Pengaruh E-Service Quality dan Customer Satisfaction terhadap Repurchase Intention melalui Online Consumer Review sebagai Variabel Intervening pada Marketplace Shopee

Abstract

The objective of the research is to analyze of e-service quality and customer satisfaction on repurchase intention through online consumer reviews in Shopee marketplace. This is an associative research. The sample was 190 women aged 20-35 years and had bought products at Shopee at least 2 times in Medan City. The method are analyzed with Structural Equation Modeling (SEM) using SmartPLS 3.0. The results of this study indicate that e-service quality have a significant effect on customer satisfaction, e-service quality and customer satisfaction have a significant effect on online consumer reviews, e-service quality has no significant effect on repurchase intentions, but customer satisfaction and online consumer reviews have a significant effect on repurchase intentions. E service quality has a significant effect, while customer satisfaction has no significant effect on repurchase intention through online consumer reviews as an intervening variable at the marketplace Shopee.

Penelitian ini bertujuan untuk menganalisis variabel e-service quality dan customer satisfaction terhadap repurchase intention melalui online consumer review pada marketplace Shopee. Jenis penelitian yang digunakan dalam penelitian ini adalah asosiatif. Sampel pada penelitian ini sebanyak 190 perempuan yang berusia 20-35 tahun dan pernah membeli produk di Shopee minimal 2 kali di Kota Medan. Metode analisis pada penelitian ini menggunakan metode Structural Equation Modelling (SEM) dengan alat analisis Smart PLS versi 3.0. Hasil penelitian ini menunjukkan bahwa e-service quality berpengaruh signifikan terhadap customer satisfaction, e-service quality dan customer satisfaction berpengaruh siginifikan terhadap online consumer review, e-service quality tidak berpengaruh signifikan terhadap repurchase intention, sedangkan customer satisfaction dan online consumer review berpengaruh signifikan terhadap repurchase intention. E-service quality berpengaruh signifikan, sedangkan customer satisfaction tidak berpengaruh signifikasn terhadap repurchase intention melalui online consumer review sebagai variabel intervening pada marketplace Shopee.