The impact of website quality on repurchase intention mediated by perceived trust and perceived value in the case of Tokopedia in Surabaya

ABSTRACT This research was conducted to analyze the external factor of people to repurchase product in Online Retail. This research examine the impact of Website Quality on Repurchase Intention mediated by Perceived Trust and Perceived Value in the case of Tokopedia in Surabaya. The population of this research is the people in Surabaya who had purchase in Tokopedia’s website. The sample for this research of 105 people with characteristics such a people who aged ≥ 17 years old and had purchase goods from Tokopedia website for at least 6 months. This research used Structural Equation Modeling (SEM) as a data analysis technique. SEM is a statistical tool used to resolve simultaneous multilevel models that cannot be solved by a linear regression equation. The results of this research and discussion is Perceived Trust and Perceived Value plays an important role in mediating Website Quality and Repurchase Intention, because of those techniques help The Online Shop to increase the intention to repurchase. Good Website Quality will give a positive result of people repurchase intention through the mediation of Perceived Trust and Perceived Value