MODEL EMPIRIS ONLINE TRUST DAN REPEAT PURCHASE PELANGGAN TERHADAP SITUS E-COMMERCE

Roswita Hafni · Muslih Muslih · Willy Yusnandar

10 citations0/0 files storedEKUITAS (Jurnal Ekonomi dan Keuangan)

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis model empiris online trust dan repeat purchase pelanggan Terhadap Situs E-Commerce (Studi Kasus pada Pelanggan E-Commerce di Kota Medan). Penelitian ini menggunakan pendekatan penelitian eksplanatori. Skala pengukuran variabel menggunakan Skala Ordinal dengan teknik pengukuran variable menggunakan skala Likert. Populasi dalam penelitian ini adalah masyarakat kota Medan. Metode pengambilan sampel dilakukan dengan metode Purposive sampling (judgmental) dan snowball sampling. Kriteria pemilihan sampel dalam penelitian ini adalah masyarakat kota Medan yang pernah berkunjung dan melakukan transaksi di e-commerce yang ada di Indonesia lebih dari 3 kali. Teknik pengumpulan data yang digunakan yaitu wawancara, kuesioner (angket) dan studi pustaka. Metode analisis data yang digunakan adalah Model Persamaan Struktural (Structural Equation Model). Hasil penelitian menunjukkan bahwa Web Quality, Perceived Risk, dan Online Trust berpengaruh signifikan terhadap Repeat Purchase, begitu juga Web Quality dan Perceived Risk berpengaruh signifikan terhadap online trust. Web Quality berpengaruh terhadap Repeat Puchase melalui variabel Online Trust, dan Perceived Risk berpengaruh terhadap Repeat Purchase melalui variabel Online Trust.

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References

2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 1993Factors Affecting Trust in Market Research Relationships 2007A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents 2007An Integrative Model of Organizational Trust: Past, Present, and Future 2002Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge 2007Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal–Agent Perspective1 2004Building Effective Online Marketplaces with Institution-Based Trust 2003eTailQ: dimensionalizing, measuring and predicting etail quality

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