PERAN MEDIASI CUSTOMER SATISFACTION PADA PERCEIVED EASE OF USE, PERCEIVED USEFULNESS TERHADAP REPURCHASE INTENTION PENGGUNA E-COMMERCE DI JAKARTA

Tommy Setiawan Ruslim

Abstract


Pesatnya perkembangan electronic commerce (e-commerce) telah meningkatkan persaingan antarplatform belanja daring sehingga repurchase intention menjadi faktor penting dalam menjaga keberlanjutan bisnis dan loyalitas konsumen. Penelitian ini bertujuan menganalisis pengaruh perceived ease of use dan perceived usefulness terhadap repurchase intention dengan customer satisfaction sebagai variabel mediasi pada pengguna Lazada di Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan desain survei cross-sectional. Data dikumpulkan melalui penyebaran kuesioner secara daring kepada 232 responden. Setelah dilakukan proses penyaringan berdasarkan kriteria purposive sampling, sebanyak 208 responden dinyatakan memenuhi syarat dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa perceived ease of use dan perceived usefulness berpengaruh positif dan signifikan terhadap customer satisfaction maupun repurchase intention. Selain itu, customer satisfaction berpengaruh positif dan signifikan terhadap repurchase intention serta terbukti memediasi secara parsial hubungan antara perceived ease of use dan repurchase intention, maupun antara perceived usefulness dan repurchase intention. Penelitian ini memperluas penerapan Technology Acceptance Model dengan menegaskan peran mediasi customer satisfaction dalam menjelaskan repurchase intention konsumen pada konteks e-commerce di Indonesia. Temuan penelitian mengindikasikan bahwa peningkatan kemudahan penggunaan, manfaat yang dirasakan, dan kepuasan konsumen merupakan faktor penting dalam memperkuat repurchase intention pengguna Lazada.

Keywords


Kemudahan Penggunaan Yang Dirasakan; Kegunaan Yang Dirasakan Akan Diri; Kepuasan Pelanggan; Niat Pembelian Kembali; E-Commerce

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DOI: https://doi.org/10.37479/jimb.v9i2.41298

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Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo