PENGARUH PERSEPSI KEMUDAHAN DAN MANFAAT TERHADAP KEPUASAN PELANGGAN DAN MINAT PEMBELIAN ULANG PADA APLIKASI SHOPEE

Abstract

This research aimed to find out the effect of perceived ease of use on customers’ satisfaction, perceived usefulness on customers’ satisfaction, perceived ease of use on repurchase intention, perceived usefulness on repurchase intention, and the effect of customers’ satisfaction on repurchase intention of Shopee, online marketplace. The research was quantitative. Moreover, the population was unknown. Furthermore, the data collection technique used purposive sampling with 170 respondents with minimal age of 17 years old and had ever used bought products at Shopee, online marketplace. Furthermore, the instrument in data collection technique used online questionnaires. Additionally, the data analysis technique used Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS 3. The research result concluded that perceived ease of use had an insignificant effect on customers’ satisfaction. On the other hand, perceived usefulness had a positive and significant effect on customers’ satisfaction. Likewise, customers’ satisfaction had a positive and significant effect on repurchase intention. Similarly, perceived ease of use had a positive and significant effect on repurchase intention. In contrast, perceived usefulness had a positive but insignificant effect on repurchase intention.