How Perceived Usefulness and Perceived Ease of Use Affecting Intent to Repurchase?

Abstract

This study was commenced in order to determine whether or not perceived usefulness and perceived ease of use positively affecting consumers’ intention to repurchase, both in a direct and indirect manner through both trust and customer satisfaction. A sum of 250 respondents joined this study, while a total of 236 data were deemed usable to be further processed and analyzed in this study. Survey method was applied in this study, in which all of the data gathered from the respondents using questionnaires which were distributed both personally and electronically. All of the data then were analyzed using PLS-SEM method. In accordance with the results, author conclude that both perceived usefulness and perceived ease of use play a significant and important role in affecting consumers’ intention to repurchase, both directly and indirectly toward customer satisfaction and trust, in which trust plays a stronger role as a mediator as compared to satisfaction.

Perceived ease of use, trust, dan customer satisfaction sebagai prediktor terhadap repurchase intention

“…Pada uji hipotesis pertama menghasilkan nilai p-value dan nilai t-value yang memenuhi ketentuan dan kriteria yang ditetapkan, maka menghasilkan hipotesis pertama didukung. Dari hasil pengujian hipotesispun sejalan dengan hasil penelitian terdahulu pada penelitian yang dilakukan oleh Chiu et al (2009); Lee et al ( 2011); dan Keni (2020). Pada penelitian oleh Chiu et al (2009) dan Lee et al ( 2011) menemukan bahwa perceived ease of use mempunyai hubungan positif terhadap repurchase intention.…”

“…Salah satu faktor yang memengaruhi repurchase intention adalah perceived ease of use. Menurut Keni (2020), perceived ease of use positif dan signifikan dalam memrediksi repurchase intention. Hasil penelitian ini bertolak belakang dengan Mohamed et al (2014) yang menunjukkan hasil penelitian bahwa perceived ease of use tidak signifikan dalam memengaruhi repurchase intention.…”

“…Pengalaman seseorang terhadap penggunaan belanja online yang mudah terhadap platform belanja online tersebut akan memberikan perspektif positif pada pengguna tersebut untuk melakukan pembelian ulang terhadap toko belanja online tersebut. Lebih lanjut, penelitian yang dilakukan oleh Keni (2020) menjelaskan bahwa perceived ease of use berpengaruh positif terhadap repurchase intention pada penelitian terhadap sektor e-commerce di Indonesia. Berdasarkan uraian peneliti terdahulu di atas, hipotesis penelitian dapat dirumuskan sebagai berikut: H1: Perceived ease of use secara positif memrediksi repurchase intention pada industri e-commece di Jakarta.…”

“…Customer satisfaction, menurut Kotler & Keller (2016), merupakan perasaan seseorang akan senang atau kecewa yang dirasakan dari perbandingan kinerja produk yang dirasakan (atau hasil) dalam kaitannya dengan harapannya. Pada penelitian terdahulu oleh Keni (2020), ditemukan bahwa customer satisfaction berpengaruh positif terhadap repurchase intetnion pada penelitian terhadap sector ecommerce di Indonesia. Lebih lanjut, penelitian terhadulu oleh Wilson et al (2019) menemukan bahwa customer satisfaction memiliki pengaruh positif terhadap repurchase intention.…”

Brand Personality as a Predictor of Consumer Brand Relationship

“…Brand trust could be influenced by brand personality (Mollinilo et al, 2017), satisfaction (Menidjel et al, 2017), brand experience (Ramaseshan and Stein, 2014), brand logo identification, and brand logo benefit (Japutra et al, 2015). It has been shown that brand trust plays a great role on motivating customers to engage in transactional activities with the company (Keni, 2020). Brand love could be affected by brand trust, brand commitment, brand identification (Albert and Merunka, 2013), brand personality (Ismail and Spinelli, 2012), and brand image (Bambang et al, 2017).…”