Utilitarian Value, Convenience, on Repurchase Intention Through Trust in Online Shop Users

Abstract

This study aims to analyze Utilitarian Value and Convenience of Repurchase Intention through Trust in Online Shop Users. Quantitative approach method is used in path analysis processed with Structural Equation Model (SEM). Validity tests and reliability tests will be carried out, then estimation tests and structural model fit tests. Based on the results of the structural model, this study found that Convenience had a significant impact on Trust. In other words, when online shop users found the shopping process convenient, it positively influenced their level of trust in the online shop. Additionally, Trust had a significant effect on Repurchase Intention. This means that when users had a higher level of trust in the online shop, they were more likely to intend to repurchase from that shop in the future. However, this study did not find any significant effects of Utilitarian Value on Trust, Utilitarian Value on Repurchase Intention, or Convenience on Repurchase Intention. This suggests that the perceived usefulness of the online shop and the convenience of the shopping experience did not directly impact users' trust or their intention to repurchase. The result of this study imply that the perceived benefits of efficiency and convenience alone may not be sufficient to influence customers' trust, repurchase intention, or perceived performance of an online shop. Factors such as trust, confidence in product selection, and the ability to acquire guaranteed products that align with purchasing power play a more crucial role in increasing repurchase interest for online consumers.