Pengaruh Prior Online Purchase Experience dan E-Trust Terhadap Online Repurchase Intention pada Layanan Aplikasi Belanja Retail Online Alfagift
DOI:
https://doi.org/10.32493/frkm.v8i1.45074Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Prior Online Purchase Experience dan E-Trust Terhadap Online Repurchase Intention. Penelitian ini mengadopsi pendekatan deskriptif dan verifikatif dengan metode kuantitatif. Data dikumpulkan melalui penyebaran kuesioner kepada 100 responden dengan menggunakan teknik pengambilan sampel teknik non probability sampling dengan purposive sampling. Hasil penyebaran kuesioner dianalisis oleh peneliti dengan analisis regresi berganda, koefisien determinasi, uji t dan uji F. Berdasarkan nilai koefisien determinasi diperoleh dari penelitian bahwa Prior Online Purchase Experience berpengaruh sebesar 57% terhadap Online Repurchase Intention, sedangkan E-Trust berpengaruh sebesar 72,7% terhadap Online Repurchase Intention, Selain itu, Prior Online Purchase Experience dan E-Trust sebesar 72,3% terhadap Online Repurchase Intention. Sehingga penelitian menunjukan bahwa: (1) tidak terdapat pengaruh antara Prior Online Purchase Experience secara parsial terhadap Online Repurchase (2) terdapat pengaruh yang positif dan signifikan antara E-Trust secara parsial terhadap Online Repurchase (3) terdapat pengaruh yang positif dan signifikan antara Prior Online Purchase Experience dan E-Trust secara simultan terhadap Online Repurchase Intention
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