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All Journal INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Ilma Wulansari Hasdiansa
Faculty of Economics and business, Makassar State University
Economics, Econometrics & Finance

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THE INFLUENCE OF USER SATISFACTION ON REINTENTION TO USE MEDIATED BY E-TRUST IN SHOPEE ECOMMERCE AMONG MANAGEMENT STUDENTS AT MAKASSAR STATE UNIVERSITY Musdena Musaat; M. Ilham Wardhana Haeruddin; Ilma Wulansari Hasdiansa; Siti Hasbiah; Rahmat Riwayat Abadi
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 5 (2025): MAY
Publisher : CV. Adiba Aisha Amira

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Abstract

This study examines the relationship between user satisfaction, e-trust, and the intention to reuse Shopee eCommerce among management students at Makassar State University. With the proliferation of online shopping platforms, understanding factors influencing users' intention to continue using specific platforms is crucial for both academic research and practical applications. The theoretical framework is grounded in the Technology Acceptance Model (TAM) and the Trust-Commitment Theory, which posit that user satisfaction and e- trust significantly influence users' behavioral intentions in electronic commerce contexts. Data were collected through a structured questionnaire distributed to a sample of management students who have experience using Shopee eCommerce. Results from the analysis indicate a positive relationship between user satisfaction and the intention to reuse Shopee. Furthermore, e-trust mediates the relationship between user satisfaction and reuse intention, suggesting that trust in the platform acts as a significant mechanism through which user satisfaction translates into continued usage intentions. These findings contribute to both theoretical and practical implications for eCommerce platforms, suggesting strategies to enhance user satisfaction and build trust among users to foster loyalty and repeat usage. Limitations and avenues for future research are also discussed.
THE INFLUENCE OF THE KOREAN WAVE AND BRAND AMBASSADOR ON PURCHASE INTENTION THROUGH BRAND IMAGE OF THE Y.O.U BRAND IN MAKASSAR CITY Andi Tenri Fauziyah; Tenri Sayu Puspitaningsih Dipoatmodjo; Ilma Wulansari Hasdiansa; Amiruddin Tawe; Muhammad Ilham Wardhana Haeruddin
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 5 (2025): MAY
Publisher : CV. Adiba Aisha Amira

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Abstract

Korean culture is increasingly developing and attracting interest in various countries, including Indonesia. The spread of that culture is increasingly supported by the development of technology and information at this time. The Korean Wave has successfully introduced various aspects of its culture through music, drama, and film. There are many factors that can influence purchase intentions, one of which is interest in a particular culture. With the increasing interest in South Korean culture, it has become a new trend for companies in formulating their marketing strategies. The purpose of this research is to determine the influence of the Korean Wave and Brand Ambassador on Purchase Intention through Brand Image. The sample used in this study consists of 120 cosmetic and skincare users in the city of Makassar. Data were processed using the Structural Equation Modeling method. (SEM). The results of this study indicate that (1) the Korean Wave has a direct influence on Purchase Intention, (2) the Brand Ambassador does not have a direct influence on Purchase Intention, (3) Brand Image mediates the relationship between the Korean Wave and Purchase Intention, (4) Brand Image mediates the relationship between the Korean Wave and Purchase Intention, (5) Brand Image cannot mediate the relationship between the Brand Ambassador and Purchase Intention.
Co-Authors Amiruddin Tawe Andi Tenri Fauziyah M. Ilham Wardhana Haeruddin Musdena Musaat Rahmat Riwayat Abadi Siti Hasbiah Tenri Sayu Puspitaningsih Dipoatmodjo