ELECTRONIC WORD OF MOUTH, CELEBRITY ENDORSEMENT DAN KEPERCAYAAN PELANGGAN TERHADAP MINAT BELI ULANG PADA SITUS ONLINE SHOPEE DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING UNTUK PENGGUNA APLIKASI SHOPEE

Abstrak

This study aims to determine the effect of electronic word of mouth, on the repurchase intention of Shopee application users with customer satisfaction, the influence of celebrity endorsement on repurchase interest with customer satisfaction, the influence of customer trust on repurchase interest with customer satisfaction, the influence of electronic word of mouth. , celebrity endorsement and customer trust partially affect satisfaction, the effect of electronic word of mouth, celebrity endorsement and customer trust partially affect repurchase interest and the influence of satisfaction on repurchase interest. The population in this study are Shopee application users. Determining the sample using incidental sampling method, with the sampling technique using the iteration formula to obtain 100 respondents. The data collection method used is a questionnaire/questionnaire. The analytical method used in this research is descriptive test, data quality test, classical assumption test, path analysis and hypothesis testing. The results of the analysis in this study indicate that customer satisfaction is not able to mediate between electronic word of mouth on repurchase interest, customer satisfaction is not able to mediate between celebrity endorsements and repurchase intentions, customer satisfaction is able to mediate between customer trust and repurchase interest, electronic word of mouth mouth has an effect on customer satisfaction, celebrity endorsement has no effect on customer satisfaction, customer trust has no effect on customer satisfaction, electronic word of mouth affects repurchase interest, celebrity endorsement does not affect repurchase interest, customer trust does not affect repurchase interest, and satisfaction has an effect on repurchase intention. Based on this research, online sellers in the Shopee marketplace are expected to further improve product quality, prices, and services provided to consumers and are expected to be more active in establishing relationships with their consumers.