PENGARUH PENGALAMAN BELANJA, DAN KEMUDAHAN PENGGUNAAN TERHADAP MINAT BELI ULANG SECARA ONLINE DI TOKOPEDIA (STUDI KASUS PADA MAHASISWA UNIVERSITAS BUNG HATTA)

Abstract

This study aims to explain the effect of shopping experience and ease of use on repurchase intention. This study uses data collection methods by distributing online questionnaires using google form. The population and sample used in this study were Bung Hatta University students, totaling 60 respondents. The data analysis methods in this study were PLS and SPSS. The hypotheses in this study were tested using analytical methods including: Measurement Model Assessment, Descriptive Analysis, R Square, Q Square and Structural Model Assessment. From the test results, it can be concluded that Shopping Experience has no positive or significant effect on Student Repurchase Interest. Ease of Use has a positive or significant effect on Student Repurchase Interest.