THE INFLUENCE OF EASE OF USE, TRUST AND E-SERVICE QUALITY ON REPURCHASE INTENTION OF CARE & BEAUTY PRODUCT IN E-COMMERCE WITH E-SATISFACTION AS AN INTERVENING VARIABLE
Abstract
The development of the internet in Indonesia has spurred rapid growth in the e-commerce industry. However, Tokopedia and Lazada saw a significant decline in 2023. This study analyzes the relationships between ease of use, trust, and e-service quality on repurchase intention, with e-satisfaction as a mediating variable for these platforms in DKI Jakarta. A quantitative associative approach was employed, using primary data from questionnaires distributed to 253 users who purchased care and beauty products in the past three months. The non-probability sampling technique used was a lateral purposive method with a cross-sectional time span. PLS-SEM results indicated that ease of use and trust do not affect repurchase intention but influence e-satisfaction. E-service quality impacts both repurchase intention and e-satisfaction, while e-satisfaction affects repurchase intention. However, e-satisfaction does not mediate ease of use or trust in relation to repurchase intention, highlighting the need for innovations to meet consumer needs.
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References
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