Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Social Media Marketing Terhadap Repurchase Intention Melalui Customer Satisfaction pada Tokopedia

Farah Fathimah Az-zahra

doi:10.17977/um042v27i3p123-136

Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Social Media Marketing Terhadap Repurchase Intention Melalui Customer Satisfaction pada Tokopedia

Farah Fathimah Az-zahra

Abstract

Saat ini perkembangan e-commerce di Indonesia mengalami pertumbuhan tercepat kedua setelah Vietnam dan diproyeksikan terus tumbuh. Oleh karena itu penting bagi e-commerce menerapkan berbagai strategi guna menarik pelanggan melakukan pembelian berulang dan mempertahan eksistensi. Penelitian ini memiliki tujuan untuk menjelaskan bagaimana pengaruh perceived ease of use, perceived usefulness, dan social media marketing terhadap repurchase intention melalui customer satisfaction Tokopedia Indonesia. Jenis data yang diaplikasikan pada studi ini adalah kuantitatif menggunakan metode SEM-PLS dengan sampel generasi Z pengguna Tokopedia wilayah Kota Malang. Hasil penelitian ini menunjukan dampak pada perceived ease of use, perceived usefulness, social media marketing yang memiliki pengaruh secara positif dan signifikan pada repurchase intention melalui variabel mediasi customer satisfaction Tokopedia Indonesia. Melalui penelitian ini dimungkinkan untuk menarik kesimpulan bahwa pemasaran media sosial, kemudahaan penggunaan yang dirasakan, dan kegunaan yang dirasakan memiliki pengaruh pada kepuasan pengguna. Sementara pemasaran melalui media sosial dan kepuasan pelanggan juga secara langsung mempengaruh niat pembelian kembali

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DOI: http://dx.doi.org/10.17977/um042v27i3p123-136