PENGARUH KEPUASAN BERBELANJA ONLINE TERHADAP KEPERCAYAAN PELANGGAN DAN DAMPAKNYA PADA NIAT BELI ULANG DI MOBILE PLATFORM SHOPEE INDONESIA

IBNU KRISNA RAHARJO. The Influence of Online Shopping Satisfaction on Customer Trust and Its Impact on Repurchase Intention at Shopee Indonesia Mobile Platform. The purpose of this study is to: (1) Know the positive effect of customer satisfaction on customer trust in the Shopee Indonesia mobile platform. (2) Knowing the positive effect of customer trust on repurchase intention in the Shopee Indonesia mobile platform. (3) Knowing the positive effect of customer satisfaction on repurchase intention in the Shopee Indonesia mobile platform. Data collection uses using the survey method. The type of research conducted is quantitative research using descriptive methods. The population is taken from Shopee online shop users in Jakarta who have purchased products with a minimum of two product purchases in the Shopee marketplace in the last six months. The number of samples in this study were 200 respondents using purposive sampling method. In processing the collected data, researchers used LISREL version 8.8 software. Hypothesis testing shows: (1) Customer satisfaction has a positive effect on repurchase intention, (2) Customer trust has a positive effect on repurchase intention, (3) Customer satisfaction has a positive effect on repurchase intention. The results of the full model SEM with the value of RMSEA is 0.016, the value of RMR 0.049, the value of CMIN/DF 1.049, the value of NFI 0.973, the value of NNFI 0.997 and the value of CFI 0.998. The results of this study can be useful for online stores with mobile platforms, especially Shopee Indonesia to increase the repurchase intention of their customers. Keywords: Customer Satisfaction, Customer Trust, Repurchase Intention, Shopee Indonesia Mobile Platform