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