PENGARUH E-TRUST DAN E-SERVICE QUALITY TERHADAP ONLINE REPURCHASE INTENTION MELALUI E-SATISFACTION (Pada Mahasiswa S1 FISIP yang Pernah Berbelanja di Lazada)

Abstract

Abstract : Lazada is one of the major e-commerce in Indonesia, but then have a problem of decreasing online repurchase intention which is known from the data on the number of Lazada e-commerce visitors which decreased in 2017-2020 and data on the level of engagement which decreased in 2017-2019. This study aims to determine the effect of e-trust and e-service quality on online repurchase intention through e-satisfaction on active students of SI FISIP UNDIP who had shopped at Lazada. This research is an explanatory research and using purposive sampling method. The research sample was 100 respondents of active undergraduate students of FISIP UNDIP class of 2017-2020 who had shopped at Lazada. Data were analyzed by quantitative methods and using SPSS to determine the direct and indirect effects of exogenous variables on endogenous variables. The results show that e-trust doesn’t affect e-satisfaction, e-service quality affects e-satisfaction, e-trust doesn’t affect online repurchase intention, e-service quality affects online repurchase intention, e-satisfaction affects on online repurchase intention, e-trust does not have an indirect affect on online repurchase intention through e-satisfaction, and e-service quality does not have an indirectly affect online repurchase intention through e-satisfaction. Suggestions for Lazada are to improve aspects of service quality and satisfaction in order to increase consumer online repurchase intention in Lazada.

Keywords : E-Trust; E-Service Quality; Online Repurchase Intention; E-Satisfaction

Abstrak: Lazada merupakan salah satu e-commerce besar di Indonesia, namun kemudian mengalami masalah penurunan pada online repurchase intention yang diketahui dari data jumlah pengunjung e-commerce Lazada yang menurun tahun 2017-2020 dan data tingkat engagement yang mengalami penurunan di tahun 2017-2019. Tujuan penelitian adalah mengetahui pengaruh e-trust dan e-service quality terhadap online repurchase intention melalui e-satisfaction pada mahasiswa aktif SI FISIP UNDIP yang pernah berbelanja di Lazada. Tipe penelitian ini adalah explanatory research dan penentuan sampel menggunakan metode purposive sampling. Sampel penelitian sebanyak 100 responden mahasiswa aktif S1 FISIP UNDIP angkatan 2017-2020 yang pernah berbelanja di Lazada. Data dianalisis dengan metode kuantitatif dan menggunakan bantuan SPSS untuk mengetahui pengaruh langsung dan tidak langsung variabel eksogen terhadap variabel endogen. Hasil penelitian menunjukkan bahwa e-trust tidak berpengaruh terhadap e-satisfaction, e-service quality berpengaruh terhadap e-satisfaction, e-trust tidak berpengaruh terhadap online repurchase intention, e-service quality tidak berpengaruh terhadap online repurchase intention, e-satisfaction berpengaruh terhadap online repurchase intention, e-trust tidak berpengaruh secara tidak langsung terhadap online repurchase intention melalui e-satisfaction, dan e-service quality tidak berpengaruh secara tidak langsung terhadap online repurchase intention melalui e-satisfaction. Saran bagi Lazada adalah meningkatkan aspek pada kualitas pelayanan dan kepuasan supaya dapat meningkatkan minat beli ulang konsumen di Lazada.

Kata Kunci : E-Trust; E-Service Quality; Online Repurchase Intention; E-Satisfaction