Pengaruh Ease of Use, Trust, dan Privacy Concern terhadap Repurchase Intention pada Situs Jual Beli Online Bukalapak

Calvin Buntarman, Rodhiah Rodhiah
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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh ease of use, trust dan privacy concern terhadap repurchase intention pada situs jual beli online Bukalapak. Populasi dari penelitian ini adalah pengguna Marketplace Bukalapak yang sudah pernah bertransaksi di Bukalapak minimal 4 kali. Penelitian ini menggunakan metode non probability. Sampel dipilih menggunakan metode purposive sampling berjumlah 100 responden yang sudah pernah berbelanja di marketplace bukalapak minimal 4 kali. Teknik pengumpulan data menggunakan kuesioner yang disebarkan secara online malalui google form. Penelitian ini menggunakan teknik analisis structural equation modeling (SEM) dengan menggunakan software SMART PLS 3 untuk mengolah data. Hasil penelitian ini menunjukkan bahwa ease of use berpengaruh positif dan signifikan terhadap repurchase intention, trust berpengaruh positif dan signfikan terhadap repurchase intention dan privacy concern berpengaruh positif dan signifikan terhadap repurchase intention.

 

The purpose of this study was to determine the effect of ease of use, trust and privacy on repurchase intentions on the online buying and selling site Bukalapak. Data collection techniques were carried out by distributing questionnaires using a Likert scale of 1-5. Data collection techniques used questionnaires distributed online via google form. The sample selected using the purposive sampling method was 100 respondents who had shopped at the Bukalapak marketplace 4 times. This study uses structural equation modeling (SEM) analysis techniques using SMART PLS 3 software to process data. The results of this study indicate that ease of use has a positive effect on repurchase intentions, trust has a positive effect on repurchase intentions and attention to privacy has a significant effect on repurchase intentions.

Keywords

ease of use; trust; privacy concern; repurchase intention

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