Pengaruh E-Service Quality dan E-Satisfaction Terhadap Repurchase Intention pada Mahasiswa Pengguna Aplikasi Shopee di Fakultas Ekonomi Universitas Katolik Santo Thomas Medan

Abstract

Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh e-service quality dan e-satisfaction terhadap repurchase intention pada aplikasi Shopee. Populasi dalam penelitian ini adalah Mahasiswa Fakultas Ekonomi Universitas Katolik Santo Thomas Medan Stambuk 2018-2020 Program Studi Manajemen yang berjumlah 524 Orang. Penelitian ini menggunakan sampel sebanyak 84 responden. Metode penelitian yang digunakan yaitu kuantitatif, dengan teknik pengambilan sampel yaitu metode purposive sampling. Pengujian hipotesis dalam penelitian ini menggunakan analisis model statistik yang terdiri dari uji validitas, uji reliabilitas, regresi liniear berganda, uji F, uji T ,dan koefisien determinasi (R2) dengan menggunakan software SPSS 25.00 (Statistic Product and Services Solution) for windows. Hasil penelitian menunjukkan bahwa terdapat hubungan antara variabel independen yaitu e-service quality dan e-satisfaction terhadap variabel dependen yaitu repurchase intention. Dari hasil pengujian secara parsial Uji T menunjukkan variabel e-service quality diperoleh nilai thitung (6,759) > ttabel (1,663) dengan tingkat signifikansi 0,00 < 0,05, dan variabel e-satisfaction diperoleh nilai thitung (2,413) > ttabel (1,663) dengan tingkat signifikansi sebesar 0,018 < 0,05, membuktikan e-service quality dan e-satisfaction berpengaruh positif dan signifikan terhadap repurchase intention pada Mahasiswa Pengguna Aplikasi Shopee di Fakultas Ekonomi Universitas Katolik Santo Thomas Medan. Dari hasil pembahasan regresi linear berganda Y = 1,680 + 0,375X1+ 0,265X2, dapat disimpulkan bahwa e-service quality (kualitas layanan) dan e-satisfaction (kepuasan pelanggan) berpengaruh positif dan signifikan terhadap repurchase intention (minat beli ulang) pada mahasiswa pengguna aplikasi shopee di Fakultas Ekonomi Universitas Katolik Santo Thomas Medan. This study aims to determine the extent of the influence of e-service quality and e-satisfaction on repurchase intention in the Shopee aplication. The population in this study were students of the Faculty of Economics, Santo Thomas Catholic University, Medan Stambuk 2018-2020 Management Study Program, totaling 524 students. This study used a sample of 84 respondents. The research method used is quantitative, with a sampling technique that is purposive sampling method. Hypothesis tasting in this study uses statistical model analysis consisting of validity tests, reliability tests, multiple linear regression, F test. T test and Coefficient of determination. (R2) using SPSS 25.00 (Statistical Poduct and Service Solution) software for windows. The result showed that there was a relationship between the independent variables, namely e-service quality and e-satisfaction with the dependent variable, namely repurchase intention. From the partial test results, the T test shows the e-service quality variable, the value of tcount (6.759) > ttable (1.663) with a significance level of 0.00 < 0.05, and the variable e-satisfaction obtained the value of tcount (2.413) ttable (1.663) with a significance level of 0.018 < 0.05, proving that e-service quality and e-satisfaction has a positive and significant effect on repurchase intention on students using the shopee aplication at the faculty of economics, santo thomas catholic university, medan. From the results of the discussion of multiple linear regression Y = 1.680+0.375X1+ 0.265X2, it can be concluded that e-service and e-satisfaction have a positive and significant effect on repurchase intention on students using the shopee aplication at the Faculty Of Economics, Santo Thomas Catholic University, Medan.