Vol.02, No. 2, 2019

ARTICLE INFO Abstract

School of Business and Economics Universitas Prasetiya Mulya JL. RA. Kartini (TB Simatupang), Cilandak Barat Jakarta Selatan, Jakarta 12430 Indonesia.

*. Corresponding Author: dellaliudi@gmail.com

Pengaruh Mekanisme Online terhadap Tingkat Kepercayaan yang Mempengaruhi Intensi Pembelian Kembali

Della Liudi, Hee Nanda Dlaneri, I Putu Aditya Wardana, Marcha Ramada, Stefani Pardi

Online shopping becomes apart of lifestylefor Indonesian. It leads to the business in this sector is prospective . The purpose of this paper is to find out how seller, institution, and experience-based online trust-building mechanisms affect customers trusts in e-marketplace and e-se//er of e-marketp/ace, which shape the repurchase intentions. According to research finding using 380 respondent s, the perceived usefulness of seller and institutional-based mechanisms affect trust in e-marketplace. Meanwhile, the seller and experience-based mechanism influence the trust in e-seller of e-marketplace. Thus, both of the trusts influence repurchase intentions.

Abstrak

Belanja online sudah menjadi gaya hidup masyarakat Indonesia. Hal tersebut menjadikan bisnis di bidang e-commerce prospektif. Penelitian ini bertujuan untuk menguji apakah mekanisme membangun kepercayaan penjual, institusi, dan pengalaman konsumen berpengaruh positif terhadap tingkat kepercayaan pelanggan pada e-marketp/ace dan penjual di e-marketp/ace, yang pada akhimya berpengaruh positif terhadap intensi pembelian kembali. Berdasarkan hasil penelitian dari 380 responden, manfaat yang dirasakan dari mekanisme membangun kepercayaan institusi dan penjual berpengaruh positif terhadap tingkat kepercayaan pada e-marketp/ace dan manfaat yang dirasakan dari mekanisme membangun kepercayaan penjual dan pengalaman konsumen mempengaruhi tingkat kepercayaan pada penjual di e-marketplace, yang berpengaruh positif terhadap intensi pembelian kembali.

Kata kunci: Intensi pembelian kembali, E-commerce , Kuantitatif

Keywords: Repurchase intentions, E-commerce, Quantitative

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