Peran Trust dalam Memediasi Pengaruh Perceived Ease of Use dan Perceived Usefulness Terhadap Online Repurchase Intention

  • Ni Luh Putu Widya Sawitri Universitas Airlangga

Abstract

Online Repurchase Intention is an individual's intention to buy or reuse online something that has previously been purchased or used. This study aims to explain the effect of perceived ease of use and perceived usefulness on online repurchase intention with trust as a mediating variable. This research was conducted in Denpasar. The population of this research is people who have previously u transacted through Shopee e-commerce. The sampling technique used in this study is purposive sampling method, with 157 respondents. Data collection methods using google form questionnaire. Data analysis technique used is path analysis to determine the relationship between two variables and Sobel Test to determine the role of mediation. The results of this study found that perceived ease of use and perceived usefulness have positive and significant effect on trust and online repurchase intention, trust have a significant positive effect on online repurchase intention and trust mediated the perceived ease of use and perceived usefulness of online repurchase intention. Shopee needs to improve several aspects in order to increase online repurchase intention such as clarity and ease in understanding the usage procedures, lower product prices, increase user loyalty and increase innovation and promotion.

Keywords : online repurchase intention, perceived ease of use, perceived usefulness, trust.

References

Aditya, R., & Wardana., A. (2016). Pengaruh Perceived Usefulness dan Perceived Ease of Use Terhadap Behavior Intention dengan Pendekatan Tecnology Acceptance Model (TAM) Pada Pengguna Instan Messaging Line Di Indonesia. Jurnal Siasat Bisnis, 20(1), 24–32.
Ali, T. (2016). Factor Deriving Consumers’ Repurchase Intention In Online Shopping: A Pakistani. International Journal Of Management Science And Business Research, 5(12), 268–269.
Al-Sharafi, M. A., Arshah, R. A., & Alajmi, Q. (2017). The Effect of Perceived Ease of Use and Usefulness on Customers Intention to Use Online Banking Services: The Mediating Role of Perceived Trust. International Journal of Innovative Computing, 7(1), 9–14.
Aren, S., Guzel, M., & Alpkan, E. K. L. (2013). Factors Affecting Repurchase Intention to Shop at the same Website. ScienceDerect, 1(1), 536–544.
Cho, Y. C. (2015). Exploring Factors That Affect Usefulness, Ease Of Use, Trust, And Purchase Intention In The Online Environment. KDI School of Public Policy and Management, 1(1), 28–31.
Daud, A., Farida, N., & Andriyansah, M. R. (2018). Impact Of Customer Trust Toward Loyalty: The Mediating Role Of Perceived Usefulness And Satisfaction. Journal Of Business And Retail Management Research (JBRMR), 13(2), 237–239.
Firmansyah, A. (2017). Kajian Kendala Implementasi E-commerce Di Indonesia. Jurnal Masyarakat Telematika Dan Informasi, 8(2), 128–129.
Haryani, D., Septia, M., & Pujani, V. (2014). E-Travel Use Padang: The Role Of Enjoyment, Perceived Ease Of Use, And Perceived Usefulness. International Conference On Business, Management & Corporate Social Responsibility, 1(1), 64–67. https://doi.org/Dx.Doi.Org/10.15242/ICEHM.ED0214037
Juniawati. (2015). Pengaruh Perceived Ease of Use, Enjoyment dan Trust Terhadap Repurchase Intention dengan Customer Satisfaction sebagai Intervening pada Belanja Online (Studi Pada Mahasiswa Universitas Tanjungpura Pontianak). Jurnal Ekonomi Bisnis Dan Kewirausahaan, 4(1), 140–156.
Maulana, S. M., Susilo, H., & Riyadi. (2015). Implementasi E-commerce Sebagai Media Penjualan Online (Studi Kasus Pada Toko Pastbrik Kota Malang). Jurnal Administrasi Bisnis, 29(1), 1–9.
Mumtahana, H. A. (2017). Pemanfaatan Web E-commerce untuk Meningkatan Strategi Pemasaran. Researchgate Journal, 3(1), 6–7.
Nurhaidah, & Musa, M. I. (2015). Dampak Pengaruh Globalisasi Bagi Kehidupan Bangsa Indonesia. Jurnal Pesona Dasar, 3(3), 1–14.
Oentario, Y., Harianto, A., & Irawati, J. (2017). Pengaruh Usefulness, Ease Of Use, Risk Terhadap Intention To Buy Onlinepasttisserie Melalui Consumer Attitude Berbasis Media Sosial Di Surabaya.Jurnal Manajemen Pemasaran, 11(1), 26–31.
Perangin, W. A., Respati, A. D., & Kusumawati, M. D. (2016). Pengaruh Perceived Ease of Use terhadap Attitude Toward Using E-Faktur. Journal of Research Economics And Management, 16(2), 307–322.
Pramesthi, F. (2013). Efek Perceived Ease of Use dan Confirmation Terhadap Anteseden Online Repurchase Intention. Fokus Manajerial, 12(1), 82–89.
Puspitasari, I., & Briliana, V. (2017). Pengaruh Perceived Ease of Use, Perceived Usefulness, Trust dan Perceived Enjoyment Terhadap Repurchase Intention (Studi Kasus Pada Website Zalora Indonesia). Jurnal Bisnis Dan Akuntansi, 19(2), 171–182.
Ramos, F. L., Ferreira, J. B., Freitas, A. S. de, & Rodrigues, J. W. (2018). The Effect of Trust in the Intention to Use m-banking. Brazilian Business Review, 1(1), 177–187. https://doi.org/dx.doi.org/10.15728/bbr.2018.15.2.5.
Subagio, D. P., Woro, M., & Hadiwidjojo, D. (2018). Pengaruh Perceived Ease of Use terhadap Repurchase Usefulness dan Trust sebagai variabel mediasi. Jurnal Manajemen Dan Kewirausahaan, 6(1), 35–44.
Wen, C., Prybutok, V. R., & Xu, C. (2011). An Integrated Model for Customer Online Repurchase Intention. THE KEEP, 1(1), 3–11.
Yudiarti, R. F. E., & Puspaningrum, A. (2018). The Role Of Trust As A Mediation Between The Effect Of Perceived Usefulness And Perceived Ease Of Use To Interest To Buy E-Book. Jurnal Aplikasi Manajemen, 16(3), 494–502.
Zaroni, A. N. (2015). Globalisasi Ekonomi dan Implikasinya Bagi Negara – Negara Berkembang:Telaah Pendekatan Ekonomi Islam. Jurnal IAIN Samarinda, 1(1), 3–22.
Published
2023-08-26
Abstract viewed = 43 times
pdf downloaded = 48 times