GENERATION Z REPURCHASE INTENTION IN INDONESIA E-COMMERCE: E-WOM MODERATION AND CUSTOMER TRUST MEDIATION

Abstract

This study aims to analyze the effect of e-service quality on customer trust and repurchase intention, customer trust on repurchase intention, mediation of customer trust in e-service quality on repurchase intention and the effect of e-service quality on moderated customer trust by e-WOM on e-commerce in Indonesia. This research is quantitative research by distributing questionnaires to respondents. The population in this study are Generation Z e-commerce customers in Indonesia. The sample selection method uses non-probability sampling with convenience sampling. The sample of this research is 203 respondents. Data analysis used the PLS Structural Equation Modeling (SEM) method. The results of this study indicate that e-service quality has a positive and significant effect on customer trust and repurchase intention, customer trust has a positive and significant effect on repurchase intention, e-service quality has a positive and significant effect on repurchase intention through customer trust and e-WOM is unable to moderate the effect of e-service quality on customer trust.