PENGARUH KEPERCAYAAN DAN EASE OF USE TERHADAP MINAT BELI ULANG PADA MARKETPLACE SHOPEE DI KOTA SUNGAI PENUH DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to explain the effect of trust and ease of use on repurchase intention in the Shopee marketplace in Sungai Penuh City with customer satisfaction as an intervening variable. This study uses data collection methods by distributing questionnaires. The sampling technique used is purposive sampling with a total sample of eighty respondents. Data analysis methods in this study using the PLS program include: Measurement Model Assessment, Descriptive Analysis, R Square, Q Square and Structural Model Assessment. From the test results it can be concluded that trust has no effect on repurchase intention, ease of use has a positive effect on repurchase intention, trust has no effect on customer satisfaction, ease of use has a positive effect on customer satisfaction, customer satisfaction has a positive effect on repurchase intention, customer satisfaction does not mediate between trust in repurchase intention and satisfaction mediates between ease of use and repurchase intention. Keywords: Trust, Ease Of Use, Customer Satisfaction, Repurchase Intention.