E-Satisfaction. Keywords : E-Service Quality, E-Trust, E-Satisfaction, Repurchase Intention, E- Commerce, Zalora Penelitian ini bertujuan untuk menganalisis pengaruh E-Service Quality dan E- Trust terhadap Repurchase Intention dengan E-Satisfaction sebagai variabel mediasi pada E-Commerce Zalora. Subjek pada penelitian ini adalah konsumen yang sebelumnya pernah melakukan transaksi pada E-Commerce Zalora minimal dua kali. Sampel yang digunakan dalam penelitian ini sebanyak 195 responden. Teknik pengambilan sampel menggunakan purposive sampling dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data dalam penelitian ini menggunakan instrument penyebaran kuesioner (angket) dengan sumber data primer. Analisis data yang digunakan adalah analisis SEM-PLS 3.0. Hasil pada penelitian ini menunjukkan bahwa (1) E-Service Quality berpengaruh positif dan signifikan terhadap E-Satisfaction, (2) E-Trust berpengaruh positif dan signifikan terhadap E-Satisfaction, (3) E-Satisfaction berpengaruh positif dan signifikan terhadap Repurchase Intention, (4) E-Service Quality berpengaruh positif dan signifikan terhadap Repurchase Intention, (5) E-Trust berpengaruh negatif dan tidak signifikan terhadap Repurchase Intention, (6) E-Service Quality berpengaruh positif dan signifikan terhadap Repurchase Intention melalui E- Satisfaction, dan (7) E-Trust berpengaruh positif dan signifikan terhadap Repurchase Intention melalui E-Satisfaction. Kata Kunci : E-Service Quality, E-Trust, E-Satisfaction, Repurchase Intention, E- Commerce, Zalora

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