Detail Cantuman

Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth (E-WOM) dan kepercayaan pelanggan terhadap minat beli ulang pada aplikasi e-commerce Shopee, dengan studi kasus pada mahasiswa Manajemen ITS Khatulistiwa Simpang Empat. Metode yang digunakan adalah pendekatan kuantitatif asosiatif, dengan pengambilan sampel sebanyak 62 responden menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan bantuan SPSS versi 16.0 melalui uji validitas, reliabilitas, asumsi klasik, regresi berganda, dan uji hipotesis. Hasil penelitian menunjukkan bahwa seluruh indikator variabel dinyatakan valid dan reliabel dengan nilai Cronbach’s Alpha masing-masing: E-WOM (0,948), Kepercayaan Pelanggan (0,896), dan Minat Beli Ulang (0,891). Hasil regresi berganda menunjukkan bahwa kedua variabel independen berpengaruh positif dan signifikan terhadap minat beli ulang, dengan nilai koefisien regresi E-WOM sebesar 0,461 dan Kepercayaan Pelanggan sebesar 0,404. Nilai signifikansi masing-masing variabel adalah 0,000 dan 0,002 (p < 0,05). Uji F menghasilkan nilai 83,849 dengan signifikansi 0,000 yang menunjukkan bahwa model regresi layak digunakan. Koefisien determinasi (R²) sebesar 0,740 menunjukkan bahwa 74% variasi minat beli ulang dipengaruhi oleh kedua variabel tersebut, sedangkan sisanya 26% dipengaruhi oleh faktor lain di luar penelitian ini.
Kata Kunci: Elektronik Word Of Mouth, Kepercayaan Pelanggan, Minat Beli

This study aims to examine the influence of Electronic Word of Mouth (E-WOM) and customer trust on repurchase intention on the Shopee e-commerce platform, with a case study on Management students at ITS Khatulistiwa Simpang Empat. The research method used is a quantitative associative approach, with a sample of 62 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using SPSS version 16.0, involving validity tests, reliability tests, classical assumption tests, multiple regression analysis, and hypothesis testing.The results showed that all variable indicators were declared valid and reliable, with Cronbach’s Alpha values as follows: E-WOM (0.948), Customer Trust (0.896), and Repurchase Intention (0.891). The multiple regression analysis revealed that both independent variables had a positive and significant effect on repurchase intention, with regression coefficients of 0.461 for E-WOM and 0.404 for Customer Trust. The significance values for each variable were 0.000 and 0.002 (p < 0.05). The F-test produced a value of 83.849 with a significance level of 0.000, indicating that the regression model is appropriate. The coefficient of determination (R²) was 0.740, meaning that 74% of the variation in repurchase intention is explained by the two independent variables, while the remaining 26% is influenced by other factors not included in this study.
Keywords: Electronic Word of Mouth, Customer Trust, Repurchase Intention, Shopee, E-Commerce