Pengaruh Prior Online Purchase Experience Terhadap Trust Dan Online Repurchase Intention (Survey Pada Pelanggan Zalora Indonesia Melalui Website Www.zalora.co.id)

Abstract

This study aims to determine the effect of Prior Online Purchase Experience on the Trust and Online Repurchase Intention. Exogenous variables used in this study were Prior Online Purchase Experience, while the intervening variable in this study is the Trust and endogenous variables in this study are Online Repurchase Intention. Types of research used is explanatory research with quantitative approach. This study is done to the customer on the website ZALORA Indonesia (www.zalora.co.id). Sampling technique using simple random sampling. Techniques of data analysis in this study using descriptive analysis and path analysis. This study shows the effect of Prior Online Purchase Experience) that reinforced Trust intervening variables against Online Repurchase Intention the effect of 50.5%. Based testing can be seen that The Prior Online Purchase Experience Variable has a greater influence on The Online Repurchase Intention without having to go through intervening variables. A consumer's shopping experience in online shopping, especially in ZALORA Indonesia through the website www.zalora.co.id can be a strong determinant of the Online Repurchase Intention. However, vendors ZALORA Indonesia also needs to maintain the confidence of customers to maintain good credibility. Key Words : Prior Online Purchase Experience, Trust, Online Repurchase Intention. ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Prior Online Purchase Experience terhadap Trust dan Online Repurchase Experience. Variabel eksogen yang digunakan dalam penelitian ini adalah Prior Online Purchase Experience, sedangkan variabel intervening dalam penelitian ini adalah Trust, dan variabel endogen dalam penelitian ini yaitu Online Repurchase Experience. Jenis penelitian yang digunakan yaitu penelitian eksplanatori dengan pendekatan kuantitatif. Penelitian ini dilakukan terhadap pelanggan ZALORA Indonesia di website ZALORA Inodnesia www.zalora.co.id . Teknik pengambilan sampel menggunakan simple random sampling. Teknik analisis data dalam penelitian ini mengunakan analisis deskriptif dan analisis path Penelitian ini menunjukkan pengaruh Prior Online Purchase Experience terhadap Online Repurchace Intention sebesar 66,4% dan pengaruh Prior Online Purchase Experience yang diperkuat variabel intervening yaitu Trust terhadap Online Repurchase Intention yang berpengaruh sebesar 50,5%. Berdasarkan pengujian tersebut dapat diketahui bahwa variabel Prior Online Purchase Experience memiliki pengaruh yag lebih besar terhadap Online Repurchase Intention tanpa harus melalui variabel intervening. Pengalaman belanja seorang konsumen pada online shopping khususnya pada ZALORA Indonesia melalui website www.zalora.co.id dapat menjadi determinan yang kuat terhadap Online Repurchase Intention. Meskipun begitu, vendor ZALORA Indonesia juga harus tetap menjaga kepercayaan pelanggan untuk menjaga kredibilitas yang baik. Kata Kunci : Prior Online Purchase Experience, Trust, Online Repurchase Intention.

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