Citra Merek Terhadap Niat Pembelian Kembali: Kepuasan sebagai Pemediasi Persepsi Kemudahan Penggunaan pada Ecommerce Shopee

Brand Image on Repurchase Intention: Satisfaction as a Mediator of Perceived Ease of Use on Shopee Ecommerce

  • Dimas Bayu Prasetyo Universitas Pelita Bangsa
  • Heru Mulyanto Program Studi Manajemen Universitas IPWIJA
DOI: https://doi.org/10.37366/master.v4i1.1219
Keywords: Citra Merek, Kepuasan Konsumen, Niat Pembelian Kembali, Perspsi Kemudahan Penggunaan

Abstract

Penelitian ini bertujuan untuk mengeksplorasi peran kepuasan pelanggan sebagai mediator antara persepsi kemudahan penggunaan dan niat pembelian kembali, dengan citra merek sebagai faktor pendukung. Studi ini dilakukan pada pengguna platform e-commerce Shopee yang berdomisili di Bekasi sebanyak 83 responden dan metode analisis data menggunakan aplikasi smartPLS 3.0. Hasil penelitian ini adalah persepsi kemudahan penggunaan berpengaruh terhadap kepuaan pelanggan. Kepuasan pelanggan berpengaruh terhadap niat pembelian kembali. Citra merek berpengaruh terhadap niat pembelian kembali. Kepuaan pelanggan secara tidak langsung  memediasi persepsi kemudahan penggunaan terhadap niat pembelian kembali. Pengaruh yang ditunjukkan masing-masing memiliki arah positif.

This research aims to explore the role of customer satisfaction as a mediator between perceived ease of use and repurchase intention, with brand image as a supporting factor. The study was conducted on users of the Shopee e-commerce platform residing in Bekasi, involving 83 respondents, and the data analysis method employed was smartPLS 3.0. The findings of this research indicate that perceived ease of use has a significant impact on customer satisfaction. Customer satisfaction, in turn, influences repurchase intention. Brand image also influences repurchase intention. Customer satisfaction indirectly mediates the relationship between perceived ease of use and repurchase intention. The results of this study suggest a positive direction for repurchase intention on the Shopee application.

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Published
2024-10-20
How to Cite
Prasetyo, D. B., & Mulyanto, H. (2024). Citra Merek Terhadap Niat Pembelian Kembali: Kepuasan sebagai Pemediasi Persepsi Kemudahan Penggunaan pada Ecommerce Shopee: Brand Image on Repurchase Intention: Satisfaction as a Mediator of Perceived Ease of Use on Shopee Ecommerce. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 4(1), 59 - 68. https://doi.org/10.37366/master.v4i1.1219
Issue
Vol. 4 No. 1 (2024): MASTER: Jan 2024
Section
Articles

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