Reza Rahmadi Hasibuan, Agustin Riyan Pratiwi



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.

Keywords: Shopee; repurchase intention; SEM.


Kepuasan konsumen merupakan faktor yang sangat penting dalam membentuk perilaku pembelian ulang pada pembelanjaan online. Shopee memegang posisi pertama sebagai top e-commerce selama sepuluh periode secara berkelanjutan yang dihasilkan dari peringkat pada AppStore. Pada periode II 2019, aplikasi Shopee menjadi peringkat teratas pada AppStore. Tetapi dilihat pada jumlah rata-rata konsumen pada aplikasi setiap bulannya, Tokopedia memimpin peringkat teratas dibandingkan Shopee. Penelitian ini memiliki tujuan untuk mengetahui tingkat niat pembelian ulang di aplikasi Shopee. Teknik pengambilan sampel dengan menggunakan random sampling dengan jumlah sampel sebanyak 100 responden dan menggunakan analisis data Structural Equation Modeling (SEM). Secara spesifik penelitian ini dapat disimpulkan bahwa diskon tidak berpengaruh terhadap kepuasan, diskon tidak berpengaruh terhadap repurchase intention, kemudahan berpengaruh terhadap kepuasan, kemudahan tidak berpengaruh terhadap repurchase intention, kepuasan berpengaruh terhadap repurchase intention.

Kata Kunci: Shopee; repurchase intention; SEM.


Shopee; repurchase intention; SEM

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