PENGARUH E-SATISFACTION, E-SERVICE QUALITY, DAN E-SECURITY TERHADAP ONLINE REPURCHASE INTENTION MELALUI E-LOYALTY SEBAGAI VARIABEL MODERASI (Studi Pada Konsumen Marketplace Tokopedia Di Kota Bandar Lampung)

PUTRI, MULIA SARI (2023) PENGARUH E-SATISFACTION, E-SERVICE QUALITY, DAN E-SECURITY TERHADAP ONLINE REPURCHASE INTENTION MELALUI E-LOYALTY SEBAGAI VARIABEL MODERASI (Studi Pada Konsumen Marketplace Tokopedia Di Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Pertumbuhan pesat pangsa pasar e-commerce di Indonesia memang sudah tidak bisa diragukan lagi. Tokopedia salalu menduduki peringkat atas dalam jumlah pengunjung terbanyak, hal ini menjadi salah satu daya tarik tersendiri mengingat pada bulan Mei 2020 telah dilaporkan terjadinya peretasan data konsumen, namun Tokopedia masih mampu mempertahankan posisinya sabagai pemimpin pasar. Penelitian ini bertujuan untuk mengetahui apakah e-satisfaction, e�service quality, e-security berpengaruh positif dan signifikan terhadap online repurchase intention dengan e-loyalty sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada konsumen marketplace Tokopedia di Kota Bandar Lampung yang berjumlah 96 responden. Penarikan sampel pada penelitian ini menggunakan teknik nonprobability sampling yaitu purposive sampling. Pengumpulan data yang digunakan dalam penelitian ini adalah dengan menggunakan kuesioner dengan skala likert. Metode analisis data yang digunakan adalah pendekatan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa variabel e-satisfaction, e-service quality dan e-security berpengaruh positif dan signifikan terhadap online repurchase intention. Moderasi e-loyalty memperkuat hubungan antara e-satisfaction, e-security dan online repurchase intention, sedangkan moderasi e-loyalty memperlemah hubungan antara e-service quality dan online repurchase intention. Dalam perspektif bisnis Islam, diperbolehkan selagi tidak terdapat penipuan, monopoli dan unsur-unsur riba, karena bertransaksi dalam Islam harus transparan, jelas dan sama-sama ridho. Sehingga mengkonsumsi barang ataupun jasa yang halal serta baik sewajarnya dan tidak berlebihan. Memenuhi kebutuhan tetap diperbolehkan selama mampu menambah mashlahah atau tidak mendatangkan mudharat. Kata Kunci : E-Satisfaction, E-Service Quality, E-security, Online Repurchase Intention, E-Loyalty. ABSTRACT There can be no doubt about the rapid growth of the e�commerce market share in Indonesia. Tokopedia always occupies the top ranking in terms of the highest number of visitors, this is one of the main attractions considering that in may 2020 there was a report of hacking of consumer data, but Tokopedia is still able to maintain its position as a market leader. This research aims to find out whether e�satisfaction, e-service quality, e-security have a positive and significant effect on online repurchase intention with e-loyalty as a moderating variable. This study uses a quantitative approach. This research was conducted on Tokopedia marketplace consumers in Bandar Lampung, totaling 96 respondents. Sampling in this study used a nonprobability sampling technique, namely purposive sampling. Data collection used in this research was by using a questionnaire with a likert scale. The data analysis method used is the partial least square (PLS) approach. The results of this research show that the variables e�satisfaction, e-service quality and e-security have a positive and significant effect on online repurchase intention. E-loyalty moderation strengthens the relationship between e-satisfaction, e-security and online repurchase intention, while e-loyalty moderation weakens the relationship between e-service quality and online repurchase intention. From an Islamic business perspective, it is permissible as long as there is no fraud, monopoly and elements of usury, because transactions in Islam must be transparent, clear and mutually acceptable. So that you consume halal and good goods or services appropriately and not excessively. Fulfilling needs is still permitted as long as it is able to increase mashlahah or does not bring harm. Keyword : E-Satisfaction, E-Service Quality, E-Security, Online Repurchase Intention, E-Loyalty.

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