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All Journal Pusat Publikasi Ilmu Manajemen
Jesica Theresia Purba2
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kemudahan Pengguna dan Cashback terhadap Minat Beli Ulang Mahasiswa di Marketplace Lazada Bayu Teta; Selvina Mariana Sitinjak; Jesica Theresia Purba2; Tiurlan Br manullang
PPIMAN Pusat Publikasi Ilmu Manajemen Vol. 3 No. 3 (2025): Juli : Pusat Publikasi Ilmu Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/ppiman.v3i3.912

Abstract

This study aims to analyze the effect of ease of use and cashback on students' repurchase intention on the Lazada marketplace. The research employs a quantitative approach with a survey method. The sample was obtained using accidental sampling, involving 55 active student users of Lazada. The instrument used a closed-ended questionnaire with a Likert scale, and both validity and reliability were tested. Data were analyzed using multiple linear regression. The results show that ease of use and cashback both have a significant partial and simultaneous effect on repurchase intention.
Co-Authors Bayu Teta Selvina Mariana Sitinjak Tiurlan Br manullang