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Pengaruh Perceived Website Quality terhadap Repurchase Intention Dengan E-Trust sebagai Variabel Intervening pada Sociolla (Studi pada Pengguna Sociolla Mahasiswa FISIP Universitas Diponegoro)

*Auliazahra Fatma Widiastuti  -  Department of Business Administration , Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Sari Listyorini  -  Department of Business Administration , Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Naili Farida  -  Departemen Administrasi Bisnis, Universitas Diponegoro, Semarang, Indonesia
Open Access Copyright 2022 Jurnal Ilmu Administrasi Bisnis

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Abstract

Sociolla is an e-commerce or online buying and selling website that focuses on the beauty sector. Sociolla has a highlight the products that they sell are guaranteed 100% original, verified by the Food and Drug Supervisory Agency (BPOM), and have beauty education and personal care features namely Beauty Journal. The problem occurs because there are still complaints about the quality of Sociolla website and a decrease in the number of Sociolla website visitors which is thought to be one of the factors that can affect repurchase intention at Sociolla. This study aims to determine the effect of perceived website quality on repurchase intention with e-trust as an intervening variable on Sociolla. The number of samples in this study are 100 respondents from FISIP Diponegoro University students who used Sociolla and had made a purchase in the past year. This type of research is explanatory research with proportional random sampling technique. The data analysis method in this study use SmartPLS 3.0. The results showed that perceived website quality variable had a positive and significant effect on repurchase intention, perceived website quality variable had a positive and significant effect on e-trust, e-trust had a positive and significant effect on repurchase intention and e-trust could partially mediate the effect of perceived website quality on repurchase intention. Suggestions that can be given by researchers are that Sociolla can evaluate and improve the quality of their website, increase the fulfillment of expectations in handling problems and processing transactions, provide attractive offers.


Sociolla merupakan salah satu e-commerce atau website jual beli online yang berfokus pada bidang kecantikan. Sociolla mempunyai highlight produk yang dijual 100% original terverifikasi Badan Pengawas Obat dan Makanan (BPOM), memiliki fitur edukasi kecantikan dan perawatan pribadi Beauty Journal. Permasalahan terjadi karena masih terdapat banyak keluhan akan kualitas website Sociolla dan adanya penurunan jumlah pengunjung website Sociolla yang diduga sebagai salah satu faktor yang dapat berpengaruh pada repurchase intention pada Sociolla. Penelitian ini ditujukan untuk mengetahui pengaruh perceived website quality terhadap repurchase intention dengan e-trust sebagai variabel intervening pada Sociolla. Jumlah sampel pada penelitian ini sebanyak 100 responden mahasiswa FISIP Universitas Diponegoro pengguna Sociolla dan pernah melakukan pembelian dalam satu tahun terakhir. Tipe penelitian ini adalah explanatory research dengan teknik proportional random sampling. Metode analisis data dalam penelitian ini yaitu menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa variabel perceived website quality berpengaruh positif dan signifikan terhadap repurchase intention, perceived website quality berpengaruh positif dan signifikan terhadap e-trust, e-trust berpengaruh positif dan signifikan pada repurchase intention serta e-trust dapat memediasi secara parsial pengaruh perceived website quality pada repurchase intention. Saran yang dapat diberikan peneliti adalah Sociolla dapat meninjau dan meningkatkan ulang kualitas website, meningkatkan pemenuhan harapan dalam penanganan masalah dan proses transaksi, serta memberikan penawaran yang menarik pada konsumen.

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Keywords: E-Trust; Perceived Website Quality; Repurchase Intention

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