Electronic Theses and Dissertation

Penelitian ini dilakukan bertujuan untuk menguji pengaruh kualitas pelayanan elektronik, pengalaman belanja pelanggan, dan kepercayaan terhadap putusan pembelian kembali yang dimediasi oleh keterlibatan pelanggan pada e-commerce shopee. dalam penelitian ini teknik yang digunakan dalam pengambilan sampel adalah teknik non probability sampling dengan menggunakan metode quota sampling dengan jumlah responden sebanyak 150 responden. teknik analisis data yang digunakan yaitu menggunakan sem (structural equation modelling). berdasarkan hasil pengolahan data diperoleh bahwa kualitas pelayanan elektronik berpengaruh terhadap keterlibatan pelanggan, pengalaman berbelanja pelanggan berpengaruh terhadap keterlibatan pelanggan, kepercayaan berpengaruh terhadap keterlibatan pelanggan. kemudian kualitas pelayanan elektronik memiliki pengaruh terhadap putusan pembelian kembali, pengalaman belanja pelanggan berpengaruh terhadap putusan pembelian kembali, kepercayaan tidak berpengaruh terhadap putusan pembelian kembali, keterlibatan pelanggan tidak berpengaruh terhadap putusan pembelian kembali. kata kunci : kualitas pelayanan elektronik, pengalaman belanja pelanggan, kepercayaan, keterlibatan pelanggan, putusan pembelian kembali.

The purpose of this study was to examine the effect of e-service quality, customer shopping experience, and trust on repurchase intention mediated by customer engagement at Shopee e-commerce. In this study, the sampling technique used is non-probability sampling with a quota sampling method with a total of 150 respondents. The data analysis technique used is the structural equation model (SEM). The result showed that e-service quality has an effect on customer engagement, the customer shopping experience has an effect on customer engagement, and trust has an effect on customer engagement. Then, e-service quality has an effect on repurchase intention, the customer shopping experience has an effect on repurchase intention, and trust has no effect on repurchase intention, customer engagement has no effect on repurchase intention. Keywords: e-service quality, customer shopping experience, trust, customer engament, repurchase intention.