Pengaruh Kepercayaan Dan Minat Repurchase Terhadap Perilaku Konsumen Dalam Berbelanja Di E-Commerce Kota Batam

Silfia Nadilla Pattikawa; Golan Hasan

doi:10.33050/tmj.v8i1.1938

Penulis

Silfia Nadilla Pattikawa Universitas Internasional Batam
Golan Hasan Universitas Medan Area

DOI:

https://doi.org/10.33050/tmj.v8i1.1938

Abstrak

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Online Trust dan Repurchase Intention terhadap perilaku konsumen dalam Belanja Online di E-Commerce. Studi ini menyelidiki lima faktor; Risiko yang Dirasakan, Kegunaan yang Dirasakan, Tampilan Situs Web, Promosi Online, dan Keamanan. Teknik pengumpulan data dilakukan dengan menggunakan kuesioner dan disebarluaskan melalui media sosial online. Penelitian ini menggunakan 356 responden. Data dianalisis menggunakan PLS-SEM. Hasil penelitian ini menunjukkan bahwa Perceived Risk, Tampilan Website, Keamanan, dan Promosi Online memiliki hubungan yang signifikan terhadap Kepercayaan Online. Perceived Usefulness memiliki efek negatif pada Kepercayaan Online. Penelitian ini juga menegaskan bahwa Perceived Risk, Perceived Usefulness, Tampilan Website, Keamanan, dan Promosi Online berpengaruh positif terhadap Repurchase Intention. Terakhir, Kepercayaan Online mempengaruhi Niat Pembelian Kembali di E-Commerce.

Kata kunci: E-Commerce, Minat Pembelian Ulang, Risiko yang dirasakan, Kegunaan yang dirasakan, Kepercayaan.

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