The Influence of Web Service Quality and Electronic Word of Mouth toward Repurchase Intention at Tokopedia with Trust as Mediating Variable

Surya, Mulya Harmawan (2022) The Influence of Web Service Quality and Electronic Word of Mouth toward Repurchase Intention at Tokopedia with Trust as Mediating Variable. Diploma thesis, Universitas Andalas.

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Abstract

Nowadays, the improvement of technology that follow by Internet change the trend of shopping. The trend changes from traditional market to E-Commerce. Tokopedia is a one of E-Commerce in Indonesia that have a lot of consumers from Z generation. Student of Universitas Andalas is a part of that generation. This Generation is concerned with quality, accuracy and truth and is very concerned with information that can facilitate their activities such as shopping. Web Design, Electronic Word of Mouth, Trust was a key to make that generation to doing Repurchase at Tokopedia. This study aims to determine the influence of Web Design quality, Electronic Word of Mouth toward Repurchase Intention at Tokopedia among the student of Universitas Andalas with Trust as Mediating Variable. This study uses exploratory quantitative methods with online survey techniques. In this study, questionnaires were given to 220 students of the Universitas Andalas that have making purchase at Tokopedia. Data analysis used SmartPLS 3.3. This study found that Web Design Quality and Trust had a positive and significant effect on Repurchase intention, while Electronic Word of Mouth had a Positive but not significant effect on repurchase intention at Tokopedia among the student, and Web Design Quality, Electronic Word of Mouth has Indirect effect on repurchase intention with trust as mediating variable.

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