MUZDALIFA, DEVA (2023) MENINGKATKAN REPURCHASE INTENTION MELALUI PERCEIVED EASE OF USE DAN PERCEIVED ENJOYMENT (Studi Pada Pengguna E-Commerce Sociolla di Kota Serang). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of the relationship between perceived ease of use and perceived enjoyment on repurchase intention with customer trust as an intervening variable. The type of research used in this research is descriptive quantitative research. The population in this study were all Sociolla e-commerce users in Serang City. The sampling technique used is purposive sampling. The number of samples in this study were 120 samples. The data analysis method in this research is using Structural Equation Modeling (SEM) with SmartPLS 4. The results showed that perceived ease of use has a positive and significant effect on repurchase intention, perceived enjoyment has a positive and significant effect on repurchase intention, perceived ease of use has a positive and significant effect on customer trust, perceived enjoyment has a positive and significant effect on customer trust, customer trust positive and significant effect on repurchase intention, and customer trust is able to mediate the relationship between perceived ease of use and perceived enjoyment of repurchase intention in a positive and significant way.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh hubungan antara perceived ease of use dan perceived enjoyment terhadap rerpurchase intention dengan customer trust sebagai variabel intervening. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif deskriptif. Populasi dalam penelitian ini adalah seluruh pengguna e-commerce Sociolla di Kota Serang. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Jumlah sampel dalam penelitian ini sebanyak 120 sampel. Metode analisis data dalam penelitian ini adalah dengan menggunakan Structural Equation Modelling (SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa perceived ease of use berpengaruh positif dan signifikan terhadap repurchase intention, perceived enjoyment berpengaruh positif dan signifikan terhadap repurchase intention, perceived ease of use berpengaruh positif dan signifikan terhadap customer trust, perceived enjoyment berpengaruh positif dan signifikan terhadap customer trust, customer trust berpengaruh positif dan signifikan terhadap repurchase intention, dan customer trust mampu memediasi hubungan antara perceived ease of use dan perceived enjoyment terhadap repurchase intention secara positif dan signifikan. | |||||||||
| Uncontrolled Keywords: | Keywords: perceived ease of use, perceived enjoyment, customer trust, repurchase intention Kata Kunci: perceived ease of use, perceived enjoyment, customer trust, repurchase intention | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 08-Pascasarjana 08-Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | DEVA MUZDALIFA | |||||||||
| Date Deposited: | 30 Oct 2023 11:34 | |||||||||
| Last Modified: | 30 Oct 2023 11:34 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29175 |
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