PENGARUH KUALITAS VENDOR DAN PENGALAMAN BERTRANSAKSI TERHADAP INTENSI BERKELANJUTAN PENGGUNA E-COMMERCE DENGAN KEPUASAN DAN TRUST SEBAGAI VARIABEL MEDIASI

• Main Authors: , Ghazali Muhammad Iqbal, , Jogiyanto Hartono M., Prof. Dr., MBA.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2011
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/89047/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51465
• Institution: Universitas Gadjah Mada

No matter how good the system construct of e-commerce, it must still contain the potential risk. Therefore, the user satisfaction and trust toward vendor are the key factor in e-commerce. A good vendor is not only filling the user satisfaction at the first visited but also can increase the trust and invite the user for all of vendor�s business plan in the future. The object of this research are all of the internet users in Indonesia who conducted an e-commerce transactions. According to the sample criteria, in this study obtained 140 respondent sample who represent the e-commerce users in Indonesia. The model used is a replication model that was adopted from Zhou, Tae et al (2009) which examine the relative importance of whole service qualities in deciding to repurchase product online. In this study added construct experience as an independent variable, then it will be tested to extend previous research. This study aims to test continuance intention of e-commerce users in Indonesia which is influenced by service quality and experience through satisfaction and trust as a mediation variable. Data analysis is tested using Stuctural Equation Model (SEM). Start from theory-based model development to the evaluation goodness of fit criteria. The result of goodness of fit criteria indicated that all the goodness of fit index is at strong levels in overall so that the model is acceptable. The result of the effect of service quality and experience toward user�s satisfaction and trust test shows significant, which means that the higher level of service quality and experience, the higher e-commerce user�s satisfactions and trust will be. Then the effect of satisfaction toward e-commerce user�s trust shows significant too, which means that user�s trust level will rise when the satisfaction level rises. The last, the effect of satisfaction and trust toward e-commerce user�s continuance intention also shows significant. This can be explained that the higher people�s satisfaction and trust on e-commerce transaction will increase people�s intention to keep using e-commerce.