PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN DAN PERSEPSI KENIKMATAN TERHADAP NIAT PEMBELIAN ULANG : KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI
DOI:
https://doi.org/10.31539/jthpay19Keywords:
Perceived Ease of Use, Perceived Enjoyment, Customer Satisfaction, Repurchase IntentionAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh perceived ease of use dan perceived enjoyment terhadap repurchase intention, dengan customer satisfaction sebagai variabel mediasi, pada pengguna aplikasi Shopee di Kota Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 160 responden yang merupakan pengguna Shopee di Kota Padang dan pernah melakukan transaksi dalam 6 bulan terakhir. Teknik analisis data yang digunakan adalah Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived ease of use dan perceived enjoyment berpengaruh positif dan signifikan terhadap customer satisfaction maupun repurchase intention. Selain itu, customer satisfaction terbukti memediasi secara signifikan hubungan antara perceived ease of use dan perceived enjoyment terhadap repurchase intention. Temuan ini menegaskan pentingnya pengalaman pengguna yang menyenangkan dan mudah dalam mendorong kepuasan serta niat pengguna untuk melakukan pembelian ulang melalui platform e-commerce.
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