Online Repurchase On E-Commerce Transaction Through Customer Trust And E-service Quality
Keywords:
Consumer Trust, Electronic Service Quality, RepurchaseAbstract
The increasing competition in the e-commerce industry and the emergence of the social commerce trend in the era of society 5.0, requires high attention to understanding the market from a consumer perspective. The purpose of this study was to find out and analyze how the influence of consumer trust and electronic service quality has on online repurchasing in e-Commerce. The survey research method uses a questionnaire in the form of closed questions with 5 possible answers on a Likert scale. The research sample was purposive non-random sampling from 55 respondents consisting of e-commerce consumers who had made repeated online purchases at least twice among 5 e-commerce sites, namely Shopee, Tokopedia, Bukalapak, Lazada and BlilBli. Analysis technique includes validity, reliability and classic assumption tests. Furthermore, correlation test, coefficient of determination and multiple regression, as well as t-test and F-test. The results show that partially consumer trust has a positive and significant effect on repurchase in E-Commerce, as well as partially the quality of electronic services has a positive and significant effect on purchases reset in E-Commerce. Simultaneously consumer trust and electronic service quality have a positive and significant effect on repurchase in e-Commerce.References
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