Pengaruh Perceived Trust dan Perceived Enjoyment Terhadap Repurchase Intention (Studi Pada Pengguna Tokopedia di Kota Medan)

Abstract

The increasing number of internet users in Indonesia proves that most Indonesians use the internet for their daily needs. One of the benefits that can be used from the internet is shopping online. One of the e-commerce that is widely known by some Indonesian people is Tokopedia. Tokopedia ranks first as the most trusted e-commerce and as the most visited e-commerce in 2022. The dominance of using Tokopedia compared to other e-commerce creates various perceptions of the trust and convenience provided by Tokopedia so that it attracts users to repurchase. This study aims to determine the effect of perceived trust and perceived enjoyment on repurchase intention among Tokopedia users in Medan City. The influence between perceived trust and perceives enjoyment will bw analyzed partially and simultaneously on repurchase intention. The form of this research is quantitative research with an associative approach. The population in this study were all Tokopedia users in Medan City with a sample of 100 people. The sampling technique used is non-probability sampling with purposive sampling. Data collection techniques were carried out using primary data obtained through direct distribution of questionnaires and secondary data obtained through library research. The analysis technique used is validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, partial test, simultaneous test and coefficient of determination test processed through SPSS software. The results of this study indicate that Perceived Trust has a significant positive effect on Repurchase Intention with a sig value of 0.000 <0.05 and has a positive regression coefficient value of 0.638 and Perceived Enjoyment a significant positive effect on Repurchase Intention with a sig value of 0.019 <0.05 and also has the value of the regression coefficient which is positive is 0.391. In simultaneous testing the variables Perceived Trust and Perceived Enjoyment influence simultaneously with an influence level of 61.3%, while the remaining 38.7% are influenced by factors outside this research model.