The Influence of Perceived Ease of Use and Perceived Usefulness on Repurchase Intention Mediated by E-Satisfaction Among Generation Z Customers of E-Commerce Lazada in Cimahi City
TL;DR
Gen Z’s intention to repurchase in Cimahi is more influenced by the perceived benefits of using the Lazada app than by ease of use or E-Satisfaction, and Perceived Usefulness has a positive and significant effect on E-satisfaction and Repurchase Intention.
Abstract
Increasingly fierce competition in the E-Commerce sector requires companies to understand the factors that influence repurchase intention. This study aims to analyze the effects of Perceived Ease of Use and Perceived Usefulness on Repurchase Intention, mediated by E-Satisfaction, among Gen Z users of the Lazada e-commerce platform in Cimahi. The study employs a quantitative approach using convenience sampling. Data were collected by distributing questionnaires to 200 respondents who met the study criteria. Data analysis was conducted using SPSS version 23 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and Sobel tests. The results of the study indicate that Perceived Usefulness has a positive and significant effect on E-satisfaction and Repurchase Intention. Conversely, Perceived Ease of Use does not have a significant effect on either E-satisfaction or Repurchase Intention. Conversely, Perceived Ease of Use does not have a significant effect on E-Satisfaction or Repurchase Intention. Furthermore, E-Satisfaction does not have a significant effect on Repurchase Intention and does not mediate the effects of Perceived Ease of Use or Perceived Usefulness on Repurchase Intention. These results indicate that Gen Z’s intention to repurchase in Cimahi is more influenced by the perceived benefits of using the Lazada app than by ease of use or E-Satisfaction.