Pengaruh E-Grocery Application Quality Terhadap Online Repurchase Intention Melalui Online Shopping Experience
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan Pengaruh Application Quality terhadap Online Repurchase Intention melalui Online Shopping Experience pada Pelanggan Aplikasi E-Grocery Lokal. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah simple random sampling dengan ukuran sampel sebanyak 359 responden. Data diolah secara statistik menggunakan metode Structural Equation Modelling (SEM) dengan menggunakan program AMOS for Windows. Data diolah secara statistik menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian ini menemukan bahwa gambaran application quality, online shopping experience, dan online repurchase intention berada pada kategori sedang. Application quality memiliki pengaruh positif dan signifikan terhadap online repurchase intention melalui online shopping experience. Temuan ini menunjukkan bahwa pengaruh tidak langsung application quality memperoleh besaran pengaruh yang lebih rendah terhadap online repurchase intention, dibandingkan pengaruh langsung. Berdasarkan hasil penelitian, peneliti merekomendasikan agar aplikasi e-grocery mempertahankan dan meningkatkan performa layanan application quality agar dapat meningkatkan jumlah pelanggan yang bertahan menggunakan e-grocery dalam melakukan pembelian produk segar.
Keywords
References
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DOI: https://doi.org/10.17509/strategic.v25i2.83605
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