Aulia, Naura Rizky (2025) PENGARUH USER EXPERIENCE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION PADA MARKETPLACE SHOPEE TA.10.25.007). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.
Full text not available from this repository.Abstract
ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh User Experience terhadap Repurchase Intention melalui Customer Satisfaction pada pengguna aplikasi e-commerce Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan analisis deskriptif dan verifikatif, serta metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Variabel yang dianalisis meliputi empat dimensi User Experience, yaitu Value, Adoptability, Desirability, dan Usability, dengan Customer Satisfaction sebagai variabel mediasi. Hasil penelitian menunjukkan bahwa dimensi Adoptability dan Usability berpengaruh signifikan terhadap Customer Satisfaction, sedangkan dimensi Value dan Desirability tidak berpengaruh signifikan. Selanjutnya, Customer Satisfaction berpengaruh positif dan signifikan terhadap Repurchase Intention. Temuan ini mengindikasikan bahwa peningkatan User Experience, khususnya melalui Adoptability dan Usability, dapat meningkatkan Customer Satisfaction yang selanjutnya berkontribusi terhadap peningkatan Repurchase Intention. Oleh karena itu, Shopee disarankan untuk memprioritaskan pengembangan fitur yang mendukung Adoptability dan Usability guna meningkatkan Customer Loyalty. Kata Kunci: User Experience, Customer Satisfaction, Repurchase Intention, Shopee viii THE EFFECT OF USER EXPERIENCE ON REPURCHASE INTENTION THROUGH CUSTOMER SATISFACTION By: Naura Rizky Aulia ABSTRACT This study aims to examine the effect of user experience on repurchase intention through customer satisfaction among users of the Shopee e-commerce application. This study uses a quantitative approach with descriptive and verifiable analysis, as well as the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The variables analyzed include four dimensions of User Experience, namely Value, Adoptability, Desirability, and Usability, with Customer Satisfaction as the mediating variable. The results of the study indicate that the Adoptability and Usability dimensions have a significant effect on Customer Satisfaction, while the Value and Desirability dimensions do not have a significant effect. Furthermore, Customer Satisfaction has a positive and significant effect on Repurchase Intention. These findings indicate that improving User Experience, particularly through Adoptability and Usability, can enhance Customer Satisfaction, which in turn contributes to increased Repurchase Intention. Therefore, Shopee is advised to prioritize the development of features that support Adoptability and Usability to enhance Customer Loyalty. Keywords: User Experience, Customer Satisfaction, Repurchase Intention, Shopee
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sekolah Vokasi > Logistik Niaga-EI D4 |
| Depositing User: | PKL SATU SATU |
| Date Deposited: | 22 Jul 2026 08:44 |
| Last Modified: | 22 Jul 2026 08:44 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/4146 |
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