| dc.description.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 | en_US |
