Hubungan Tingkat Electronic Word of Moth (e-WOM), Tingkat eDesain Aplikasi, dan Tingkat e-Relative Advantage terhadap Tingkat e-Repurchase Digital Perbankan Jenius di Surabaya yang Dimediasi oleh Tingkat e-Trust

Abstract

Marketing Communication has a vital role in the promotion of a product. This is especially true for a new and innovative product. This innovation made Jenius as a digital banking with the first Reinvented Banking system in Indonesia, had to carry out the marketing communication process so that its innovative products could be recognized by the entire public. Based on the Diffusion of Innovation Theory, this study used Electronic Word of Mouth (e-WOM), e-Application Design, and eRelative Advantage variables. This study aimed to determine the relationship between these variables and e-Repurchase mediated by e-Trust for Jenius users in Surabaya. The study used quantitative methods to 120 samples using SmartPLS' data processing. The results showed that e-Relative Advantage had the most significant role on e-Repurchase behavior and e-Trust had no role in mediating the three independent variables of the study on the dependent variable.