Peran e-Wom dalam Memediasi Pengaruh Kualitas Website dan Kualitas e-Service terhadap Niat Membeli Kembali

Abstract

The aim of the research is to analyze the influence of website quality, e-service quality, e-WOM, the role of e-WOM in mediating the influence of website quality and e-service quality on repurchase intentions. Case in purchasing service tickets and expeditions for users of the PT PELNI site. This research is an associative quantitative research using a questionnaire distributed to 100 respondents. The research results found that website quality, e-service quality and e-WOM had a significant positive effect on repurchase intention, e-WOM did not act as a mediator in the influence of website quality on repurchase intention, while e-WOM played a role as a mediator in the influence of e-WOM quality. service on repurchase intentions. The research findings have implications for the development of marketing management science, and practical implications in efforts to increase repurchase intentions. The next suggestion is to make efforts to improve the quality of the website by designing a website appearance that is easier to understand.