DETERMINANTS OF REPURCHASE INTENTIONS FOR LAZADA CUSTOMERS IN JAKARTA: MEDIATING EFFECTS OF E-SATISFACTION

Main Article Content

Ferenc Devlin Evert
Tommy Setiawan Ruslim

Abstract

Banyak perubahan yang terjadi akibat kemajuan pesat di bidang ilmu pengetahuan dan teknologi khususnya pada aktivitas berbelanja yang awalnya dilakukan secara offline kemudian berubah menjadi online dengan menggunakan e-commerce. Lazada merupakan salah satu e-commerce terkemuka yang turut meramaikan perkembangan e-commerce di Indonesia, namun Lazada mengalami penurunan pengguna yang cukup signifikan dibandingkan e-commerce lainnya. Lazada harus meningkatkan repurchase intention pada konsumen dan meningkatkan kepuasan pelanggannya sehingga konsumen mau membeli ulang kembali. Penelitian ini menerapkan teknik pemilihan sampel non-probability sampling menggunakan metode purposive sampling yang berupa judgemental sampling, menetapkan sampel responden yang berusia 18 tahun ke atas yang pernah bertransaksi menggunakan Lazada di Jakarta. Sampel yang diperoleh berjumlah 181 responden yang diperoleh dengan menyebarkan kuisioner. Pengolahan data dilakukan dengan teknik SEM yang diolah menggunakan SmartPLS versi 4.0. Hasil yang diperoleh menunjukan perceived security dan web design quality memiliki pengaruh secara positif dan signifikan terhadap repurchase intention dan e-satisfaction. Di sisi lain, ease of use tidak berpengaruh secara langsung terhadap repurchase intention namun harus dimediasi terlebih dahulu oleh e-satisfaction. Selain itu, e-satisfaction memiliki pengaruh positif dan signifikan terhadap repurchase intention dan mampu memediasi seluruh variabel yang terdapat pada penelitian ini. Implikasi pada penelitian ini menunjukkan bahwa untuk meningkatkan repurchase intention pada Lazada, perusahaan harus fokus pada security dan web design quality, serta meningkatkan ease of use agar dapat meningkatkan e-satisfaction yang berperan sebagai mediator utama dalam mempengaruhi repurchase intention.


 


Numerous changes have been brought about by the scientific and technology fields rapid progress, especially in shopping activities which were originally carried out offline.  Lazada is one of the leading e-commerce that has enlivened the development of e-commerce in Indonesia, but Lazada has experienced a significant decrease in users compared to other e-commerce. Lazada must increase repurchase intention in consumers and increase e-satisfaction to drive the customers to use the app to shop online. This study applies a non-probability sampling technique using a purposive sampling method in the form of judgmental sampling, determining a sample of respondents aged 18 years and over who have shopped with Lazada in Jakarta. This research managed to obtain 181 respondents by distributing questionnaires. Data processing was carried out using SEM techniques which were processed using SmartPLS version 4.0. Based on the results obtained, perceived security and web design quality have positive and significant effect on repurchase intention and e-satisfaction. However, ease of use does not directly affect repurchase intention if not mediated by e-satisfaction. In addition, e-satisfaction has a positive and significant effect on repurchase intention and mediates the relationships among all variables in this research. The implications of this research show that to increase repurchase intention on Lazada, companies should focus on security and web design quality, and improve ease of use to increase e-satisfaction which acts as a key mediator in affecting repurchase intention.

Article Details

Section
Articles
Author Biography

Tommy Setiawan Ruslim, Universitas Tarumanagara

Fakultas Ilmu Komunikasi

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