PENGARUH TRUST IN PLATFORM DAN PERCEIVED ENJOYMENT TERHADAP MINAT BELI ULANG KONSUMEN (Studi Pada Pengguna E-Commerce Lazada Di Kota Medan)
DOI:
https://doi.org/10.23969/jp.v11i03.62582Keywords:
Trust in Platform, Perceived Enjoyment, Repurchase Intention.Abstract
The rapid growth of e-commerce in Indonesia has intensified competition among online shopping platforms, including Lazada. In this competitive environment, trust in platform and perceived enjoyment are considered important factors that can increase consumers' repurchase intention. However, there are still several complaints related to transaction security, product suitability, and user experience that may influence consumers' decisions to make repeat purchases.This study aims to determine and analyze the influence of trust in platform and perceived enjoyment on consumers' repurchase intention among Lazada e-commerce users in Medan City, both partially and simultaneously.This study employed a quantitative method with an associative approach. The sample consisted of 96 Lazada users in Medan City selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 29.The results indicate that trust in platform has a positive and significant effect on repurchase intention. Perceived enjoyment also has a positive and significant effect on repurchase intention. Furthermore, trust in platform and perceived enjoyment simultaneously have a positive and significant effect on consumers' repurchase intention among Lazada e-commerce users in Medan City. Therefore, improving consumer trust and creating enjoyable shopping experiences can encourage higher repurchase intention.
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