THE INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED USEFULNESS TO REPURCHASE INTENTION WITH CONSUMER SATISFACTION AS MODERATOR VARIABLE
Dewi Komala Sari(1), Lilik Indayani(2), Alshaf Pebrianggara(3), Sylvia Dita Anggrain(4)
1,2,3&4Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Muhammadiyah Sidoarjo
Abstract
This study aims to determine how much influence the perceived ease of use and perceived usefulness to repurchase intention with consumer satisfaction as a moderator variable in lazada online shopping stores. The object of this study is lazada users who have made purchases 1 time and are at least 17 years old and have a maximum of 40 years. In the selection of the sampling technique used is non-probability sampling with a purposive sampling method and the sample used is 100 respondents. This type of research is quantitative research. Data analysis using SEM PLS. The results of the study prove that perceptions of convenience have a significant effect on repeat purchases, perceptions of usefulness have a significant effect on repeat purchases, perceptions of convenience do not have a significant effect on purchases with consumer satisfaction as a moderator variable, and perceptions of usefulness do not significantly influence purchases with consumer satisfaction as a moderator variable.
Keywords: Perceived Ease Of Use, Perceived Usefulness, Repurchase Intention, Consumer Satisfaction
Topic: Manajemen Pemasaran