PENGARUH RETURN POLICY LENIENCY, DENGAN MEDIASI PERCEIVED FAIRNESS DAN PERCEIVED QUALITY OF RETURN SERVICE TERHADAP CUSTOMERS REPURCHASE INTENTION PADA PELANGGAN ZALORA INDONESIA

Abstract

E-commerce merupakan segala aktifitas jual beli yang meliputi penyebaran, penjualan, pembelian, serta pemasaran barang atau jasa yang dilakukan dengan mengandalkan sistem elektronik, seperti internet, televisi, maupun jaringan elektronik lainnya. Melalui e-commerce, biaya administrasi serta waktu siklus proses dapat diminimalisir, serta dapat meningkatkan hubungan mitra bisnis dan pelanggan. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Return Policy Leniency, dengan mediasi Perceived Fairness dan Perceived Quality Of Return Service terhadap Customers Repurchase Intention. Bentuk penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah seluruh konsumen Zalora Indonesia dengan jumlah sampel 100 orang yang diambil menggunakan metode Non probabilty sampling. Kriteria sampel pada penelitian ini yaitu pernah melakukan pengembalian produk dalam kurun waktu 6 bulan terakhir. Pengujian dilakukan dengan menggunakan perangkat lunak SmartPLS. Hasil penelitian menunjukkan return policy leniency berpengaruh terhadap perceived fairness of return service, perceived quality of return service dan repurchase intention. Perceived fairness of return service dan perceived quality of return service berpengaruh positif dan signifikan terhadap repurchase intention. Perceived fairness of return service dan perceived quality of return service mampu memediasi pengaruh return policy leniency terhadap repurchase intention.

Kata Kunci: return policy leniency, perceived fairness of return service, perceived quality of return service dan repurchase intention.

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