PENGARUH ONLINE TRUST TERHADAP PURCHASING DECISIONS DAN DAMPAKNYA TERHADAP REPURCHASE INTENTION PADA E-COMMERCE SHOPEE

This research aims to examine and analyze the relationship between online trust variables towards purchasing decisions that have an impact on repurchase intention in the e-commerce sector. The object of this research is consumers who have shopped at e-commerce Shopee, with a sample of 133 respondents of Shopee users. The approach used in this study is Component or Variance Based Structural Equation Model with an analysis tool (Smart-PLS 3.0). The results showed a positive and significant influence on online trust variables on purchasing decisions with T-count values> T-table (8.090 > 1.96) and the existence of a positive and significant influence on the variables of purchasing decisions on repurchase intention with the value of T-count> T-table (9.629 > 1.96). Keywords: Online Trust, Purchasing Decisions, Repurchase Intention. Penelitian ini bertujuan untuk menguji dan menganalisis hubungan antar variabel online trust terhadap purchasing decisions yang berdampak pada repurchase intention di sektor e-commerce. Objek penelitian ini merupakan konsumen yang pernah berbelanja di e-commerce Shopee, dengan sample sebanyak 133 responden pengguna Shopee. Pendekatan yang digunakan dalam penelitian ini adalah Component atau Variance Based Structural Equation Model dengan alat analisis (Smart-PLS 3.0). Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan pada variabel online trust terhadap purchasing decisions dengan nilai T-hitung > T-tabel (8.090 > 1.96) serta adanya pengaruh positif dan signifikan pada variabel purchasing decisions terhadap repurchase intention dengan nilai T-hitung > T-tabel (9.629 > 1.96). Kata kunci : Online Trust, Purchasing Decisions, Repurchase Intention