Pengaruh Pengalaman Pelanggan, Kemudahan Penggunaan, Kepercayaan Konsumen, Dan Electronic Word of Mouth Terhadap Niat Beli Ulang Pada Pengguna Aplikasi Shopee Di Kota Purwokerto

Faradila Candra Puspita Sari, Andhi Johan Suzana, Ady Achadi, Tri Esti Masita, Arinastuti Arinastuti

Abstract


Tujuan penelitian ini untuk mengetahui dan menganalisis pengaruh pengalaman pelanggan, kemudahan penggunaan, kepercayaan konsumen, dan electronic word of mouth terhadap niat beli ulang pada aplikasi Shopee di Kota Purwokerto. Populasi penelitian ini adalah pengguna aplikasi Shopee di Kota Purwokerto. Teknik pengambilan sampel menggunakan teknik purposive sampling dengan 100 responden. Analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukan bahwa pengalaman pelanggan berpengaruh positif signifikan terhadap niat beli ulang, kemudahan penggunaan berpengaruh positif signifikan terhadap niat beli ulang, kepercayaan konsumen berpengaruh positif dan signifikan terhadap niat beli ulang, dan electronic word of mouth berpengaruh positif signifikan terhadap niat beli ulang. Implikasi penelitian: aplikasi Shopee agar lebih meningkatkan citra aplikasi, mutu dan kualitas, memperhatikan kendala-kendala yang mungkin dapat muncul ketika proses transaksi, serta memberikan layanan aplikasi belanja yang memuaskan sehingga dapat memberikan feedback positif yang akan diberikan konsumen melalui media sosial.

Keywords


electronic word of mouth; kemudahan penggunaan; kepercayaan konsumen; niat beli ulang; pengalaman pelanggan

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References


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