Pengaruh Website Quality terhadap Repurchase Intention dengan Customer Trust sebagai Variabel Moderasi (Studi Kasus pada Shopee)

Abstract

Shopee is the e-commerce that occupies the highest position in Indonesia today. The growth of e-commerce in Indonesia encourages the importance of website quality to increase consumer repurchase intentions. The findings of previous research showing a gap in the effect of website quality on repurchase intention encourage the development of a new research model, namely adding moderating variables. So this study analyzes the effect of website quality on repurchase intention with customer trust as a moderating variable (case study on Shopee). The research uses quantitative methods and the statistical analysis used is moderated regression analysis (MRA) with 349 respondents aged at least 18 years who have shopped at Shopee at least once. Data was collected using a Likert scale on google form. The results showed: (1) website quality has a positive effect on repurchase intention; (2) customer trust is unable to moderate the effect of website quality on repurchase intention.