Anteseden Repurchase Intention Aplikasi Shopee Dengan Kepuasan Sebagai Variabel Mediasi Di Kabupaten Banyumas

Abstract

Consumer satisfaction is a very important factor in shaping repurchasing behavior in online shopping. Shopee holds the first position as the top e-commerce company for ten consecutive quarters based on the ranking on the PlayStore. In the second quarter of 2019, Shopee also led the AppStore ranking category. However, based on the average number of visitors to the site on a monthly basis, Shopee was beaten by Tokopedia. This study aims to determine the level of repurchase intention in the Shopee application. Technique sampling used random sampling with a total sample size of 100 respondents and using data analysis Structural Equation Modeling (SEM). Specifically, this study can be concluded that discounts have no effect on satisfaction, discounts have no effect on repurchase, convenience has no effect on satisfaction, convenience has no effect on repurchase, satisfaction has an effect on repurchase.