ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI KEPERCAYAAN SERTA DAMPAKNYA TERHADAP MINAT BELI ULANG (Studi Kasus Pada Pengguna Situs OLX.co.id di Pulau Jawa)

Abstract

The increasing access to the internet on society helped create a new lifestyle, one of which is the online shopping. OLX is one of the largest online trading sites in Indonesia that provides new or used items. This study aims to determine whether the attractiveness of advertising, the ease of shopping effect on consumer trust which impacted on repurchase intention on OLX.co.id The sample of this research are 385 people who have made a purchase products on OLX.co.id. The questionaires were distribute to OLX’s customers on March 2015 until April 2015. The data then were analyzed by using a multiple regression test. The result showed that two of independent variables directly influencing customer trust. Attractiveness of advertising has the highest direct influencing to customer trust and undirectly influencing repurchase intention. Consistent with the previous studies, trust has positive relation and significantly mediates the effect of independent variables to repurchase intention.