MODEL EMPIRIS ONLINE TRUST DAN REPEAT PURCHASE PELANGGAN TERHADAP SITUS E-COMMERCE

Roswita Hafni, Jasman Saripuddin Hasibuan, Muslih Muslih, Willy Yusnandar

Sari

Penelitian ini bertujuan untuk mengetahui dan menganalisis model empiris online trust dan repeat purchase pelanggan Terhadap Situs E-Commerce (Studi Kasus pada Pelanggan E-Commerce di Kota Medan). Penelitian ini menggunakan pendekatan penelitian eksplanatori.  Skala pengukuran variabel menggunakan Skala Ordinal dengan teknik pengukuran variable menggunakan skala Likert. Populasi dalam penelitian ini adalah masyarakat kota Medan. Metode pengambilan sampel dilakukan dengan metode Purposive sampling (judgmental) dan snowball sampling. Kriteria pemilihan sampel dalam penelitian ini adalah masyarakat kota Medan yang pernah berkunjung dan melakukan transaksi di e-commerce yang ada di Indonesia lebih dari 3 kali. Teknik pengumpulan data yang digunakan yaitu wawancara, kuesioner (angket) dan studi pustaka. Metode analisis data yang digunakan adalah Model Persamaan Struktural (Structural Equation Model). Hasil penelitian menunjukkan bahwa Web Quality, Perceived Risk, dan Online Trust berpengaruh signifikan terhadap Repeat Purchase, begitu juga Web Quality dan Perceived Risk berpengaruh signifikan terhadap online trust. Web Quality berpengaruh terhadap Repeat Puchase melalui variabel Online Trust, dan Perceived Risk berpengaruh terhadap Repeat Purchase melalui variabel Online Trust.

Kata Kunci

Online Trust, repeat purchase, pelanggan, e-commerce

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