PENGARUH KUALITAS LAYANAN DAN WOM ELEKTRONIK TERHADAP NIAT MEMBELI KEMBALI DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen situs Tokopedia di Kota Semarang)

Abstract

ABSTRACT This study investigates the impact of electronic service quality on repurchase intentions among Tokopedia website users in Semarang City, Indonesia. Despite the rapid growth of the e-commerce industry and the increasing number of internet users, there have been fluctuations in the performance of online platforms like Tokopedia and Shopee. Through face-to-face interviews and a Likert scale questionnaire completed by 100 respondents, the study finds that electronic service quality does not directly influence repurchase intentions. However, when mediated by customer satisfaction, electronic service quality positively affects repurchase intentions. Additionally, electronic word of mouth (WoM) and electronic service quality significantly influence customer satisfaction, but their direct effects on repurchase intentions are insignificant. These findings shed light on the complex interplay between electronic service quality, customer satisfaction, and repurchase intentions in the context of e-commerce in Indonesia