1 THE INFLUENCE OF E-SERVICE QUALITY AND CUSTOMER
SATISFACTION TOWARDS REPURCHASE INTENTION TO USE EWALLET (A STUDY ON SHOPEEPAY INDONESIA)
Amelia Nurmawati Edmil
Faculty of Economics and Business, University of Brawijaya [email protected]
Supervisor:
Dias Satria, SE., M.App.Ec., Ph.D.
Faculty of Economics and Business, Universitas Brawijaya [email protected]
ABSTRACT
This study aimed to determine the influence of fulfillment, customer service, security & privacy, application design, and customer satisfaction on Shopee Pay’s repurchase intention. The type of research is an associative study that explains the relationship and influence between one variable and another through hypothesis submission. This study used a sample of 100 respondents by distributing questionnaires online. The sample consisted of respondents who have done payment using ShopeePay at least twice a year dan acknowledge the feature and facilities of ShopeePay. Data was analysed using multiple regression analysis using the SPSS Version 25. The results of testing the five hypotheses concluded that the fulfillment, customer service, security & privacy, application design, and customer satisfaction respectively, have a significant effect on ShopeePay’s repurchase intention.
Keywords: Fulfillment, Customer Service, Security & Privacy, Application Design, Customer satisfaction, Repurchase Intention
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh pemenuhan, layanan pelanggan,keamanan
& privasi, desain aplikasi dan kepuasan pelanggan terhadap niat beli kembali ShopeePay. Jenis penelitian ini adalah penelitian asosiatif yang menjelaskan hubungan dan pengaruh antara satu variabel dengan variabel lainnya melalui pengajuan hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden dengan menyebarkan kuesioner secara online. Sampel terdiri dari responden yang telah melakukan pembayaran dengan menggunakan ShopeePay minimal dua kali dalam setahun dan mengetahui fitur dan fasilitas ShopeePay. Analisis data dalam penelitian ini menggunakan analisis regresi berganda dengan menggunakan SPSS Versi 25. Hasil pengujian kelima hipotesis dapat disimpulkan bahwa pemenuhan, layanan pelanggan, keamanan & privasi, desain aplikasi dan kepuasan pelanggan masing-masing berpengaruh signifikan terhadap niat pembelian kembali ShopeePay.
Kata Kunci: Pemenuhan, Layanan Pelanggan, Keamanan & Privasi, Desain Aplikasi, Kepuasan Pelanggan, Niat Pembelian Kembali
BACKGROUND OF THE STUDY
In this era of growing globalization, the internet is no longer taboo for all people in this world. Almost all people know the internet.
The internet connects billion of users, not only at some places, but all over the world. Today the, internet is not limited to the users of information. It can be accessed through a
2 single media and also be used as a means to
make transactions that can create a new marketplace and a wide business network that is not limited by place and time.
Based on a survey conducted by the Network Provider Association Internet Indonesia (APJII) in 2016, more than half of the population of Indonesia are connected to the internet, with a total of 132.7 million people (APJII, 2016). It has increased rapidly by 51.8 percent from 2014. the factor influencing this development is the infrastructure development and the ease to get a smartphone or mobile phone (Kompas, 2016). According to Kasali (2015), the number of internet network users around the world is more than 200 million users, 67 million are located in the United States, and even Internet network users in Indonesia are doubling every 100 days. The main focus of e- commerce is to create a mobile platform for buying and selling activities through their cell phones. In addition, application features such as live chat, hashtags, and social sharing are making it easier for consumers. The presence of online commerce will make it easier for consumers to carry out purchasing activities.
Consumers do not need to come directly to shop, they only need to visit the intended site and determine the goods/services they need.
Apart from that, online shopping aims to increase consumer purchase interest supported by sophisticated technology so that it can attract the attention of consumers both from the image, color, sound, form, service, and availability sought are ultimately provoke consumer interest to buy products/services from online sites (Sophia, 2014).
According to Salisbury et al. (2001) cited in Ling et al. (2010), individual purchase interest can be used to determine the strength of interest individuals in making specific purchases. According to the argument by Pavlou (2003) in Ling et al. (2010), online shopping or e-commerce is one way of shopping through electronics communication tools or social networks used in buying and selling transactions, at where buyers do not have to bother coming to the store to see and buy what they are looking for. Customers
may sit still at home and see the desired item via the internet, and they can order the desired items, transfer the money, and the item will be sent by the seller (Nusarika & Purnami, 2015).
Online buying interest is a situation when a customer is willing and interested to engage in online transactions. The increasing number of internet users in Indonesia is creating a good market which is great for the ecommerce industry. So, it is no wonder, in Indonesia, large e-commerce and marketplaces have sprung up with fantastic capital for the size of the industry. According to data from GlobalWebIndex, in 2019, Indonesia became the country with the highest e-commerce adoption in the world. The percentage is 90%
of internet users aged 16 years – 64 years have done shopping online (GlobalWebIndex, 2019).
Based on iPrice, Shopee has the highest number of e-commerce visitors in Indonesia with 71.5 million visitors.
Meanwhile, Tokopedia has the third largest visitor level, namely 69.8 million. From the data quoted from Liputan6.com, the online buying and selling business or e- commerce continues to show growth, seeing the achievement of the e-commerce market value in Indonesia in 2017, which is USD 8 billion, and it can be predicted that in 2022 it will reach USD 65 billion. It can be concluded that Indonesian people are very enthusiastic about the renewal of shopping patterns from conventional to modern, especially online shopping.
