The Influence of Consumer Experience and Consumer Trust on Repurchase Intention in Lazada E-commerce Among Generation Z

Abstract

This study aims to determine the influence of: (1) consumer experience on repurchase intention on Lazada e-commerce among Generation Z, (2) consumer trust on repurchase intention on Lazada e-commerce among Generation Z, and (3) consumer experience and trust on repurchase intention on Lazada e-commerce among Generation Z. This study is a causal associative study using a quantitative approach. The population of this study was Lazada e-commerce users in the Generation Z category in Indonesia. A sample of 100 respondents was taken. The primary data collection technique used a questionnaire, while secondary data was obtained from previous studies, books, journals, websites, online consumer reviews, and news portals. Data analysis techniques were conducted using research data descriptions, classical assumption tests, and hypothesis tests. The results of this study indicate: (1) a positive and significant influence of consumer experience on repurchase interest (54.9%) with a regression coefficient value of 0.553, a calculated t value greater than the t table (8.896>1.984) and a significance level of 0.000; (2) a positive and significant influence of consumer trust on repurchase interest (24.3%) with a regression coefficient value of 0.346, a calculated t value greater than the t table (2.804>1.984) and a significance level of 0.006; as well as (3) a simultaneous positive and significant influence of consumer experience and consumer trust on repurchase interest (57.4%) with a calculated F value greater than the F table (67.780>3.09).