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ABSTRACT:

Shopee is an e-commerce that is often used by consumers when shopping online. As e-commerce, Shopee still has problems with service and risk. E-service quality and perceived risk in transactions made by Shopee users can generate customer trust so that it can be taken into consideration in repurchase intention. This research aims to determine the influence of e-service quality and perceived risk on repurchase intention mediated by customer trust in Shopee e-commerce users. Data collection was carried out using the online questionnaire distribution method with purposive sampling technique. The research sample consisted of 264 respondents with characteristics of at least 18 years of age who knew and had shopped at Shopee. Data analysis using SEM with the help of LISREL (Linear Structural Relation) software. The research results show that of the seven hypotheses proposed, five hypotheses were accepted and two hypotheses were rejected. E-service quality is proven to have a positive influence on customer trust and repurchase intention and e-service quality also has an indirect positive influence on repurchase intention which is mediated by customer trust. Perceived risk has no direct or indirect influence on customer trust. Apart from that, perceived risk has a direct negative influence on repurchase intention. Customer trust is proven to have a positive influence on repurchase intention, which means that the greater customer trust in Shopee, the greater the repurchase intention.

KEYWORDS:

E-Commerce, E-Service Quality, Perceived Risk, Customer Trust, Repurchase Intention

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