Mariana, Rika (2024) MENINGKATKAN REPEAT PURCHASE INTENTION MELALUI CUSTOMER ENGAGEMENT, E-TRUST DAN PRIOR ONLINE EXPERIENCE (Studi Zalora Indonesia pada Gen Y di Kota Cilegon). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The advancement of the internet has led to the development of electronic retailing, sometimes known as online shopping (web and app shopping). it has become increasingly popular among customers, especially in e-commerce. As a result, it is critical to determine the factors that influence customers' online repurchasing intentions. This study analyses how e-service quality, customer engagement, e-trust, and prior online experience modify the repeat purchase intention of Zalora Indonesia using an online survey. The data included 164 respondents filled out by Gen Y in a small city called Cilegon which was analysed by SPSS Windows 26 and Smart PLS 3.0. And at the end, it was demonstrated that customer engagement, e-trust, and prior online experience all had a positive direct correlation with repeat purchase intention, but e-service quality had a negative direct correlation with it. More captivating of these findings that prior online experience is unable to moderate and acts as a Moderation Homologizer of the correlation between e-service quality and repeat purchase intention.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Kemajuan internet telah mendorong berkembangnya ritel elektronik, yang terkadang dikenal sebagai belanja online (belanja web dan aplikasi). Hal ini menjadi semakin populer di kalangan pelanggan terutama e-commerce. Oleh karena itu, penting untuk menentukan faktor-faktor yang mempengaruhi niat pembelian ulang pelanggan secara online. Penelitian ini menganalisis bagaimana e-Service Quality, Customer Engagement, e-Trust, dan Prior Online Experience dapat mempengaruhi Repeat Purchase Intention pada Zalora Indonesia. Data tersebut mencakup 164 responden yang telah diisi oleh Gen Y di kota kecil bernama Cilegon, dan dianalisis menggunakan SPSS Windows 26 dan Smart PLS 3.0. Dan pada akhirnya, hasilnya menunjukkan bahwa Customer Engagement, E-Trust, dan Prior Online Experience secara langsung memiliki korelasi positif dan signifikan dengan Repeat Purchase Intention, namun E-Service Quality secara langsung memiliki korelasi negatif dengan Repeat Purchase Intention. Kemudian yang lebih menarik dari temuan ini adalah Prior Online Experience tidak mampu memediasi dan bertindak sebagai Homologizer Moderasi dari korelasi antara e-Service Quality dan Repeat Purchase Intention. | |||||||||
| Uncontrolled Keywords: | E-Service Quality, Customer Engagement, E-Trust, Prior Online Experience, and Repeat Purchase Intention. E-Service Quality, Customer Engagement, E-Trust, Prior Online Experience, and Repeat Purchase Intention. | |||||||||
| Subjects: | A General Works > AI Indexes (General) A General Works > AI Indexes (General) H Social Sciences > H Social Sciences (General) |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 08-Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | Mrs Rika Mariana | |||||||||
| Date Deposited: | 31 Jul 2024 09:55 | |||||||||
| Last Modified: | 13 Aug 2024 09:51 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39758 |
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