ANALISA PENGARUH PERCEIVED QUALITY DALAM PEMBENTUKAN REPURCHASE INTENTION MELALUI BRAND TRUST PADA APLIKASI SHOPEE
(1) 
(*) Corresponding Author
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
Full Text:
PDFReferences
Aaker, J (1997). Dimentions of brand personality, Journal of Marketing Research, 34 (3), 347-356
Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37, 391–396. doi: 10.1016/s2212-5671(16)30142-3.
Cronin, Jr, J & Taylor, Steeve. (1992). Measuring service quality – a reexaminatio and extension. The Journal of Marketing. 56. 55-58
E, C., & Et, M. (2017). The Influence of brand trust, brand familiarity and brand experience on brand attachment: A Case of consumers in the Gauteng province of South Africa. Journal of Economics and Behavioral Studies, 9(1), 69. doi: 10.22610/jebs.v9i1.1558
Eftekhari, M., Shaabani, M., & Lotfizadeh, F. (2015). The Effect of perceived quality, perceived cost and repurchase intention in the insurance industry. International Journal of Management Sciences and Business Research, 4(3), 9–18.
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: The Role of brand trust, age, and income. European Business Review, 31(5), 610–645. doi: 10.1108/ebr-02-2017-0039
Jogiyanto & Abdillah. W. (2014). Konsep dan aplikasi PLS (Partial Least Square) untuk penelitian empiris. Yogyakarta : BPFE Yogyakarta
Lee, Y. C., Wu, W. L., & Lin, Y. C. (2014). The Effect of word-of-mouth, knowledge, and promotions on purchase intention of medical cosmetics. The Internasional Journal of Organizational Innovation, 6(3), 110–118.
Rahmatulloh, R., Yasri, Y., & Abror, A. (2019). The Influence of brand image and perceived quality on brand loyalty with brand trust as mediator in PT Bank Syariah Mandiri. Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018). doi:10.2991/piceeba2-18.2019.38
Sekaran, U., & Bougie, R. J. (2016). Research methods for business: A Skill building approach seventh Edition WileyPLUS Learning Space Card (7th ed.). Wiley.
Tuan, V. K., & Rajagopal, P. (n.d.). The Mediating effect of perceived quality on the customer loyalty in mall and medium-sized enterprises (SMEs) in the mobile phone sector in Ho Chi Minh City (HCMC)- Vietnam. International Journal of New Technology and Research (IJNTR), 11(3), 129–137.
Wijaya, H. R., & Astuti, S. R. T. (2018). The Effect of trust and brand image to repurchase intention in online shopping. Social Sciences, 1(1), 915–928
Refbacks
- There are currently no refbacks.