Pengaruh Trust, E-WOM, dan Brand Image Terhadap Minat Beli Ulang Konsumen Pada E-Commerce Shopee di Kota Palembang

Patricia, Violetta (2022) Pengaruh Trust, E-WOM, dan Brand Image Terhadap Minat Beli Ulang Konsumen Pada E-Commerce Shopee di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to find out the influence of trust, electronic-word of mouth (E-WOM) and brand image of repurchase intention in e-commerce Shopee in Palembang City. The data used in this study are primary data. The population in this study are consumers who have shopped at e-commerce Shopee. The sample used was 62 respondents out of 120 respondents. Sampling techniques are by non-probability sampling and purposive sampling methods. The primary data in this study was obtained from questionnaires. The data analysis techniques used are validity tests, reliability tests, classical assumption tests consisting of normality tests, multicolonierity tests, and heteroskedasticity tests, multiple linear regression analysis, hypothesis tests consisting of t tests and coefficients of determination. The results in this study shows that trust has a positive but not significant effects on repurchase intention. E-WOM has a positive and significant effects on repurchase intention and brand image has a positive but not significant effects on repurchase intention. Keywords: Trust, Electronic-Word of Mouth, Brand Image, Repurchase Intention, Shopee.

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