Exploring the relationship between trust, ease of use after purchase and switching re-purchase intention

Abstract

The research conducted by this researcher intends to analyze the effect of trust and ease of use on purchase decisions and repurchase intention. The data collection method in this study uses a questionnaire with 130 consumers who have purchased at an online store. The analytical method used is descriptive analysis, and the test instrument uses SEM AMOS. in this study using four variables, thirteen dimensions and twenty-six indicators. The results show that trust and ease of use have a significant effect on buying decisions and also have a significant effect on repurchase intention, and purchase decisions have a significant and significant effect on repurchase intention. so it can be said that trust and ease of use are the entry points that make consumers start to move to the next stage, therefore online store marketers need to pay attention.

Understanding Repurchase Intention of Online Marketplace Customers in Jakarta with Trust as Intervening

“…Based on these results, the fifth hypothesis (H5) is accepted. These findings, in line with previous research by Basyar and Sanaji (2016), Suleman et al (2021), andTrivedi andYadav (2020), shows the results that the perceived ease of use variable has a positive and significant effect on the repurchase intention variable. This shows that when customers feel that the online marketplace uses language that is commonly used and easy to understand and provides convenience when transacting where the payment process is easy because it can use various transaction tools, this will be a consideration for customers to intend to repurchase in the online marketplace.…”

“…Based on these results, the third hypothesis (H3) is accepted. These findings, in line with previous research by Yeo et al (2021), Lin and Wang (2018), and Suleman et al (2021), show that the trust variable has a positive and significant effect on the repurchase intention variable. This shows that having a high level of trust in online marketplaces can help customers overcome their perceptions of the uncertainty and risk associated with online transactions, thereby increasing repurchase intentions.…”

“…Perceived ease of use is one of the variables that customers consider to make repeat purchases because if the online shopping site is easily accessible, the procedure is easy to understand, it is easy to compare products, and it is easy to find the product they like, the customer will intend to repurchase on the site (Dutta, 2016). There is a relationship between perceived ease of use and repurchase intention, which shows a positive and significant effect, namely in research conducted by Basyar and Sanaji (2016), Suleman et al (2021), and Trivedi and Yadav (2020) which states that when customers find it easy when shopping online because of the ease of use of the site and easy to pay online, then the customer will tend to intend to repurchase on the site. From this description, the hypothesis is formulated as follows:…”

“…This is because they are unlikely to be willing to transact with companies that fail to convey a sense of trustworthiness (Setyorini & Nugraha, 2017). There is a relationship between trust and repurchase intention which shows a positive and significant effect, namely in research conducted by Yeo et al (2021), Lin and Wang (2018), and Suleman et al (2021) which states that with a high level of customer trust in the site due to the provision of accurate information and services, it can convince customers that the buying process is free from risk which will ultimately lead customers to decide to make repurchase transactions so that it will produce long-term customers or customer loyalty. From this description, the hypothesis is formulated as follows:…”

“…Previous research has proven the effect of perceived ease of use on repurchase intention. For example, research by Basyar and Sanaji (2016), Suleman et al (2021), andTrivedi andYadav (2020) show a positive and significant relationship between perceived ease of use and repurchase intention. Therefore, it shows that perceived ease of use is one of the variables that customers consider to make repeat purchases.…”