PENGARUH E-SERVICE QUALITY TERHADAP REPURCHASE INTENTION (Studi pada Anggota Group Facebook Bukalapak)

Abstract

E-commerce is all forms of buying and selling activities using electronic media. In e-commerce transactions, generally the media used is the internet as the most important communication medium. The development of e-commerce in Indonesia has grown very rapidly since the end of 2019 and coupled with the Covid-19 pandemic that has occurred in Indonesia. Repurchase intention is important for the company because it illustrates the company's level of success in marketing products to customers, especially in today's e-commerce world. This study aims to determine the effect of E-Service Quality on Repurchase Intention. The type of this research used is descriptive and verification, namely by describing and explaining the studied variable, then taking conclusions. The dependent variables in this research are Repurchase Intention (Y) and E-Service Quality (X) as independent variables. The population in this research are members of the Bukalapak facebook group. Sampling in this research has used a purposive sampling method, using non-probability sampling technique on 400 members of the Facebook group. The analysis technique used is Simple Linear Regression analysis with IBM SPSS 22.0 for Windows program tools. The result of this research that the description of E-service Quality on Repurchase Intention is in the good category. E-Service Quality have a positive and significant impact on Repurchase Intention.