Sudirman, Mutiyah Mappeaty and Dr. Siti Aisjah, and Dr. Drs. Fatchur Rohman, (2022) Pengaruh Persepsi Kemudahan Penggunaan Dan Persepsi Keamanan Terhadap Niat Pembelian Ulang Dimediasi Kepercayaan (Studi Pada Pengguna E-Commerce Marketplace Di Kota Samarinda). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh persepsi kemudahan penggunaan dan persepsi keamanan terhadap niat pembelian ulang dimediasi kepercayaan pengguna e-commerce marketplace di Kota Samarinda. Kuesioner digunakan untuk mengumpulkan data dari para pengguna e-commerce marketplace sebanyak 150 responden. Analisis data mengguanakan permodelan persamaan structural partial least square (SEM-PLS) dengan aplikasi Smart-PLS 3.0. Hasil penelitian menunjukkan bahwa persepsi kemudahan penggunaan berpengaruh signifikan terhadap niat pembelian ulang namun persepsi keamanan tidak berpengaruh signifikan terhadap niat pembelian ulang. Penelitian ini juga menunjukkan kepercayaan berhasil memediasi pengaruh dari persepsi kemudahan penggunaan dan persepsi keamanan terhadap niat pembelian ulang. Dari penelitian ini menyarankan agar perusahaan e-commerce marketplace terus berinovasi agar kepercayaan yang dirasakan pengguna meningkat, sehingga dengan kepercayaan yang semakin baik akan membentuk pengguna untuk terus memiliki niat pembelian ulang.
English Abstract
This study aims to determine the effect of perceived ease of use and perceived security on repurchase intention with trust as a mediation by e- commerce marketplace user in Samarinda City. The questionnaire was used to collect data from 150 respondents from e-commerce marketplace users. Data analysis used partial least square structural equation modeling (SEM-PLS) with the Smart-PLS 3.0 application. The results showed that perceived ease of use had a significant effect on repurchase intention but perceived security had not significant effect on repurchase intention. This study also shows that trust mediates the effect of perceived ease of use and perceived security repurchase intention. From this study, it is suggested that e-commerce marketplace companies continue to innovate so that the trust felt by users increases, so that better trust will shape users to continue to have repurchase intention
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | :0422020094 |
| Uncontrolled Keywords: | Persepsi Kemudahan Penggunaan, Persepsi Keamanan, Kepercayaan, Niat Pembelian Ulang, Perceived Ease of Use, Perceived Security, Trust, Repurchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 20 Jul 2023 01:54 |
| Last Modified: | 20 Jul 2023 01:54 |
| URI: | http://repository.ub.ac.id/id/eprint/201947 |
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Text (DALAM MASA EMBARGO)
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