PENGARUH E-SERVICE QUALITY DAN E-CUSTOMER SECURITY TERHADAP REPURCHASE INTENTION MELALUI E-CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Situs Marketplace Bukalapak Di Jawa Tengah)

Abstract

This research was motivated by a decrease in the number of visits to the Bukalapak marketplace site from 2018 to 2021, namely 270 million visitors. This decrease was caused by the low quality of digital services provided, causing the level of user satisfaction and the level of repurchase to decrease. This study aims to determine the effect of e-service quality and e-customer security on repurchase intention through e-customer satisfaction for Bukalapak users in Central Java. The type of research used is explanatory research with a non-probability sampling technique and a purposive sampling method. The sample in this study is 100 active Bukalapak users in Central Java. Data is processed using Smart-PLS 4.0 software. This study concludes that e-service quality has a significant effect on repurchase intention through e-customer satisfaction as an intervening variable. Recommendations for Bukalapak are to improve service quality according to consumer wishes, increase the number of discounts and variety of flashdeal products, and reduce errors in the website system so that the consumer's shopping experience can be maximized.

Keyword: e-service quality, e-customer security, e-customer satisfaction, repurchase intention

Penelitian ini dilatarbelakangi oleh penurunan tingkat kunjungan situs marketplace Bukalapak sejak tahun 2018 hingga 2021 yaitu sebesar 270 juta pengunjung. Adanya penurunan tersebut disebabkan oleh rendahnya kualitas pelayanan digital yang diberikan sehingga menyebabkan tingkat kepuasan pengguna dan tingkat pembelian ulang semakin menurun. Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality dan e-customer security terhadap repurchase intention melalui e-customer satisfaction pada pengguna Bukalapak di Jawa Tengah. Tipe penelitian yang digunakan adalah explanatory research dengan teknik pengambilan sampling non-probability sampling serta metode purposive sampling. Sampel dalam penelitian ini berjumlah 100 pengguna aktif Bukalapak di Jawa Tengah. Data diolah menggunakan software Smart-PLS 4.0. Penelitian ini menyimpulkan bahwa e-service quality berpengaruh signifikan terhadap repurchase intention melalui e-customer satisfaction sebagai variabel intervening. Rekomendasi untuk Bukalapak adalah meningkatkan kualitas pelayanan sesuai dengan keinginan konsumen, meningkatkan jumlah diskon dan variasi produk flashdeal, serta mengurangi kesalahan pada sistem website agar pengalaman berbelanja konsumen dapat maksimal.

Kata Kunci: e-service quality, e-customer security, e-customer satisfaction, repurchase intention