The Rule of Consumer Satisfaction in Moderating Repurchase Intention

Abstract

This study aims to determine the effect of perceived ease of use and perceived usefulness in purchase intentions with customer satisfaction as a moderating variable in Lazada online shopping stores. The object of this study is Lazada users who have made a purchase once and are at least 17 years old and have a maximum of 40 years. The sample is determined using non-probability sampling with a purposive sampling method, which is 100 respondents. This research is a quantitative study with SEM PLS as an analysis tool. The results of the study prove that perceived comfort has a significant effect on repeat purchases, perceived usefulness has a considerable impact on repeat purchases, perceived support does not significantly influence purchases with consumer satisfaction as a moderating variable, and perceived value does not influence substantially purchases with consumer satisfaction as a moderating variable.