Meningkatkan Repurchase Intention Melalui Perceived Ease Of Use dan Perceived Enjoyment

Abstract

This study aims to determine the effect of the relationship between perceived ease of use and perceived enjoyment on repurchase intention with customer trust as an intervening variable. The type of research used in this research is descriptive quantitative research. The population in this study are all Sociolla e-commerce users in Serang City. The sampling technique used was purposive sampling. The number of samples in this study were 120 samples. The method of data analysis in this study is to use Structural Equation Modeling (SEM) with SmartPLS 4. The results show that perceived ease of use and perceived enjoyment have a positive and significant effect on repurchase intention, perceived ease of use and perceived enjoyment have a positive and significant effect on customer trust, customer trust has a positive and significant effect on repurchase intention, and customer trust is able to mediate the relationship between perceived ease of use and perceived enjoyment of repurchase intention in a positive and significant way.