PENGARUH WEBSITE QUALITY DAN E-SERVICE QUALITY TERHADAP REPURCHASE INTENTION PADA TOKOPEDIA DENGAN E-TRUST SEBAGAI VARIABEL INTERVENING

Abstract

ABSTRAK

Analisis dalam penelitian ini bertujuan untuk menganalisis hubungan Website Quality, E-Service Quality terhadap Repurchase Intention dengan melalui jalur intervening berupa E-Trust pada perusahaan Tokopedia yang dilakukan di Kota Pontianak dengan sasaran pada responden berusia 17 tahun keatas dan pernah melakukan belanja online di Tokopedia selama 1 kali belanja dalam 6 bulan terakhir. Secara pengambilan sampel dilakukan dengan teknik non-probability sampling dengan purposive sampling yang dikumpulkan dengan metode kusioner sebanyak 100 responden. Pada hasil analisis penelitian menunjukkan bahwa Website Quality tidak berpengaruh terhadap Repurchase Intention, dengan E-Service Quality dan E-Trust berpengaruh pada Repurchase Intention. Hasil Website Quality dan E-Service Quality berpengaruh terhadap E-Trust. Pada analisis jalur tidak langsung Website Quality dan E-Service Quality memiliki pengaruh terhadap Repurchase Intention melalui E-Trust sebagai intervening. Sehingga, Tokopedia disarankan dapat fokus meningkatkan E-Service Quality dan E-Trust yang disebabkan keduanya signifikan dalam mendorong Repurchase Intention,  sementara Website Quality penting sebagai pendukung melalui peningkatan E-Trust.

Kata Kunci: Website Quality, E-Service Quality, Repurchase Intention, E-Trust, Tokopedia.

Referensi

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