E-TRUST SEBAGAI FONDASI, PERCEIVED USEFULNESS SEBAGAI DAYA TARIK: STRATEGI MENINGKATKAN REPURCHASE INTENTION DI E-COMMERCE - Kusuma, Chusnu Syarifa Diah; Sekarningtyas, Ayu (Departemen Pendidikan Administrasi FEB Universitas Negeri Yogyakarta & ASPAPI PUSAT, 2023)
Abstrak: E-Trust Sebagai Fondasi, Perceived Usefulness Sebagai Daya Tarik: Strategi Meningkatkan Repurchase Intention Di E-CommercePenelitian ini bertujuan untuk menganalisis peran perceived usefulness sebagai variabel mediasi dalam hubungan antara e-Trust dan repurchase intention pada pengguna platform e-commerce. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan desain asosiatif untuk mengevaluasi hubungan kausal antar variabel. Data dikumpulkan melalui kuesioner daring menggunakan skala Likert dan teknik purposive sampling, dengan responden yang memiliki pengalaman melakukan pembelian ulang pada platform e-commerce. Analisis data dilakukan menggunakan perangkat lunak SmartPLS 3.0, meliputi uji validitas dan reliabilitas (outer model), uji model struktural (inner model), serta pengujian hipotesis untuk mengevaluasi hubungan antarvariabel. Penelitian ini diharapkan dapat memberikan wawasan strategis bagi pelaku usaha e-commerce dalam meningkatkan kepercayaan konsumen, memperkuat persepsi kegunaan platform, dan mendorong loyalitas pelanggan secara berkelanjutan.Hasil penelitian menunjukkan bahwa e-Trust tidak memiliki pengaruh signifikan langsung terhadap repurchase intention, tetapi berpengaruh positif dan signifikan terhadap perceived usefulness. Selain itu, perceived usefulness memiliki pengaruh positif dan signifikan terhadap repurchase intention, serta secara mediasi mampu memperkuat hubungan antara e-Trust dan repurchase intention. Temuan ini menegaskan pentingnya peran perceived usefulness dalam membangun loyalitas konsumen, di mana kepercayaan terhadap platform e-commerce secara tidak langsung memengaruhi niat pembelian ulang melalui peningkatan persepsi kegunaan platform tersebut. Hal ini memberikan wawasan strategis bagi platform e-commerce dalam merancang pengalaman pengguna yang tidak hanya aman tetapi juga bernilai guna.Kata kunci:E- Commerce, E trust, Perceived Usefulness, Purchase IntentionAbstract:E-Trust as a Foundation, Perceived Usefulness as an Attraction: Strategy to Increase Repurchase Intention in E-CommerceThis study aims to analyze the role of perceived usefulness as a mediating variable in the relationship between e-Trust and repurchase intention among e-commerce platform users. Employing a quantitative approach with a survey method and associative design, the study evaluates the causal relationships between variables. Data were collected through online questionnaires using a Likert scale and purposive sampling technique, targeting respondents with prior repurchase experiences on e-commerce platforms. Data analysis was conducted using SmartPLS 3.0 software, including tests for validity and reliability (outer model), structural model assessment (inner model), and hypothesis testing to evaluate the relationships among variables. This study aims to provide strategic insights for e-commerce businesses to enhance consumer trust, strengthen perceived usefulness, and foster sustainable customer loyalty.The results indicate that e-Trust does not have a direct significant impact on repurchase intention but has a positive and significant effect on perceived usefulness. Moreover, perceived usefulness positively and significantly influences repurchase intention and mediates the relationship between e-Trust and repurchase intention. These findings underscore the critical role of perceived usefulness in building customer loyalty, as trust in e-commerce platforms indirectly influences repurchase intention by improving perceptions of platform utility. These insights offer strategic guidance for e-commerce platforms in designing user experiences that are not only secure but also value-driven.Keywords: E-commerce, E-Trust, Perceived usefulness, Repurchase intention