PENGARUH PRIOR ONLINE PURCHASE EXPERIENCE DAN ONLINE TRUST TERHADAP ONLINE REPURCHASE INTENTION DI ONLINE SHOP VERESA

elia samantha regina

Abstract


Fenomena saat ini menunjukan perkem-bangan pertumbuhan pengguna internet di Indonesia. Hal ini mengubah perilaku pembalian offline menjadi belanja online. Media sosial terpopuler saat ini adalah Instagram. Instagram merupakan salah satu media sosial dimana  peng-guna online untuk mencari dan mengikuti akun vendor seperti fashion dan online shop. Penelitian ini bertujuan untuk menganalisan pengaruh Prior Online Purchase Experience dan Online Trust terhadap Online Repurchase Intention di Online Shop Veresa. Penelitian ini dilaksanakan dengan menyebar kuesioner kepada 100 orang responden pelanggan Veresa. Teknik analisa yang di pakai adalah teknik analisis kuantitatif. Hasil penelitian ini menunukkan bahwa: prior online purchase experience memiliki pe-ngaruh yang signifikan terhadap online trust, prior online purchase experience memiliki pengaruh yang signifikan terhadap online repurchase intention, dan online trust memiliki pengaruh yang signifikan terhadap onilne repurchase intention. Hasil penelitian ini telah membuk-tikan bahwa pengalaman berbelanja konsumen di masa lalu merupakan kunci utama untuk mengarahkan persepsi yang positif bagi pelanggan dalam melakukan pembelian ulang di masa yang akan datang


Keywords


Fenomena saat ini menunjukan perkem-bangan pertumbuhan pengguna internet di Indonesia. Hal ini mengubah perilaku pembalian offline menjadi belanja online. Media sosial terpopuler saat ini adalah Instagram. Instagram merupakan salah satu media sosial diman

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