PENGARUH ULASAN PRODUK, KEPERCAYAAN DAN KEMUDAHAN TRANSAKSI TERHADAP MINAT BELI ULANG PRODUK BUNGA MELALUI E-COMMERCE DI CITRA FLORIST SURABAYA

Mufida, Indah Alvin (2023) PENGARUH ULASAN PRODUK, KEPERCAYAAN DAN KEMUDAHAN TRANSAKSI TERHADAP MINAT BELI ULANG PRODUK BUNGA MELALUI E-COMMERCE DI CITRA FLORIST SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This research is motivated by a decrease in sales and a lack of repurchase interest in E-Commerce Surabaya florist images. Meanwhile, the level of E-Commerce users in Indonesia is getting higher. arouse consumer interest to consume it again in the future. Therefore, a strategy or innovation is needed to influence repurchase intention so that in the following year there will be an increase in the number of sales through E-Commerce, the image of the Surabaya Florist. The purpose of this study was to analyze the effect of product reviews (X1), trust (X2), and ease of transaction (X3) on repurchasing interest (Y) of flower products through E-Commerce in the image of a Surabaya florist. The sample was determined using purposive sampling method. Data collection was carried out by distributing questionnaires. The data analysis method used is Structural Equation Modeling Partial Least Square (SEM-PLS). The results of the study show that product reviews, trust and ease of transaction have a positive and significant impact on repurchase intention.

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Thesis (Undergraduate)

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