THE EFFECT OF E-TRUST AND PERCEIVED VALUE TOWARD REPURCHASE INTENTION ALFAGIFT APPLICATION USERS IN SEMARANG CITY

Abstract

The e-retail industry plays an important role in meeting consumer needs quickly and efficiently through digital platforms. Alfagift is an innovative retail service that offers easy online shopping. This study aims to analyze the effect of e-trust and perceived value on the repurchase intention of Alfagift users in Semarang City. Using a quantitative approach with an explanatory type, a sample of 100 respondents was selected using a purposive sampling method. Data were analyzed using SPSS 25 through validity, reliability, correlation coefficient, coefficient of determination, and simple and multiple linear regression analysis. The t and F tests were used to assess the significance of the influence of the variables. The results of this study indicate that the e-trust and perceived value have a positive and significant influence on the repurchase intention of Alfagift. Regression analysis shows that both e-trust and perceived value contribute significantly to influencing repurchase intention, with the coefficient of determination explaining most of the variability in repurchase intention. Based on the research results, it is recommended that Alfagift application, continue to improve aspects of user trust (e-trust) and perceived value. Steps such as increasing transaction security, information transparency, and product and service quality can strengthen user trust.