PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, DAN CUSTOMER SATISFACTION TERHADAP REPURCHASE INTENTION PADA PENGGUNA TOKOPEDIA
DOI:
https://doi.org/10.22437/jmk.v14i03.49248Abstract
Penelitian ini menganalisis pengaruh Perceived Ease of Use, Perceived Usefulness, dan Customer Satisfaction terhadap Repurchase Intention pengguna Tokopedia. Perkembangan e-commerce membuat kenyamanan, manfaat, dan kepuasan menjadi faktor utama pembelian ulang. Pendekatan kuantitatif dengan purposive sampling melibatkan 150 responden di Yogyakarta yang aktif menggunakan Tokopedia. Data dikumpulkan melalui kuesioner Likert dan dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived ease of use dan perceived usefulness berpengaruh positif signifikan terhadap customer satisfaction. Selain itu, perceived ease of use, perceived usefulness, dan customer satisfaction berpengaruh positif signifikan terhadap repurchase intention. Kesimpulannya, kemudahan penggunaan, manfaat, dan kepuasan konsumen mendorong niat beli ulang. Tokopedia disarankan terus meningkatkan kemudahan, nilai guna, dan kepuasan pengguna untuk menjaga loyalitas pelanggan. Penelitian selanjutnya disarankan bersifat longitudinal untuk melihat perubahan perilaku konsumen dari waktu ke waktu, terutama dalam menghadapi tren baru di e-commerce.
Kata kunci: Perceived Ease of Use, Perceived Usefulness, Customer Satisfaction, Repurchase Intention
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