PENGARUH E-WOM, KEPERCAYAAN, DAN KEPUASAN TERHADAP NIAT BELI KEMBALI: STUDI PADA PELANGGAN SITUS SHOPEE

Universitas Udayana

Abstrak

Repurchase intention is the subjective probability that someone will purchase a product or service continuously through an online site or shop in the future. In order for consumers to have high repurchase intentions, business people need to pay attention to the factors that influence repurchase intentions. The purpose of this study was to determine the effect of E-WOM, trust, and satisfaction on repurchase intention. This research was conducted on people who have already shopped on the Shopee website in Denpasar City. The number of samples taken was 120 respondents, with a non-probability sampling method, especially purposive sampling. Collecting data using a questionnaire that is distributed online via google form. The analysis technique used is multiple linear regression. The results showed that E-WOM has a positive and significant effect on repurchase intention. This shows that the more positive E-WOM that consumers receive, the more it will increase their repurchase intention. Satisfaction has a positive and significant effect on repurchase intention on the Shopee website. This shows that the higher the level of satisfaction, the higher the intention to repurchase.

Keywords: E-WOM, Trust, Satisfaction and Buyback Intention.