PENGARUH KEPUASAN DAN KEPERCAYAAN TERHADAP NIAT PEMBELIAN KEMBALI DENGAN EFEK MODERASI PERSEPSI KEEFEKTIFAN MEKANISME E-COMMERCE
Abstract
This study aims to analyze the influence of satisfaction and trust on
repurchase intentions with the moderating effect of the perception of the
effectiveness of the e-commerce mechanism. The independent variables in this study
are satisfactoin, trust as mediation variables, repurchase intention as dependent
variables, and perception of the effectiveness of the e-commerce mechanism as
moderating variables. The object used in this research is Lazada. The sample of
this study amounted to 176 respondents selected by using purposive sampling
method. Data analysis technique used in this research by using Structural Equation
Modeling (SEM) with the help of AMOS 23. Analysis of instrument quality test data
in this research using validity test, reliability test, and normality test.
The results showed that satisfaction has a significant positive effect on
vendor trust, the perception of the effectiveness of e-commerce mechanisms is able
to moderate the relationship between satisfaction and trust in the vendor is
positively significant, and trust in the vendor has a significant positive effect on
repurchase intention.