Peran Etika Bisnis dalam Peningkatan E-WOM, E-Trust dan E-Satisfaction untuk Meningkatkan Repurchase Intention
DOI:
https://doi.org/10.31949/entrepreneur.v5i1.8406Abstrak
Penelitian ini bertujuan untuk menguji dan menganalisis faktor-faktor yang mempengaruhi niat beli ulang yang melibatkan variabel electronic word of mouth (e-WOM), e-trust, dan e-satisfaction. Objek penelitian ini adalah mahasiswa di Indonesia yang pernah melakukan transaksi di marketplace shopee. Regresi linier berganda adalah teknik analisis yang digunakan untuk menguji pengaruh variabel independen terhadap variabel dependen. Setelah 203 sampel diuji, ditemukan bahwa e-satisfaction memiliki pengaruh yang positif dan signifikan. Sedangkan e-WOM dan e-trust memiliki pengaruh positif dan tidak signifikan.
Kata Kunci:
repurchase intention, e-wom, e-satisfaction, e-trust, shopeeUnduhan
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