FAKTOR-FAKTOR YANG MEMENGARUHI REPURCHASE INTENTION PADA ONLINE LEARNING PLATFORM DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING

ABHINAYA AKBAR ARROYAN, . (2026) FAKTOR-FAKTOR YANG MEMENGARUHI REPURCHASE INTENTION PADA ONLINE LEARNING PLATFORM DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, electronic word of mouth (eWOM), brand image, dan e-service quality terhadap repurchase intention pada online learning platform dengan customer trust sebagai variabel intervening. Penelitian ini mengadopsi Landasan Teori Stimulus– Organism–Response (S–O–R). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner dengan jumlah responden sebanyak 300 responden. Penelitian ini menggunakan Non-Probability Sampling. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa social media marketing dan eWOM tidak berpengaruh signifikan terhadap customer trust, sedangkan brand image dan e-service quality berpengaruh positif dan signifikan terhadap customer trust. Selanjutnya, dalam memengaruhi repurchase intention, ditemukan bahwa EWOM, brand image, e-service quality, dan customer trust berpengaruh positif dan signifikan, sementara social media marketing tidak berpengaruh signifikan. Selain itu, customer trust tidak mampu memediasi pengaruh seluruh variabel independen terhadap repurchase intention, sehingga tidak terjadi efek mediasi dalam model penelitian ini. Berdasarkan hasil tersebut, rekomendasi yang diberikan adalah penyedia online learning platform perlu lebih memfokuskan strategi pada peningkatan kualitas layanan dan penguatan citra merek, serta pengelolaan ulasan konsumen secara efektif, dibandingkan hanya mengandalkan aktivitas promosi di media sosial, guna meningkatkan kepercayaan dan mendorong pembelian ulang pengguna. ***** This study aims to analyze the influence of social media marketing, electronic word of mouth (eWOM), brand image, and e-service quality on repurchase intention in online learning platforms with customer trust as an intervening variable. This study adopts the Stimulus–Organism–Response (S–O–R) theoretical framework. This research uses a quantitative approach with a survey method through the distribution of questionnaires with a total of 300 respondents. This study uses non�probability sampling. The data analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that social media marketing and eWOM do not have a significant effect on customer trust, while brand image and e-service quality have a positive and significant effect on customer trust. Furthermore, in influencing repurchase intention, it was found that eWOM, brand image, e-service quality, and customer trust have a positive and significant effect, while social media marketing does not have a significant effect. In addition, customer trust is unable to mediate the influence of all independent variables on repurchase intention, so no mediation effect occurs in this research model. Based on these results, the recommendation given is that online learning platform providers need to focus more on improving service quality and strengthening brand image, as well as effectively managing consumer reviews, rather than relying solely on social media promotional activities, in order to increase trust and encourage user repurchase behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M. ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Abhinaya Akbar Arroyan .
Date Deposited:	13 Jul 2026 03:53
Last Modified:	13 Jul 2026 03:53
URI:	http://repository.unj.ac.id/id/eprint/66570

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