Determinants of Repurchase Intention in Shopee: The Role of Trust as Mediation
DOI:
https://doi.org/10.20527/jwm.v14i2.425Keywords:
Perceived Enjoyment, Perceived Ease of Use, Perceived Security, Trust, Repurchase IntentionAbstract
The purpose of this study is to analyse Perceived Enjoyment, Perceived Ease of Use, and Perceived Security in influencing Repurchase Intention. This study also explores the role of Trust as a mediator in the purchase of beauty products on Shopee. The primary data was obtained through a questionnaire administered to 190 re-spondents who had previously purchased beauty products on Shopee, using the SEM-PLS data analysis model. The findings indicate that Perceived Ease of Use and Perceived Security have a significant influence on trust and repurchase intention, both through direct and indirect relationships. Meanwhile, Perceived Enjoyment has a direct effect on repurchase intention, but not significantly on Trust. These findings highlight the importance of trust as a mediator in building customer loyalty in online stores. Practically, this study implies that Shopee needs to prioritise improving system security and ease of use of the application to strengthen trust and encour-age repurchase intention.
Downloads
References
Adi Ahdiat. (2025, January 13). Pengunjung Situs Shopee Bertambah Sepanjang Kuartal IV 2024. Data-boks.https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/678487a3166f7/pengunjung-situs-shopee-bertambah-sepanjang-kuartal-iv-2024
Agag, G., El-masry, A., Alharbi, N. S., & Ahmed Almamy, A. (2016). Development and validation of an instrument to measure online retailing ethics: Consumers’ perspective. Internet Research, 26(5), 1158–1180. https://doi.org/10.1108/IntR-09-2015-0272
Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers’ Expectation, Satisfac-tion, and Repurchase Intention of Used Products Online: Empirical Evidence From China. SAGE Open, 9(2). https://doi.org/10.1177/2158244019846212
Ayu, M., Oktarini, S., & Wardana, I. M. (2018). Maret 2018 Made Ayu Swari Oktarini; I Made Wardana. In INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia (Vol. 1, Issue 2).
Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351–370. https://doi.org/10.2307/3250921
Bi, Y., & Kim, I. (2020). Older Travelers’ E-Loyalty: The Roles of Service Convenience and Social Pres-ence in Travel Websites. Sustainability, 12(1), 410. https://doi.org/10.3390/su12010410
Cudjoe, A. G., Anim, P. A., & Tetteh Nyanyofio, J. G. N. (2015). Determinants of Mobile Banking Adop-tion in the Ghanaian Banking Industry: A Case of Access Bank Ghana Limited. Journal of Computer and Communications, 03(02), 1–19. https://doi.org/10.4236/jcc.2015.32001
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase in-tention in online shopping. Online Information Review, 33(4), 761–784. https://doi.org/10.1108/14684520910985710
Daud, A., & Razak, M. (2018). Impact of customer trust toward loyalty: the mediating role of perceived usefulness and satisfaction. In www.jbrmr.com A Journal of the Academy of Business and Retail Man-agement (Vol. 13). ABRM. www.jbrmr.com
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
Dewi, C. R. A., Yasa, N. N. K., Giantari, I. G. A. K., Sukawati, T. G. R., Setiawan, P. Y., & Setini, M. (2020). The Effect of Security, Trust and Ease of Use towards Repurchase Intentions Mediated by E-satisfaction on Online Travel Agent. Journal of Advanced Research in Dynamical and Control Systems, 12(8), 340–354. https://doi.org/10.5373/jardcs/v12i8/20202482
Dewi Wijiastuti, R., Frisayanti, F., Waly, N. A., Hasan, J. A., & Sorong, U. M. (2024). Pengaruh Ease Of Use Dan Perceived Enjoyment Terhadap Repurchase Intention Tiket Bioskop Di Aplikasi Tix Id. Journal of Management and Innovation Entrepreunership (JMIE), 1, 4.
Elwalda, A., & Lu, K. (2016). The impact of online customer reviews on purchase intention: The mediat-ing role of trust and perceived enjoyment. Computers in Human Behavior, 61, 51–58. https://doi.org/10.1016/j.chb.2016.03.089
Fradiani, R., Yudiarti, E., & Puspaningrum, A. (2018). The Role Of Trust As A Mediation Between The Effect Of Perceived Usefulness And Perceived Ease Of Use To Interest To Buy E-Book Indexed in Google Scholar. Journal of Applied Management (JAM), 16. https://doi.org/10.21776/ub.jam.2018
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. In Source: MIS Quarterly (Vol. 27, Issue 1).
