Faktor-Faktor yang Memengaruhi Repurchase Intention Pengguna Aplikasi Tokopedia di Tangerang

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Published: Jan 31, 2025
DOI: https://doi.org/10.24912/jmk.v7i1.33010
Keywords:
kepuasan pelanggan elektronik, kepercayaan elektronik, persepsi nilai, niat beli kembali, e-customer satisfaction, e-trust, perceived value, repurchase intention
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Yeni Aryanti Simanjuntak
Universitas Tarumanagara
M. Tony Nawawi
Universitas Tarumanagara

Abstract

Tren belanja online di seluruh dunia meningkat dalam beberapa tahun terakhir dengan fenomenanya yang mendominasi pasar e-commerce, serta menciptakan persaingan bisnis yang sengit dalam industri pasar elektronik. Kemunculan berbagai platform e-commerce yang berbasis aplikasi seluler menjadikan konsumen lebih selektif untuk memilih penggunaan platform e-commerce. Penelitian ini memiliki tujuan untuk menguji pengaruh e-customer satisfaction terhadap repurchase intention, pengaruh e-trust terhadap repurchase intention, dan pengaruh perceived value terhadap repurchase intention. Penelitian ini memperoleh sampel menggunakan metode purposive sampling dengan jumlah responden 150 pengguna aplikasi Tokopedia di Tangerang yang berusia di atas 18 tahun. Pengolahan data dalam penelitian ini menggunakan structural equation modelling melalui software SmartPLS 4.0.9.8. Dalam penelitian ini, diperoleh hasil yang menunjukkan bahwa e-customer satisfaction berpengaruh negatif signifikan terhadap repurchase intention, e-trust berpengaruh positif signifikan terhadap repurchase intention, dan perceived value berpengaruh positif signifikan terhadap repurchase intention.
 

The trend of online shopping around the world has increased in recent years with its phenomenon of dominating the e-commerce market, as well as creating fierce business competition in the Electronic Market Industry. The emergence of various e-commerce platforms based on mobile applications makes consumers more selective in choosing the use of e-commerce platforms. This study aims to examine the effect of e-customer satisfaction on repurchase intention, the effect of e-trust on repurchase intention, and the effect of perceived value on repurchase intention. This study obtained samples using purposive sampling method with the number of respondents 150 Tokopedia application users in Tangerang who are over 18 years old. Data processing in this study using structural equation modeling through software SmartPLS 4.0.9.8. In this study, the results showed that e-customer satisfaction has a significant negative effect on repurchase intention, e-trust has a significant positive effect on repurchase intention, and perceived value has a significant positive effect on repurchase intention.

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Vol. 7 No. 1 (2025): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Yeni Aryanti Simanjuntak, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

M. Tony Nawawi, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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