Kepercayaan Sebagai Mediasi: Pengaruh Preceived Value, Vendor Specific Guarantees, Return Policy, Dan Security Terhadap Repurchase Intention Produk Eletronik Di Shopee
DOI:
https://doi.org/10.30595/jmbt.v4i2.24443Keywords:
perceived value, vendor-specific guarantees, return policy, security, kepercayaan.Abstract
Perkembangan teknologi yang pesat memberikan kemudahan dalam kehidupan manusia. Kemudahan ini telah membuka berbagai peluang baru, termasuk dalam hal berbelanja. Kemunculan berbagai platfrom e-commerce telah mengubah cara konsumen membeli produk salah satunya produk elektronik. Penelitian ini bertujuan untuk menyelidiki bagaimana pengaruh perceived value, vendor-specific guarantees, return policy, dan security terhadap repurchase intention produk elektronik di Shopee, dengan kepercayaan sebagai variabel mediasi. Populasi terdiri dari orang Indonesia yang telah aktif menggunakan Shopee dalam enam bulan terakhir dan pernah melakukan pembelian produk elektronik. Metode purposive sampling digunakan untuk memilih 200 sampel responden. Analisis data melalui Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived value, vendor-specific guarantees, return policy, dan security memiliki dampak signifikan terhadap repurchase intention. Kepercayaan ditemukan memediasi hubungan antara perceived value, vendor-specific guarantees, return policy, dan security terhadap repurchase intention. Penelitian ini menyimpulkan bahwa kepercayaan merupakan elemen penting dalam menumbuhkan niat pembelian ulang produk elektronik di Shopee.
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