Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk melihat pengaruh cashback promotion dan eservice quality terhadap reuse intention yang dimediasi oleh customer satisfaction pada pengguna shopee di indonesia. didapatkan 119 responden pengguna shopee. analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil path analysis menunjukkan bahwa cashback promotion dan e-service quality berpengaruh signifikan terhadap customer satisfaction. cashback promotion, e-service quality dan customer satisfaction berpengaruh signifikan terhadap reuse intention. kemudian berdasarkan hasil indirect effect ditemukan bahwa customer satisfaction memediasi secara parsial pengaruh cashback promotion dan e-service quality terhadap reuse intention pada pengguna shopee di indonesia. kata kunci : reuse intention, cashback promotion, e-service quality, customer satisfaction

ABSTRACT This research aims to see the influence of cashback promotion and e-service quality on reuse intention which is mediated by customer satisfaction among Shopee users in Indonesia. There were 119 Shopee user respondents. Data analysis in this research uses the Partial Least Square (PLS) method to determine the influence between the variables involved. Based on the results of path analysis, it shows that cashback promotion and e-service quality have a significant effect on customer satisfaction. Cashback promotion, e-service quality and customer satisfaction have a significant effect on reuse intention. Then, based on the indirect effect results, it was found that customer satisfaction partially mediates the influence of cashback promotion and e-service quality on reuse intention among Shopee users in Indonesia. Keywords: Reuse Intention, Cashback Promotion, E-Service Quality, Customer Satisfaction