Analysis Of Consumer Repurchase Intention On Shopee E-Commerce Using The TAM Approach: Consumer Satisfaction As A Mediator

Febiwenesya Forever; Fitri Yutika

Authors

Febiwenesya Forever Prodi Bisnis Digital, Institut Teknologi Dan Bisnis Sabda Setia
Fitri Yutika Prodi Bisnis Digital, Institut Teknologi Dan Bisnis Sabda Setia

Keywords:

E-Commerce, Repurchase Intention, Customer Satisfaction, Perceived Ease of Use, Perceived Usefulness

Abstract

During the COVID-19 pandemic, people changed their shopping patterns to meet daily needs. One of the changes is the increase in online shopping. Both society and the business world have increasingly adapted to many changes in the post-pandemic period. Various online shopping sites have emerged, including several e-commerce platforms widely used by Indonesian society. The purpose of this research is to examine the influence of perceived ease of use and perceived usefulness on repurchase intention on the e-commerce platform Shopee in Pontianak through the mediating role of customer satisfaction. This research employs a quantitative method, with data collected through online questionnaires using Google Forms. The population of this study consists of consumers who have made online purchases via the Shopee e-commerce platform. The sampling technique used is purposive sampling, and 148 respondents were obtained. Data analysis was performed using partial least squares structural equation modeling (PLS-SEM) with the tool SmartPLS 3.0. The results of this study show that there is an influence of perceived ease of use and perceived usefulness on customer satisfaction, each with values of 0.025 and 0.000, indicating significance. Additionally, there is a mediating role of customer satisfaction in the relationship between perceived usefulness and repurchase intention, with a p-value of 0.000.

Downloads

Download data is not yet available.

References

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982–1003. https://doi.org/10.1287/mnsc.35.8.982

Hair, J. F., Hult, T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. http://www.

Kahar, A., Wardi, Y., & Patrisia, D. (2019). The Influence of Perceived Usefulness, Perceived Ease of Use, and Perceived Security on Repurchase Intention at Tokopedia.com.

Mustakim, N. A., Hasan, Z., Sauid, M. K., Ebrahim, Z. B., & Mokhtar, N. (2022). Factors Affecting Customer Satisfaction on Shopee. International Journal of Academic Research in Business and Social Sciences, 12(10). https://doi.org/10.6007/IJARBSS/v12-i10/14751

Nadeem, M. A., Liu, Z., Pitafi, A. H., Younis, A., & Xu, Y. (2020). Investigating the repurchase intention of Bitcoin: empirical evidence from China. Data Technologies and Applications, 54(5), 625–642. https://doi.org/10.1108/DTA-10-2019-0182

Ningtyas, D. A. K., & Kurniawan, D. T. (2024). The Influence of Perceived Usefulness, Perceived Ease of Use, and Electronic Word of Mouth on Customer Loyalty Through Repurchase Intention in the TikTok Shop Feature (pp. 217–230). https://doi.org/10.2991/978-2-38476-261-3_20

Oktafiani, H., Yohana, C., & Saidani, B. (2021). Pengaruh Perceived Ease of Use dan Perceived Usefulness Terhadap Customer Satisfaction E-Wallet X. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(2), 562–576.

Oktarini, M. A. S., & Wardana, I. M. (2018). Pengaruh Perceived Ease of Use dan Perceived Enjoyment terhadap Customer Satisfaction dan Repurchase Intention. In INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia (Vol. 1, Issue 2).

Sugiyono. (2014). Metode Penelitian kuantitatif, kualitatif dan R & D . Alfabeta.

Syaharani, D. P., & Yasa, N. N. K. (2022). The Role of Trust as Mediation between Perceived Usefulness and Perceived Ease of Use on Repurchase Intention. European Journal of Development Studies, 2(3), 36–40. https://doi.org/10.24018/ejdevelop.2022.2.3.91

Tandon, U., Kiran, R., & Sah, A. N. (2016). Analysing the complexities of website functionality, perceived ease of use and perceived usefulness on customer satisfaction of online shoppers in India. In Int. J. Electronic Marketing and Retailing (Vol. 7, Issue 2).

Wilson, N. (2019). The Impact of Perceived Usefulness and Perceived Ease of Use toward Repurchase Intention in the Indonesian E-Commerce Industry. Jurnal Manajemen Indonesia , 19(3), 241–249.

Wilson, N., Alvita, M., & Wibisono, J. (2021). THE EFFECT OF PERCEIVED EASE OF USE AND PERCEIVED SECURITY TOWARD SATISFACTION AND REPURCHASE INTENTION. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 145. https://doi.org/10.24912/jmieb.v5i1.10489

Wilson, N., Keni, K., & Tan, P. H. P. (2021). The Role of Perceived Usefulness and Perceived Ease-of-Use Toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262–294. http://journal.ugm.ac.id/gamaijb

Wiyono, G. (2020). Merancang penelitian bisnis dengan alat analisis SPSS 25 dan SmartPLS 3.2.8 (2nd ed.). UPP STIM YKPN.

Yutika, F. (2023). FACTORS INFLUENCING COFFEE SHOP ENTREPRENEUR’ INTENTION USING SHOPEE PARTNER APPLICATION. Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi