ANALISA PENGARUH PERCEIVED QUALITY DALAM PEMBENTUKAN REPURCHASE INTENTION MELALUI BRAND TRUST PADA APLIKASI SHOPEE

Felicia Febriana Koharyanto

Abstract


Berkembangnya teknologi dengan begitu pesat khususnya internet merubah pola berbelanja konsumen dari offline ke online. Konsumen lebih menyukai berbelanja di market place dibandingkan offline store. Salah satu market place yang sering dikunjungi konsumen adalah Shopee. Oleh karena itu, penelitian ini menganalisa bagaimana hubungan dan pengaruh perceived quality dalam pembentukan repurchase intention melalui brand trust pada aplikasi Shopee. Jenis penelitian yang digunakan kuantitatif kausal. Jumlah sampel sebanyak 100 responden pengguna aplikasi Shopee di Surabaya. Teknik analisa data menggunakan program PLS. Hasil akhir yang diperoleh adalah perceived quality berpengaruh signifikan positif terhadap brand trust. Bukan hanya itu saja perceived quality juga berpengaruh signifikan positif terhadap repurchase intention. Selain itu, variabel brand trust juga berpengaruh signifikan positif terhadap repurchase intention


Keywords


perceived quality, repurchase intention, brand trust

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References


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