Pengaruh website design quality dan e-service quality terhadap repurchase intention Sociolla e-trust sebagai variable mediasi = Influence of website design quality and e-service quality on repurchase intention sociolla e-trust as mediating variabel

Candra, David Christopher and Tanaya, Maisie Adeline and Natalia, Velliana (2019) Pengaruh website design quality dan e-service quality terhadap repurchase intention Sociolla e-trust sebagai variable mediasi = Influence of website design quality and e-service quality on repurchase intention sociolla e-trust as mediating variabel. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh positif website design quality dan e-service quality terhadap repurchase intention. Beberapa tahun belakangan ini kecenderungan masyarakat Indonesia untuk melakukan pembelian online melalui e-commerce meningkat tajam terutama pada pembelian produk kosmetik.Sociollaberadapadaperingkatpertamauntuke-commerceyangbergerak pada industri fashion dan beauty. Meskipun permintaan terhadap produk Sociolla masih tergolong tinggi. Namun, adanya permasalahan pada pelayanan Sociolla kepada pelanggan website Sociolla. Maka diperlukan penelitian mengenai website designqualitydane-servicequalityterhadaprepurchaseintentionSociolla.Teknik pengambilan sampel pada penelitian ini menggunakan teknik non-probability sampling yaitu purposive sampling dimana responden merupakan pelanggan Sociolla khususnya di wilayah Jakarta dan Tangerang. Sampel dalam penelitianini berjumlah200respondendenganmetodepengumpulandataberupakuesioner.Data diolah dengan menggunakan analisis validitas, reliabilitas, dan analisis statistik. Adapun,pengolahandatamenggunakanPartialLeastSquare-StructuralEquation Modeling (PLS-SEM) diolah menggunakan software SmartPLS. Hasil penelitian menunjukkanbahwavariabelwebsitedesignqualitymemilikipengaruhpositifbaik secara langsung maupun tidak langsung terhadap repurchase intention dimediasi oleh e-trust, sedangkan variabel e-service quality tidak memiliki pengaruh secara langsung namun memiliki pengaruh secara tidak langsung terhadap repurchase intention dimediasi oleh e-trust./The purpose of this research is to find positive influence of website design quality and e-service quality towards repurchase intention. In this past few years many Indonesian citizens show tendency in purchasing products online through e-commerce websites particularly in cosmetic products. Sociolla as a leading brand in Indonesia's fashion and beauty e-commerce, leads the market demand of the industry. Although leading in market demand, Sociolla has problems regarding service towards their customers. This prompts research upon Sociolla's website design quality and e-service quality towards repurchase intention. This study uses non-probability sampling technique that is purposive sampling, where respondends are Sociolla customers within Jakarta and Tangerang area. The sample size used in this study amounts to 200 respondents using electronic quesionnaire as a form of data collection. Data is treated using validity, reliability, and statistical analysis. Data is then processed using Partial Least Square - Structural Equation Modeling (PLS-SEM) software SmartPLS, to further assess the validity and reliability of the data using statistical analysis. The result of this research concludes that website design quality both directly and indirectly affects repurchase intention positively, mediated by e-trust. Whilst, e-service quality does not directly affect repurchase intention, however it does indirectly affect repurchase intention mediated by e-trust.

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