The Effect of Website Quality and Perceived Risk on Repurchase Intention Mediated by Trust on Lazada Consumer

Abstract

The Effect of Website Quality and Perceived Risk on Repurchase Intention Mediated by Trust on Lazada Consumer IntroductionIn recent years, technological advances have become a special concern for business people and the public. Over time, technology has taken over most of human activities. Technological changes also indirectly change market conditions in Indonesia. Markets that were previously offline-oriented, which allowed consumers to meet sellers face-to-face, are now starting to turn into an online market. There are several problems when consumers make purchases through the marketplace. Based on a survey conducted by one of the dailysocial.id website sites, there are several obstacles faced by consumers when they make online purchase through the marketplace. Some of these obstacles include the time it takes for the marketplace to prepare ordered items too long, the payment process is complicated, the quality of the product does not match the advertisement, and the price offered is too high (Source: dailysocial.id, 2019).Companies that are able to take advantage of problem issues in online shopping as evaluation materials to improve services will have opportunities to attract more consumers. The willingness of consumers to make decisions to buy products online is seen from how many problems or obstacles occur when they buy through certain marketplaces. If the problem or obstacle is felt to be low and the product offered is in accordance with consumer expectations, it can increase repurchase intention.In the context of e-commerce, repurchase intention is an important aspect that can determine the success of a company because it is a determinant of the company's success, and also a tool for companies to expand their market share (Jia, Cegielski, & Zhang, 2014). Repurchase intention is an action taken by consumers after going through the purchase process, and future consumer behavior is influenced by consumer satisfaction and dissatisfaction after purchasing a product (Kotler and Keller, 2016). Repurchase intention can be used to predict whether consumers can become long-term customers and bring benefits to the company or not (Sudita and Ekawati, 2018). The success of the e-commerce business in generating consumer desire to repurchase intention is determined by how good the website quality is (Wuisan, Candra, Tanaya, Natalia & Bernardo, 2020).Website quality can be defined as direct marketing because when visitors open the website or visit the website, visitors will experience the facilities and information directly about the products on the website (Ali, 2016). Website quality has a very important role for companies. The higher and better the quality of a website, the more users will access the website (Astuti and Sari 2016). Research conducted by Tandon, Kiran&Sah (2017) found that website quality

Pengaruh Service Quality, Trust dan Satisfaction Terhadap Repurchase Intention Pada Pengguna Online PT Great Seasons Travel

“…Dengan demikian perusahaan harus memiliki sifat yang dapat di percaya atau Trust yang dapat menjadi pengaruh penting dalam menentukan suksesnya sebuah usaha. Trust juga menjadi hal penting dalam usaha niat beli kembali dari konsumen, karena adanya tingkat kepercayaan yang sesuai dengan yang di harapakan (Diyanto, 2021). Selain itu mendefinisikan bahwa sejauh mana konsumen merasa puas dengan pengalaman belanja sebelumnya.…”