Abstract
This study aims to determine the influence of perceived ease of use, perceived enjoyment, and trust on customer satisfaction and repurchase intention in online shopping of apparel. The design of the study is a survey research with type of research is explanatory, sample used of 100 people. The data analysis technique used is path analysis. The results showed that perceived ease of use variable has no significant influence on customer satisfaction, while perceived enjoyment and trusts have positive and significant influence on customer satisfaction. The results also showed that perceived enjoyment and customer satisfaction has no significant influence on repurchase intention, while perceived ease of use and trust has positive and significant influence on repurchase intention.
Highlights
This study aims to determine the influence of perceived ease of use, perceived enjoyment, and trust on customer satisfaction and repurchase intention in online shopping of apparel
The results showed that perceived ease of use variable has no significant influence on customer satisfaction, while perceived enjoyment and trusts have positive and significant influence on customer satisfaction
The results also showed that perceived enjoyment and customer satisfaction has no significant influence on repurchase intention, while perceived ease of use and trust has positive and significant influence on repurchase intention
Summary
Perkembangan teknologi internet yang semakin canggih memberikan manfaat bagi banyak pihak, termasuk para pelaku bisnis di Indonesia. Faktor kepuasan telah banyak digunakan dalam berbagai penelitian, yang berkaitan dengan faktor-faktor yang mempengaruhi niat pembelian ulang dalam konteks e-commerce (Wen et al, 2011). Niat pembelian ulang belanja online dapat dipengaruhi oleh berbagai faktor diantaranya perceived usefulness, perceived ease of use, perceived enjoyment, perceived security dan privacy concerns (Cha, 2011). Sedangkan menurut Wen et al (2011), online repurchase intention dapat dipengaruhi oleh perceived ease of use, confirmation, trust, perceived usefulness, satisfaction dan perceived enjoyment. Menurut Lin, Kwoting & Chien-Chung (2010), niat pembelian ulang belanja online dipengaruhi oleh faktor perceived usefulness, perceived ease of use, concentration, enjoyment dan customer satisfaction. Berdasarkan uraian di atas, tujuan penelitian ini adalah untuk mengetahui: Pengaruh perceived ease of use, perceived enjoyment, trust terhadap customer satisfaction dan repurchase intention, serta pengaruh customer satisfaction terhadap repurchase intention pada belanja online pakaian jadi
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