The Influence of ewom characteristics on online repurchase intention mediating role of trust: case study of Zalora

Hermanto, Kevin and Christanto, Budi and Walukow, Priskila C. (2020) The Influence of ewom characteristics on online repurchase intention mediating role of trust: case study of Zalora. Masters thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted in order to find out the relationship between EWOM quantity, EWOM credibility, and EWOM quality with Repurchase Intention and whether Trust can mediate the relationship between EWOM quantity, EWOM credibility, and EWOM quality with Repurchase Intention. This research replicate Matute, Polo-Redondo, and Utrillas (2015). There are a total of 6 hypotheses which were proposed in this research. (1) EWOM Quantity affects Online Repurchase Intention in Zalora directly and positively; (2) EWOM Credibility affects Online Repurchase Intention in Zalora directly and positively; (3) EWOM Quality affects Online Repurchase Intention in Zalora directly and positively; (4) Trust mediates the relationship between EWOM Quantity and Online Repurchase Intention in Zalora; (5) Trust mediates the relationship between EWOM Credibility and Online Repurchase Intention in Zalora; (6) Trust mediates the relationship between EWOM Quality and Online Repurchase Intention in Zalora. Survey method was used in this research with a total sample of 413, in which questionnaire was used as a tool to collect data needed from the respondents. Smartpls 3.2.8 Program is used to analyze the data. After the data was analyzed, the three EWOM characteristics does not affect repurchase intention significantly. Whereas Trust only mediates the relationship between EWOM Quality, EWOM Credibility towards Repurchase Intention. Managerial implications and suggestions for future research were also provided in this research. / Penelitian ini dilakukan untuk mengetahui hubungan antara kuantitas EWOM, kredibilitas EWOM, dan kualitas EWOM dengan Repurchase Intention dan apakah Trust dapat memediasi hubungan antara kuantitas EWOM, kredibilitas EWOM, dan kualitas EWOM dengan Repurchase Intention. Penelitian ini mereplikasi Matute, Polo-Redondo, dan Utrillas (2015). Ada total 6 hipotesis yang diusulkan dalam penelitian ini. (1) Kuantitas EWOM mempengaruhi Niat Pembelian Kembali Online di Zalora secara langsung dan positif; (2) Kredibilitas EWOM mempengaruhi Niat Pembelian Kembali Online di Zalora secara langsung dan positif; (3) Kualitas EWOM mempengaruhi Niat Pembelian Kembali Online di Zalora secara langsung dan positif; (4) Trust memediasi hubungan antara Kuantitas EWOM dan Niat Pembelian Kembali Online di Zalora; (5) Trust memediasi hubungan antara Kredibilitas EWOM dan Niat Pembelian Kembali Online di Zalora; (6) Trust memediasi hubungan antara Kualitas EWOM dan Niat Pembelian Kembali Online di Zalora. Metode survei digunakan dalam penelitian ini dengan total sampel 413, di mana kuesioner digunakan sebagai alat untuk mengumpulkan data yang dibutuhkan dari responden. Program Smartpls 3.2.8 digunakan untuk menganalisis data. Setelah data dianalisis, ketiga karakteristik EWOM tidak mempengaruhi niat pembelian kembali secara signifikan. Sedangkan Trust hanya memediasi hubungan antara Kualitas EWOM, Kredibilitas EWOM terhadap Niat Beli Ulang. Implikasi dan saran manajerial untuk penelitian masa depan juga disediakan dalam penelitian ini.

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