ABSTRACT

The rapid competitive growth in online eco-system drives companies to think of strategies on how to make their firms sustainable. Consumers’ satisfaction is important key for firms’ sustainability. Therefore, this study aims to investigate the effect of effort expectancy, performance expectancy, self-efficacy, trust in satisfaction, and the effect of satisfaction on intention to repurchase. These five hypotheses were built in this study. The population in this study consists of individuals who have shopped at Shopee. The sampling technique used is convenience sampling. There were 240 questionnaires distributed in this study with a response rate of 100%. The data analysis method used is PLS-SEM. The results of this study show that effort expectancy, performance expectancy, and self-efficacy have positive effects on satisfaction, while trust does not affect satisfaction and satisfaction has a positive effect on intention to repurchase. The management implications of this research indicate effort expectancy, performance expectancy, and customer self-efficacy are essential factors that influence satisfaction. Therefore, managers should pay attention to their e-commerce system performance and design user-friendly systems, as well as educate consumers to use e-commerce applications effectively. Business managers must also increase customer satisfaction in order to create repurchase intention.

Keywords; effort expectancy, performance expectancy, self-efficacy, satisfaction, repurchase intention

ABSTRAK

Pertumbuhan dan persaingan bisnis online mendorong perusahaan online memikirkan strategi bagaimana membuat bisnisnya dapat bertahan. Kepuasan pelanggan merupakan kunci penting agar perusahaan dapat bertahan. Untuk itu, penelitian ini bertujuan untuk menginvestigasi pengaruh effort expectancy, performance expectancy, self-efficacy dan kepercayaan terhadap kepuasan, dan pengaruh kepuasan terhadap niat untuk membeli kembali. Terdapat lima hipotesis yang dibangun pada penelitian ini. Populasi dari penelitian ini adalah individu yang pernah berbelanja di Shopee. Teknik pengambilan sampel yang digunakan adalah convenience sampling. Terdapat 240 kuisioner yang disebarkan pada penelitian ini dengan tingkat response rate sebesar 100%. Metode analisis data yang digunakan adalah PLS-SEM. Hasil dari penelitian ini adalah dari lima hipotesis yang dibentuk terdapat satu hipotesis yang ditolak. Hasilnya adalah yaitu effort expectancy, performance expectancy dan self-efficacy berpengaruh positif terhadap kepuasan, kepercayaan tidak berpengaruh terhadap kepuasan dan kepuasan berpengaruh positif terhadap niat untuk membeli kembali. Implikasi manajemen dari penelitian ini adalah effort expectancy, performance expectancy dan self-efficacy pelanggan merupakan faktor penting yang memengaruhi kepuasan. Untuk itu, pelaku bisnis harus memperhatikan kinerja sistem e-commerce, merancang sistem yang mudah dan mendidik konsumen agar dapat menggunakan aplikasi e-commerce dengan lancar. Selain itu, pengelola bisnis juga harus meningkatkan kepuasan pelanggan agar tercipta niat untuk berbelanja kembali.

Kata Kunci; effort expectancy, performance expectancy, self-efficacy, kepuasan, niat berbelanja kembali.

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