PENGARUH E-SATISFACTION DAN E-TRUST TERHADAP REPURCHASE INTENTION PADA ONLINE MARKETPLACE TOKOPEDIA YANG DIMEDIASI OLEH ELECTRONIC WORD OF MOUTH

Tujuan penelitian ini yaitu untuk mengetahui pengaruh e-satisfaction terhadap e-word of mouth, pengaruh e-trust terhadap e-word of mouth, pengaruh e-word of mouth terhadap repurchase intention, pengaruh e-satisfaction terhadap repurchase intention, pengaruh e-trust terhadap repurchase intention, pengaruh e-satisfaction terhadap repurchase intention melalui e-word of mouth, pengaruh e-trust terhadap repurchase intention melalui e-word of mouth, pada online marketplace Tokopedia. Objek pada penelitian ini yaitu 200 orang pengunjung situs online marketplace Tokopedia di DKI Jakarta, dengan teknik purposive sampling. Teknik pengumpulan data yang digunakan yaitu menyebarkan kuesioner. Penelitian ini menggunakan pendekatan Structural Equation Model (SEM) berbasis LISREL Versi 8.80. Hasil pengujian hipotesis menunjukkan: 1) e-satisfaction berpengaruh positif dan signifikan terhadap electronic word of mouth, 2) e-trust berpengaruh positif dan signifikan terhadap electronic word of mouth, 3) electronic word of mouth berpengaruh positif dan signifikan terhadap repurchase intention, 4) e-satisfaction berpengaruh positif dan signifikan terhadap repurchase intention, 5) e-trust berpengaruh positif dan signifikan terhadap repurchase intention, 6) e-satisfaction berpengaruh positif dan signifikan terhadap repurchase intention melalui electronic word of mouth, 7) e-trust berpengaruh positif dan signifikan terhadap repurchase intention melalui electronic word of mouth, pada online marketplace Tokopedia. ***** The aims of this study are to determine the effect of e-satisfaction on e-word of mouth, the effect of e-trust on e-word of mouth, the effect of e-word of mouth on repurchase intention, the effect of e-satisfaction on repurchase intention, the effect of e-trust on repurchase intention, the effect of e-satisfaction on repurchase intention mediated by e-word of mouth, the effect of e-trust on repurchase intention mediated by e-word of mouth, in the online marketplace Tokopedia. The object of this research is 200 visitors Tokopedia marketplace site in DKI Jakarta, using a purposive sampling technique. The data collection technique used questionnaires. This study uses a Structural Equation Model (SEM) approach based on LISREL version 8.80. The results of hypothesis testing show: 1) e-satisfaction has a positive significant effect on electronic word of mouth, 2) e-trust has a positive significant effect on electronic word of mouth, 3) electronic word of mouth has a positive significant effect on repurchase intention, 4) e-satisfaction has a positive significant effect on repurchase intention, 5) e-trust has a positive significant effect on repurchase intention, 6) e-satisfaction has a positive significant effect on repurchase intention through electronic word of mouth, 7) e-trust has a positive significant effect on repurchase intention through electronic word of mouth, in the online marketplace Tokopedia