Pengaruh Kepercayaan dan Promosi Penjualan terhadap Minat Beli Ulang melalui Kepuasaan Konsumen dalam Melakukan Belanja Online di Kota Medan

Abstract

In the current digital era, technological developments are experiencing rapid development. £-Commerce is a form of technological development in the economic field. ft is easier for consumer, through e-commerce, to carry out shopping activities to meet their needs because it provides many conveniences. Shopee is one of the e-commerce sites in Indonesia that has many visitors. This research aims to analyze effects of trust and sales promotion on repurchase intention with consumer satisfaction as the intervening variable. The research is carried out in the city of Medan. This is associative research with the number of samples is 119 respondents. Path analysis is employed as data analysis method. The data are analyzed by SPSS. The results show that trust has a positive and significant effect on consumer satisfaction in doing online shopping, sales promotion has a positive and significant effect on consumer satisfaction in doing online shopping, trust has a positive and significant effect on repurchase intention in doing online shopping, sales promotion has a positive and significant effect on repurchase intention in doing online shopping and consumer satisfaction has a positive and significant effect on repurchase intention in doing online shopping. The Sobel Test shows that consumer satisfaction is not able to mediate trust in repurchase intention in doing online shopping. However, consumer satisfaction is able to mediate sales promotion on repurchase intention in doing online shopping.