The influence of e-service quality and social presence on repurchase intention through customer trust
Keywords:
E-Service Quality, Social Presence, Customer Trust, Repurchase IntentionAbstract
This research analyzes the influence of e-service quality, social presence, customer trust, and repurchase intention in the TokopediaPlay Live stream Shopping application. This research is guided by grand theory, namely the Theory of Planned Behavior or TPB and Consumer Behavior. This research uses a quantitative approach with the type of explanatory research. The sample used was Tokopedia Play student users in Surabaya, totaling 190 respondents. Data were collected using a questionnaire with a Likert scale consisting of five points. The analysis method in this research uses Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS 3 software. The results show that e-service quality does not affect repurchase intention. Social presence influences repurchase intention. E-service quality and social presence affect customer trust. Customer trust is a perfect mediation variable (complete mediation) between the e-service quality variable and repurchase intention. Customer trust is a partial mediation variable between the social presence variable and repurchase intention.
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