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equa-tion modeling (PLS-SEM): An emerging tool in business research. In European Business Review (Vol. 26, Issue 2, pp. 106–121). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-10-2013-0128
Hasna, F. N., & Trifiyanto, K. (2023). Pengaruh Perceived Usefulness, Perceived Security, dan Confir-mation Terhadap Kepuasan Pengguna Fintech E-wallet DANA (Studi pada Pengguna E-wallet DANA Kabupaten Kebumen). In Jurnal Ilmiah Mahasiswa Manajemen (Vol. 5, Issue 5). https://jurnal.universitasputrabangsa.ac.id/index.php/jimmba/index
Huang, E., & Cheng, F.-C. (2012). Online Security Cues and E-Payment Continuance Intention. Interna-tional Journal of E-Entrepreneurship and Innovation, 3(1), 42–58. https://doi.org/10.4018/jeei.2012010104
Iskandar, R. I., Astuti, Y., & Indrajaya, D. (2024a). The influence of Customer Expectation, Perceived Enjoyment, Perceived Ease of Use, and customer satisfaction on Repurchase Intention of vidio.com Streaming Service Providers. Journal of Law and Sustainable Development, 12(1), e2137. https://doi.org/10.55908/sdgs.v12i1.2137
Iskandar, R. I., Astuti, Y., & Indrajaya, D. (2024b). The influence of Customer Expectation, Perceived Enjoyment, Perceived Ease of Use, and customer satisfaction on Repurchase Intention of vidio.com Streaming Service Providers. Journal of Law and Sustainable Development, 12(1), e2137. https://doi.org/10.55908/sdgs.v12i1.2137
Juniwati. (2015). Pengaruh Perceived Ease of Use, Enjoyment dan Trust Terhadap Repurchase Intention dengan Customer Satisfaction Sebagai Intervening pada Belanja Online (Studi Pada Mahasiswa Universitas Tanjungpura Pontianak). In Jurnal Ekonomi Bisnis dan Kewirausahaan (Vol. 4, Issue 1).
Kedah, A. (2023). Strategi platform e-commerce dalam merebut posisi kepemimpinan pasar digital di Indone-sia. Jurnal Bisnis Digital & Pemasaran, 5(1), 45-62.
Kevin Putra Bawono, T., & Subagio, H. (2020). Analisa Pengaruh Social Media Marketing Terhadap Repur-chase Intention Melalui Brand Trust Sebagai Variabel Mediasi Pada Instagram Adidas Indonesia Di Su-rabaya.
Khoirun Nisa, U., Aslamatis Solekah, N., & Penulis, N. (2022). The Influence of TAM, Social influence, Se-curity Relationship Toward Intention to Use E Wallet through Attitude and Trust (Vol. 18, Issue 1). https://www.bi.go.id
Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyal-ty development process. Journal of Retailing and Consumer Services, 16(4), 239–247. https://doi.org/10.1016/j.jretconser.2008.11.019
Kotler, P., & Keller, L. K. (2012). Marketing Management (12th ed.). New Jersey: Pearson Education.
Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information and Management, 41(3), 377–397. https://doi.org/10.1016/j.im.2003.08.004
Li, Y. (2016). Empirical Study of Influential Factors of Online Customers’ Repurchase Intention. IBusi-ness, 08(03), 48–60. https://doi.org/10.4236/ib.2016.83006
Luh, N., & Sawitri, P. W. (2023). The Role Of Trust In Mediating The Effect Of Perceived Ease Of Use And Perceived Usefulness On Online Repurchase Intention Peran Trust Dalam Memediasi Pengaruh Per-ceived Ease Of Use Dan Perceived Usefulness Terhadap Online Repurchase Intention.
Mandiri, G. P., & Susila, I. (2023). Analysis of the Effect of Perceived Security, Information Quality, and Consumer Trust on Online Purchase Intention in the Shopee Application. JEM17: Jurnal Ekonomi Manajemen, 8(2), 241–260. https://doi.org/10.30996/jem17.v8i2.9765
Masri, N. W., Ruangkanjanases, A., & Chen, S. C. (2021). The effects of product monetary value, product evaluation cost, and customer enjoyment on customer intention to purchase and reuse vendors: Institutional trust‐based mechanisms. Sustainability (Switzerland), 13(1), 1–20. https://doi.org/10.3390/su13010172
Mayer, R. C., Davis, J. H., & David Schoorman, F. (1995). An Integrative Model of Organizational Trust (Vol. 20, Issue 3). https://www.jstor.org/stable/258792?seq=1&cid=pdf-
Monica, F., & Japarianto, E. (2022). Analisa Pengaruh Perceived Ease Of Use Dan Melalui Perceived Enjoy-ment Terhadap Behavior Intention Pada Digital Payment. https://doi.org/10.9744/pemasaran.16.1.9─15
Moreno, D. E., Fabre, E., & Pasco, M. (2022). Atmospheric Cues Roles: Customer’s Online Trust, Per-ceived Enjoyment, and Impulse Buying Behavior. Open Journal of Business and Management, 10(01), 223–244. https://doi.org/10.4236/ojbm.2022.101014
Muliadi, M. L., & Japarianto, E. (2021). Analisa Pengaruh Perceived Ease Of Use Terhadap Behavior Inten-tion Melalui Perceived Usefulness Sebagai Media Intervening Pada Digital Payment Ovo. https://doi.org/10.9744/pemasaran.15.1.20─27
Muzdalifa Universitas Sultan Ageng Tirtayasa, D., & Rahmat Taufik, E. (2023). Meningkatkan Repur-chase Intention Melalui Perceived Ease Of Use dan Perceived Enjoyment (Vol. 18, Issue 1). www.sociolla.com.
