Pengaruh Customer Trust, E-WOM, E-Service Quality, dan Perceived Value terhadap Repurchase Intention dengan Customer Satisfaction sebagai Variabel Mediasi pada Pengguna Shopee

Abstrak

Abstract This study aims to examine the impact of customer trust, e-WOM (electronic word of mouth), e-service quality, and perceived value on repurchase intention with customer satisfaction as a mediating variable. This study employed a quantitative approach, collecting data from 155 Shopee users in Indonesia via questionnaires. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software. The results of the data analysis show that customer trust, e-WOM, e-service quality, and perceived value have a positive and significant influence on customer satisfaction. Furthermore, e-WOM, e-service quality, perceived value, and customer satisfaction have a positive and significant influence on repurchase intention, while customer trust has no significant influence on repurchase intention. Abstrak Penelitian ini bertujuan untuk mengkaji dampak kepercayaan pelanggan, e-WOM (electronic word of mouth), e-service quality, dan perceived value terhadap niat pembelian ulang dengan kepuasan pelanggan sebagai variabel mediasi. Metode yang digunakan adalah pendekatan kuantitatif dengan menyebarkan kuesioner kepada 155 pengguna Shopee di Indonesia. Data yang terkumpul dianalisis dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SmartPLS. Hasil analisis data menunjukkan bahwa kepercayaan pelanggan, e-WOM, e-service quality, dan perceived value memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Selanjutnya, e-WOM, e-service quality, perceived value, dan kepuasan pelanggan memiliki pengaruh positif dan signifikan terhadap niat pembelian ulang, sedangkan kepercayaan pelanggan tidak memiliki pengaruh signifikan terhadap niat pembelian ulang.