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Repurchase Intention Generasi Y dan Z pada E-commerce di Indonesia: Peran Mediasi Trust dan E-satisfaction
E-commerce is a very promising digital business that continues to grow throughout the year. To developers and business owners in the e-commerce sector, repurchase intention is a critical success factor for the survival of the business. The present study aims to analyze factors that impacts Gen Y and Gen Z?s e-commerce repurchase intention, by adapting an empirical model from previous study and explore the mediating role of trust and e-satisfaction to the attributes of e-commerce, namely security, ease of use, and privacy concerns. Purposive sampling method was used in this study with total a total of 387 respondents? data collected and then analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The findings suggest security, ease of use, and privacy concern have no direct effecet to repurchase intention, but indirect effect which mediated by trust and e-satisfaction.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12701 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Commerce E Repurchase intention Trust Satisfaction |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvii, 123 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |