Pengaruh Customer Online Review, Discount, Service Quality Terhadap Repurchase Intention Secara Online di Shopee dengan Trust sebagai Variabel Mediasi
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Abstract
Pesatnya pertumbuhan e-commerce di Indonesia menciptakan persaingan yang semakin ketat, sehingga platform seperti Shopee perlu memahami faktor-faktor yang mempengaruhi loyalitas konsumen, khususnya dalam bentuk repurchase intention. Penelitian ini bertujuan untuk menganalisis pengaruh customer online review, discount, dan service quality terhadap repurchase intention, dengan trust sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif kausalitas dan teknik purposive sampling. Data dikumpulkan dari 115 responden pengguna Shopee yang pernah melakukan pembelian online. Pengolahan data dilakukan menggunakan metode Partial Least Square - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa customer online review, discount, dan service quality berpengaruh positif terhadap trust. Selain itu, customer online review, discount, service quality juga berpengaruh langsung terhadap repurchase intention. Temuan ini juga mengonfirmasi bahwa trust memiliki pengaruh positif terhadap repurchase intention, serta menjadi variabel mediasi yang signifikan dalam hubungan antara ketiga variabel bebas, yaitu customer online review, discount, service quality terhadap repurchase intention. Penelitian ini memberikan wawasan bagi pelaku e-commerce dalam meningkatkan loyalitas konsumen melalui penguatan aspek trust, pengelolaan ulasan yang kredibel, merancang strategi discount yang lebih berdampak, serta peningkatan service quality yang konsisten.
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