The Effect of E-Service Quality and E-Trust on Repurchase Intention through E-Customer Satisfaction on Shopee E-Commerce Users
Ahmad Tarmizi (1*) Amrin Fauzi (2), Syafrizal Helmi Situmorang (2)

Universitas Sumatera Utara

Abstract

This study was conducted to determine the effect of e-service quality and e-trust on repurchase intention through e-customer satisfaction on Shopee e-commerce users. The very rapid growth of e-commerce has caused e-commerce-based companies to emerge and business competition in the e-commerce industry is getting stronger. E-commerce companies are required to be more creative and careful in determining sales strategies in order to continue to exist in this industry. The research data used in this study are primary and secondary data. Primary data comes from the results of distributing questionnaires to consumers who have used and made purchases at Shopee e-commerce.
The results showed that E-service quality in e-commerce has a positive and significant influence on consumer E-satisfaction. However, consumer E-trust on e-commerce has no effect on consumer E-satisfaction. In addition, the results of research with a positive and significant influence were also found by consumer E-satisfaction on repurchase intention in e-commerce. The results of this study provide information that the better the quality of e-service from an e-commerce, the higher the consumer satisfaction (e-satisfaction), but the increase in e-satisfaction is not influenced by changes in consumer trust (e-trust). However, the e-satisfaction perceived by consumers will affect the repurchase intention of these consumers towards e-commerce.

Keywords: Keywords: E-service Quality, E-trust, Repurchase Intention, E-Customer Satisfaction, E-Commerce

Topic: Marketing Management