Pengaruh Electronic Service Quality, System Quality, Dan Customer Trust Terhadap Repurchase Intention Di E-Commerce Lazada (Studi Pada Pengguna Lazada Di Kota Malang)

Zahirah, Anissa and Prof. Dr. Astrid Puspaningrum, SE., MM., CMA. (2023) Pengaruh Electronic Service Quality, System Quality, Dan Customer Trust Terhadap Repurchase Intention Di E-Commerce Lazada (Studi Pada Pengguna Lazada Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Meningkatnya jumlah pelaku bisnis telah menciptakan persaingan di antara perusahaan e-commerce. Repurchase intention menjadi pehatian para pelaku bisnis karena dengan repurchase intention, perusahaan dapat meraih keunggulan kompetitif karena membutuhkan usaha dan waktu yang lebih sedikit dalam mempertahankan konsumen lama dibandingkan dengan mencari konsumen yang baru. Lazada merupakan salah satu e-commerce terbesar di Indonesia yang mengalami penurunan pengunjung dan mendapatkan banyak kritikan melalui media sosial. Fenomena ini menunjukkan adanya penurunan pembelian berulang (repurchase intention) konsumen Lazada di Indonesia. Penelitian ini bertujuan untuk menguji dan menjelaskan pengaruh electronic service quality, system quality, dan customer trust terhadap repurchase intention pada e-commerce Lazada di Kota Malang. Jenis penelitian ini adalah penelitian eksplanatori (explanatory research) yang menjelaskan kedudukan dan hubungan antara variabel-variabel yang diteliti melalui pengujian hipotesis. Penelitian ini melibatkan 140 responden yang pernah melakukan pembelian pada e-commerce Lazada di Kota Malang. Pengambilan sampel menggunakan teknik non-probability sampling dengan metode purposive sampling dengan karakteristik berdomisili di Kota Malang dan pernah melakukan pembelian melalui e-commerce Lazada minimal satu kali. Penelitian ini menggunakan SPSS 29 dengan melakukan uji regresi linear berganda. Hasil penelitian ini menunjukkan bahwa electronic service quality berpengaruh signifikan terhadap repurchase intention, system quality berpengaruh signifikan terhadap repurchase intention, dan customer trust berpengaruh signifikan terhadap repurchase intention di e-commerce Lazada.

English Abstract

The increasing number of businesspeople has created competition between e-commerce companies. Repurchase intention has also caught their attention since it enables the companies to attain competitive advantage as maintaining old customers requires less time and effort than looking the now ones. Lazada is one of the largest e-commerce in Indonesia that experiences a decline in visitors and receives criticisms in social media. This phenomenon indicates a drop in repurchase intention. The objective of this research is to assess and explain the effects of electronic service quality, system quality, and customer trust on repurchase intention at Lazada e-commerce in Malang City. This research is considered as explanatory as it elucidates the position and relationship of variables being studied through hypothesis testing. Using non-probability sampling method and purposive sampling technique with the criteria of people in Malang City who have made any purchase from Lazada at least once, 140 people were selected as the respondents. The research data was analyzed using multiple linear regression in SPSS 29, resulting in that electronic service quality significantly influences the repurchase intention at Lazada e-commerce, that system quality significantly affects the repurchase intention, and that customer trust also significantly impacts the repurchase intention.

Item Type:	Thesis (Sarjana)
Identification Number:	:0523020117
Uncontrolled Keywords:	repurchase intention, electronic service quality, system quality, customer trust.
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username nova
Date Deposited:	15 Nov 2023 03:39
Last Modified:	15 Nov 2023 03:39
URI:	http://repository.ub.ac.id/id/eprint/204555

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