Publication Date: 2023/05/23
Abstract: This research aims to determine and analyze the effect of perceived ease of use, perceived usefulness, perceived price, and e-service quality on e-repurchase intention to the Shopee marketplace application, either directly or indirectly through e-satisfaction. The population in this research are users of the Shopee marketplace application services located in Jabodetabek. Sampling was carried out using purposive sampling, with the criteria of consumers who are in Jabodetabek and have made online shopping transactions at least twice on the Shopee marketplace application within six months. The sample size is 171 respondents. The structural equation model was chosen as the analysis method. The results of this research showed perceived usefulness, perceived price and e-service quality have a positive and significant effect on e-satisfaction, while perceived ease of use has a positive and insignificant effect on e-satisfaction. There is a positive and significant influence between e-satisfaction, perceived ease of use and perceived price with e-repurchase intention, perceived usefulness have a positive and insignificant effect on e-repurchase intention and then e-service quality does not have a positive and insignificant effect on e-repurchase intention. Furthermore, e-satisfaction plays a role in mediating the relationship between perceived usefulness, perceived price, and e-service quality on e-repurchase intention.
Keywords: Perceived Ease of use, Perceived Usefulness, Perceived Price, E-Service Quality, E-Repurchase Intention, Shopee Marketplace.
DOI: https://doi.org/10.5281/zenodo.7962524
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23MAY811.pdf
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