Electronic Theses and Dissertation

abstrak penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, pengalaman belanja, dan kepercayaan terhadap minat beli ulang produk busana muslim di marketplace shopee. data yang digunakan dalam penelitian ini yaitu data primer. penelitian ini menggunakan pendekatan kuantitatif dengan populasi generasi z kota banda aceh. jumlah sampel sebanyak 115 responden yang diambil dengan teknik non-probability sampling dan metode purposive sampling. teknis analisis data menggunakan regresi linear berganda dengan bantuan spss. hasil penelitian ini menunjukkan bahwa variabel harga berpengaruh positif terhadap minat beli ulang, sedangkan variabel kualitas produk, pengalaman belanja dan kepercayaan tidak berpengaruh terhadap minat beli ulang. adapun secara simultan variabel kualitas produk, harga, pengalaman belanja dan kepercayaan berpengaruh terhadap minat beli ulang. oleh karena itu, kepada penjual diharapkan dapat memperhatikan kualitas produk dan pengalaman belanja agar konsumen percaya dan dapat kembali membeli produk melalui marketplace. kata kunci: kualitas produk, harga, pengalaman belanja, kepercayan, minat beli ulang

ABSTRACT This research aims to analyze the influence of product quality, price, shopping experience and trust on interest in repurchasing Muslim fashion products on the Shopee marketplace. The data used in this research is primary data. This research uses a quantitative approach with the generation Z population of Banda Aceh City. The total sample was 115 respondents taken using non-probability sampling techniques and purposive sampling methods. The data analysis technique uses multiple linear regression with the help of SPSS. The results of this research show that the price variable has a positive effect on repurchase interest, while the product quality, shopping experience and trust variables have no effect on repurchase interest. Simultaneously, the variables product quality, price, shopping experience and trust influence repurchase interest. Therefore, sellers are expected to pay attention to product quality and shopping experience so that consumers trust and can buy products again through the marketplace. Keywords: Product Quality, Price, Shopping Experience, Trust, Repurchase Intention