Research Paper
Year: 2019 | Month: October | Volume: 6 | Issue: 10 | Pages: 299-307
The Influence of E-Service Quality on E-Satisfaction and Its Impact on Repurchase Intention in Using E-Commerce Applications on Students of Universitas Sumatera Utara
Haryaji Catur Putera Hasman, Paham Ginting, Endang Sulistya Rini
Department of Management Science, Universitas Sumatera Utara, Indonesia
Corresponding Author: Haryaji Catur Putera Hasman
ABSTRACT
The development of information and communication technology is developing very rapidly, including the development of smartphones. The development of smartphones has been able to change people's shopping lifestyles, especially among students, to like shopping online through e-commerce applications. The objective of the research was to find out the influence of e-service quality on e-satisfaction and its impact on repurchase intention in using e-commerce applications on students of Universitas Sumatera Utara. This type of research is quantitative research with causality research design. The type of data used is primary data and secondary data obtained from questionnaires and literature studies. The populations in this study were all regular undergraduate students from 2014 to 2018 who are still actively studying at the Universitas Sumatera Utara, who at least twice had shopped using e-commerce applications. The sample in this study were 96 people.The sampling method uses nonprobability sampling method with incidental sampling technique.The method of data analysis used is descriptive analysis and inferential statistical analysis with path analysis. The results showed that e-service quality had a positive and significant effect on e-satisfaction, e-service quality had a positive and significant effect on repurchase intention, e-satisfaction had a positive and significant effect on repurchase intention, and e-service quality had a positive and significant effect on repurchase intention through e-satisfaction.
Key words: E-Service Quality, E-Satisfaction, Repurchase Intention
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