PENGARUH E-SERVICE QUALITY DAN PERCEIVED VALUE TERHADAP REPURCHASE INTENTION MELALUI E-SATISFACTION (STUDI PADA PENGGUNA APLIKASI ALFAGIFT DI KOTA SEMARANG)

Abstract

Technology and information have experienced significant advancements in line with the rapidly evolving times. The growth of the internet and technologies has prompted retail business actors in Indonesia to develop their business models to remain relevant. By combining the retail business model with the internet, a new business method emerged, subsequently referred to as internet retailing (e-retailing). This research aims to determine the influence of e-service quality and perceived value on repurchase intention through e-satisfaction among Users of the Alfagift app in Semarang City. This research is categorized as explanatory, utilizing non-probability sampling and purposive sampling methods to collect research samples. The sample comprised 100 individuals who had transacted through the Alfagift app, reside in Semarang City, and are at least 18 years old. This study utilized validity testing, reliability testing, correlation coefficients, determination coefficients, t-test, path analysis, and Sobel test with the aid of SPSS 26 software. The results of this study indicate a positive and significant influence from each variable in sequence, namely e-service quality, perceived value, and e-satisfaction on repurchase intention, as well as an indirect positive and significant impact from e-service quality and perceived value on repurchase intention through e-satisfaction.

Keyword: E-Satisfaction; E-Service Quality; Perceived Value; Repurchase Intention

Teknologi dan informasi telah mengalami kemajuan yang sangat besar seiring dengan zaman yang terus berkembang secara pesat. Perkembangan internet dan teknologi tersebut mendorong pelaku bisnis ritel di Indonesia untuk mengembangkan model bisnis yang mereka kelola agar tetap dapat relevan. Dengan mengombinasikan model bisnis ritel dengan internet, muncul sebuah metode bisnis baru yang kemudian disebut dengan internet retailing (e-retailing). Penelitian ini bertujuan untuk mengetahui pengaruh antara e-service quality dan perceived value terhadap repurchase intention melalui e-satisfaction pada pengguna aplikasi Alfagift di Kota Semarang. Penelitian ini termasuk kedalam penelitian eksplanatori, dan menggunakan metode ­non-probability sampling serta purposive sampling untuk mengambil sampel penelitian. Sampel yang digunakan adalah 100 orang yang pernah melakukan transaksi melalui aplikasi Alfagift, berdomisili di Kota Semarang, dan telah berusia minimal 18 tahun. Penelitian ini menggunakan uji validitas, uji reliabilitas, koefisien korelasi, koefisien determinasi, uji t, analisis jalur, dan uji sobel dengan alat bantu aplikasi SPSS 26. Hasil penelitian ini menunjukkan bahwa adanya pengaruh positif dan signifikan dari masing-masing variabel secara berurutan, yaitu e-service quality, perceived value dan e-satisfaction terhadap repurchase intention, serta adanya pengaruh tidak langsung yang positif dan signifikan dari e-service quality dan perceived value terhadap repurchase intention melalui ­e-satisfaction.

Kata Kunci: E-Satisfaction; E-Service Quality;  Perceived Value; Repurchase Intention