Analysis of The Effect of E-Servicescape on Repurchase Intention: The Role Of Trust as a Mediation Variable

Yunita Anggarini*  -  Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta, Indonesia

(*) Corresponding Author
DOI: 10.30659/ekobis.23.1.41-55

Penerapan aplikasi “e-wallet†Dana dirancang dengan menggunakan konsep e-servicescape untuk menarik perhatian para pengguna dan menciptakan respon positif. Penelitian ini bertujuan untuk mengungkap pengaruh langsung e-servicescape pada niat berperilaku, maupun pengaruh tidak langsung dengan kepercayaan sebagai variable mediasi. Penelitian ini melibatkan 200 responden sebagai data yang diperoleh melalui kuseioner online. Populasi penelitian ini adalah seluruh mahasiswa di Yogyakarta dengan sampel mahasiswa yang menggunakan aplikasi Dana dengan minimal 2 kali transaksi.

Alat analisa yang digunakan adalah dengan software SmartPLS 3.6.5 dengan metode analisis Structural Equation Model (SEM). Hasil dari penelitian ini adalah:  Variabel e-servicescape berpengaruh positif dan signifikan terhadap niat beli ulang; e-servicescape berpengaruh positif dan signifikan terhadap kepercayaan; kepercayaan memiliki peran parsial mediasi pada hubungan variabel e-servicescape terhadap niat beli ulang. Studi ini menggambarkan bagaimana peran e-serviescape dalam mempengaruhi niat perilaku ulang para pengguna. Studi ini mengungkap hubungan yang bersifat langsung dan tidak langsung dari e-serviescape terhadap berbagai respon konsumen yang penting, yakni kepercayaan dan niat berperilaku ulang.

Keywords: Technology Acceptance Model, e-servicescape, kepercayaan konsumen, niat beli ulang.

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DOI : 10.30659/ekobis

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