Nabila, E. Y., Listiana, E., Purmono, B. B., Fahruna, Y., & Rosnani, T. (2023). Determinants of Repurchase Intention: A Study on Ease of Use, Trust and E-Satisfaction Construct in Shopee Marketplace. East African Scholars Journal of Economics, Business and Management, 6(1), 29–36. https://doi.org/10.36349/easjebm.2023.v06i01.004
Ni, P. P., Julia, P. A., & Made, W. I. (2021). The Role Of Customer Satisfaction In Mediating The Effect Of Perceived Ease Of Use And Perceived Enjoyment On Repurchase Intention On Shopee Customers In Denpasar City. Eurasia: Economics & Business, 11(53). https://doi.org/10.18551/econeurasia.2021-11
Olumekor, G., Adebowale, S., & Yusuff, R. (2024). Internet accessibility and e-commerce adoption in under-served regions: Evidence from Southeast Asia. Journal of Electronic Commerce Research, 25(2), 112-130.
Oni, O., Olumayowa ONI, O., & Modupe ADEYEYE, M. (2020). DIGITAL COMMERCE SECURITY AND CUSTOMERS’ SATISFACTION IN SOUTH WEST NIGERIA. 2020(2), 69–81. https://www.researchgate.net/publication/344377246
Peppers, D., & Rogers, M. (2004). Managing customer relationships: A strategic framework. John Wiley & Sons.
Puspitasari, I., & Briliana, V. (2017). Pengaruh Perceived Ease-Of-Use, Perceived Usefulness, Trust Dan Per-ceived Enjoyment Terhadap Repurchase Intention (Studi Kasus Pada Website Zalora INDONESIA) (Vol. 19, Issue 2). http://jurnaltsm.id/index.php/JBA
Puteri Woro Subagio, D., Hadiwidjojo, D., Magister Manajemen, P., Ekonomi dan Bisnis, F., & Brawijaya, U. (2018). Pengaruh Perceived Ease Of Use Terhadap Repurchase Usefulness Dan Trust Sebagai Varia-bel Mediasi. www.m.liputan6.com
Rahnamaee, A., & Berger, P. D. (2013). Investigating consumers’ online purchasing behavior: Single-brand e-retailers versus multi-brand e-retailers. Journal of Marketing Analytics, 1(3), 138–148. https://doi.org/10.1057/jma.2013.13
Romadhoni, M. Y., Susanto, S., & Cahyani, P. D. (2022). Pengaruh Kualitas Pelayanan, Kepercayaan, Dan Keamanan Terhadap Minat Beli Ulang Konsumen Di LAZADA. Jurnal Ilmiah Manajemen Kesatuan, 10(2), 355–362. https://doi.org/10.37641/jimkes.v10i2.1428
Ruslim, T. S. (2024). The Effect of Security and Perceived Ease of Use on Repurchase Intention in Online Mar-ketplace Consumers with Trust as Mediation (Case: Marketplace “T” in Jakarta) (Vol. 22, Issue 3). https://jurnal.ubd.ac.id/index.php/ds
Salsabila, A., & Widarmanti, T. (2023). Pengaruh customer expectation, perceived enjoyment, perceived ease of use dan satisfaction terhadap online repurchase intention produk secondhand di tiktok. 7(2), 2023.
Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Manage-ment, 39, 199–208. https://doi.org/10.1016/j.ijinfomgt.2017.12.008
Sugiyono. (2019). Metode Kuantitatif, Kualitatif, dan R & D (S. Pd. , M. Dr.Ir.Sutopo, Ed.; Kedua). Alfabeta.
Trivedi, S. K., & Yadav, M. (2018). Predicting online repurchase intentions with e-satisfaction as media-tor: a study on Gen Y. VINE Journal of Information and Knowledge Management Systems, 48(3), 427–447. https://doi.org/10.1108/VJIKMS-10-2017-0066
Wen, C., Prybutok, V. R., Xu, C., & Wen Victor Prybutok Chenyan xU, C. R. (2011). An Integrated Model for Customer Online Repurchase Intention. Journal of Computer Information Systems, 52(1), 14–23. https://doi.org/10.1080/08874417.2011.11645518
Wilson, N., & Keni, K. (2018). The effect of website design quality and service quality on repurchase intention in the e-commerce industry: A cross-sectional study. Journal of Theoretical and Applied Information Technology, 96(19), 6345–6357.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Nurika Riski Ramadani, Ilsya Hayadi
This work is licensed under a Creative Commons Attribution 4.0 International License.
