E-TRUST DAN REPURCHASE INTENTION: STUDI INTERAKSI DENGAN E-WOM DI EKOSISTEM E-COMMERCE

Chusnu Syarifa Diah Kusuma; Fajar Wahyu Nugroho; Betanika Nila Nirbita; Barida Rakhma Nuranti; Ayu Sekarningtyas

doi:10.21831/efisiensi.v20i2.80081

E-TRUST DAN REPURCHASE INTENTION: STUDI INTERAKSI DENGAN E-WOM DI EKOSISTEM E-COMMERCE

Chusnu Syarifa Diah Kusuma, Universitas Negeri Yogyakarta, Indonesia
Fajar Wahyu Nugroho, Universitas Negeri Yogyakarta, Indonesia
Betanika Nila Nirbita, Universitas Negeri Yogyakarta, Indonesia
Barida Rakhma Nuranti, Universitas Negeri Yogyakarta, Indonesia
Ayu Sekarningtyas, Universitas Negeri Yogyakarta, Indonesia

10.21831/efisiensi.v20i2.80081

Abstract

Abstrak: E-Trust dan Repurchase Intention: Studi Interaksi dengan E-WOM di Ekosistem E-Commerce. Perkembangan teknologi digital telah mendorong peningkatan penggunaan platform e-Commerce sebagai media utama dalam transaksi perdagangan. Penelitian bertujuan menganalisis: 1) pengaruh e-Trust terhadap e-WOM; 2) pengaruh e -WOM terhadap Online Repurchase Intention; 3) E-Trust terhadap Online Repurchase Intention; 4) E-Trust terhadap Online Repurchase Intention melalui e-WOM. Penelitian ini menggunakan pendekatan kuantitatif dengan analisis jalur. Data dikumpulkan melalui kuesioner yang dirancang dengan skala Likert, yang disebarkan kepada konsumen e-Commerce yang memiliki pengalaman pembelian ulang. Analisis statistik menggunakan SmartPLS 3.0 mengonfirmasi validitas, reliabilitas, serta mendukung hipotesis. Hasil penelitian menunjukkan bahwa e-Trust memiliki pengaruh positif dan signifikan terhadap e-WOM; e-WOM memiliki pengaruh positif dan signifikan terhadap Online Repurchase Intention; e-Trust tidak memiliki pengaruh signifikan langsung terhadap Online Repurchase Intention; e-WOM terbukti menjadi variabel mediasi yang signifikan dalam hubungan antara e-Trust dan Online Repurchase Intention. Temuan ini menegaskan pentingnya e-Trust dalam membangun e-WOM yang pada akhirnya mendorong Online Repurchase Intention melalui mekanisme mediasi e-WOM.

Kata Kunci: e-Commerce; e-Trust; e-WOM; Online Repurchase Intention

Abstract: E-Trust and Repurchase Intention: An Interaction Study with E-WOM in the E-Commerce Ecosystem. The development of digital technology has driven the increasing use of e-Commerce platforms as the primary medium for trade transactions. This study aims to analyze: 1) the effect of e-Trust on e-WOM; 2) the effect of e-WOM on Online Repurchase Intention; 3) the effect of e-Trust on Online Repurchase Intention; and 4) the effect of e-Trust on Online Repurchase Intention mediated by e-WOM. A quantitative approach with path analysis was employed. Data were collected using a Likert-scale questionnaire distributed to e-Commerce consumers with repurchase experience. Statistical analysis using SmartPLS 3.0 confirmed the validity and reliability of the model while supporting the hypotheses. Results indicate that e-Trust positively and significantly affects e-WOM, e-WOM positively and significantly impacts Online Repurchase Intention, e-Trust does not directly influence Online Repurchase Intention, and e-WOM serves as a significant mediator between e-Trust and Online Repurchase Intention. These findings emphasize the importance of e-Trust in fostering e-WOM to drive Online Repurchase Intention through mediation.

Keywords: e-Commerce; e-Trust; e-WOM; Online Repurchase Intention

Keywords

e-Commerce; e-Trust; e-WOM; Online Repurchase Intention

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DOI: https://doi.org/10.21831/efisiensi.v20i2.80081