The Role Of Customer Satisfaction In Increasing Trust And Return Intention On Shopee

Abstract

This research aims to determine the roleElectronic TrustIn Increasing Electronic Satisfaction and Intention to Repurchase at Shopee. This research uses a quantitative method approach. The population of this research is Palopo Muhammadiyah University Students. The sample in this research was taken using a probability sampling method, namely a purposive sampling approach. This sample size was taken as 151 samples with consideration of the minimum sample for the Structure Equation Model (SEM), namely 100 samples and an error rate of 5%, however the samples processed were only 150 samples. To test the hypothesis of this research using the Structural Equation Model (SEM) technique using the Partial Least Square (PLS-SEM) approach with the help of the Smart PLS 4 application. The results of the research show that electronic trust has a positive and significant effect on electronic satisfaction, as does electronic trust apparently. has a positive and significant influence on repurchase intentions, then electronic satisfaction also has a positive and significant influence on repurchase intention decisions in the Shopee application. This shows that all the hypotheses proposed in this research are accepted.