Pengaruh Pengalaman Berbelanja, Kualitas Produk dan E-Service Quality terhadap Keputusan Membeli Ulang (Studi pada Konsumen Bukalapak di Kota Medan)

Abstract

The high interest of the public to shop via e-commerce with the type of marketplace can be motivated by satisfaction with the first shopping experience. This experience encourages people to make repeat purchases. Consumer repurchase decisions are influenced by various factors, namely shopping experience, product quality and e-service quality. The problems that occur when shopping on e-commerce are product orders that take a long time to send, the quality of the products displayed on the site with the products received, and websites that are less attractive and less interactive. Therefore, updated research is needed on the factors that influence repurchase decisions. The purpose of this study was to analyze the effect of shopping experience on repurchasing decisions for Bukalapak consumers, to analyze the effect of product quality on repurchasing decisions, to analyze the effect of e-service quality on repurchasing decisions, and to analyze the simultaneous influence of shopping experience, product quality, and e-service. quality on repurchasing decisions for Bukalapak consumers in the city of Medan. This research uses quantitative methods. The population in this study were Bukalapak consumers, with a sample of 100 respondents who were determined through a purposive sampling technique. The data used was collected from primary data, namely questionnaires, while secondary data was obtained through books, articles and other sources. Data analysis used is validity test, reliability test, classic assumption test, multiple linear analysis, and hypothesis test. The results of the study show that shopping experience (X1) has a positive and significant effect on repurchasing decisions (Y). However, product quality (X2) has a negative and significant effect on the repurchase decision (Y). Meanwhile, e service quality (X3) has a positive and significant effect on repurchasing decisions (Y). Shopping experience (X1), product quality (H2), e-service quality (X3) have a significant effect on repurchasing decisions (Y). The results of the coefficient of determination or R square (r) explain that 63.6% of repurchase decisions (Y) are influenced by shopping experience variables (X1), product quality (X2) and e service quality (X3). The remaining 36.4% is influenced by other factors