The increasing need for goods and services makes us look for non-cash payment alternatives, which will have a positive impact by reducing the level of use of cash, especially in terms of manual payments. The presence of the banking sector, which influences the payment of goods and services, makes everyone prefer to transact through personal accounts by transferring a certain amount of money and receiving proof of the transaction from the bank.
As a part of the e-commerce range, the e- shopping platform usually provides online payment method, or known as e-wallet or
3 electronic wallet. Ewallet is an application or
feature developed to make it easier for users to make payments. Currently, the use of E-wallet is increasing especially due to the Covid-19 pandemic that has been happening in quite a while. The laws and regulations implemented during this times by the government, following doing lockdown and closing many offline businesses, cause the decrease of the economic value. However, the survey, entitled “COVID-19 and E- commerce”, examines how the pandemic has changed the way consumers use e-commerce and digital solutions. During the pandemic, more than half of the survey’s respondents shop online more frequently and rely on the internet news, health-related information, and digital entertainment. Projecting to the future, it is expected that the e-commerce would grow bigger consumers in developing countries, since they have made the greatest shift to online shopping, based on the survey.
This study focuses on how the use of e- wallet (ShopeePay) can well stand out in the top line of the market. According to Lestari &
Ellyawat (2019), competition between companies in the current economic era is more on how to find a way to meet the needs of consumers than to compete with a competitor by looking at the positive relationship between maximizing its quality in regards to the return of the customer to reuse the digital wallet (ShopeePay). To achieve success, a company relies not only on attractive web display, low price or product quality, but also provides excellent service all the time. In addition, trust
becomes one of the
important factors in the success of the online shop. Trust can eliminate consumer scepticism to buy products in online shopping.
RESEARCH METHOD
This study used a survey research method. The data collection technique used in this study was a survey guided by a closed questionnaire so that the data collected was information that was sourced from the real observed phenomena. This study was conducted on people who have
used ShopeePay services. In this study, location is the place where the research wasconducted. The location chosen in this study is in the Jakarta area, as the city that the people more likely to be more familiar with the use of ShopeePay in their payment activity.
The population in this study were customers who had used ShopeePay.
However, in order to strengthen the results of the study, this study obtained the number of respondents as many as 100 people, adjusted for the number of indicators of the three variables used in this study. The data is obtained by providing a list of questions to the respondent. The sample used in this study were customers of ShopeePay who met the criteria for the research sample as described in point 2 (sample). Sampling was conducted for approximately 1.5 (one and a half) months, namely from February 2, 2020 to March 17, 2020.
The independent variables in this research are e-service quality (X1), and customer satisfaction (X2). E-Service Quality is defined as an extension of a site's ability to facilitate shopping, purchasing, and distribution activities effectively and efficiently. High e-service quality provided will affect positive relationship the ease of use of the app that which lead to intention to reuse the application. In this study, repurchase intention to use E-wallet (ShopeePay) is the dependent variable.
The data collection method in this research are questionnaire, primary data that collected based on the results of respondents' answers by filling out a questionnaire, documentation, and the secondary data refers to documentation in which the data or the information has been created and collected by another researcher. The secondary data is accessible on public information such as journals website, government websites, and books. In this research, the secondary data was collected from online journals, the official website, online statics, and books.
In this study, the measurement scale used is the Likert scale. Likert scale is used to measure attitudes, opinions and perceptions of people or groups of people about social
4 phenomena. With a Likert scale, the variables
to be measured are translated into variable indicators. The variable indicator is then used as a starting point for arranging instrument items, which can be statements or questions.
The Likert scale uses five levels of answers from very positive to very negative, which can be in the form of statements or questions given a score scale of 1-5.
The data in this research was processed using multiple regression analysis using the SPSS Version 25. The study instrument test consisted of validity and reliability tests.
Through these tests, it is expected that the data collected are valid and reliable. The classical assumption test in this research are normality test, heteroscedasticity test, and multicollinearity test. This study used multiple linear analysis. In this study, the unit used is consumer perception, so it needs to be equated with the standardized beta so that there are no constants (Ghozali, 2016). Based on these reasons, the multiple linear regression equation
used in this study is as
follows:
Y= a β1X1+ β2X2 e Description:
Y = Repurchase Intention variable a = Y Constanta
X1 = E-service Quality variable X2 = Customer Satisfaction variable
β1 = E-service Quality regression coefficient β2 = Customer Satisfaction regression coefficient
e = standard error
RESULT AND DISCUSSION
General Description of Research Object Shopee is an application that is engaged in online buying and selling and can be accessed easily through smartphone.
Shopee comes in the form of an application that makes it easy for users to shop online without having to bother using a computer device. However, just by using a smartphone,
Shopee will offer a wide variety of fashion products and other daily needs.
Shopee participated in enlivening the Indonesian market at the end of May 2015 and began operating in June 2015. Shopee is a subsidiary of Garena based in Singapore. The increasing penetration of gadget users has made PT Shopee Internasional Indonesia see new opportunities in the world of e-commerce.
Now, Shopee has spread to various countries in Southeast Asia, such as Singapore, Malaysia, Vietnam, Thailand, the Philippines, and Indonesia.
Not only buyers, Shopee also facilitate the sellers to market their merchandise easily and equip buyers with secure payment processes and integrated logistics arrangements. Currently, there are more than ten million downloaders who have subscribed to Shopee.
Now at least a hundred people have joined as employees at Shopee Indonesia. Furthermore, the headquartered is at Wisma 77 Slipi, West Jakarta. The main target market is targeting young people who use more gadgets, especially in choosing goods without being complicated.
The success of Shopee's business is because the company has consistently focused its business on providing an easy-touse mobile shopping experience. To support the application, Shopee has offered various product categories and 26 categories available such as fashion and household items. In assisting in expanding its business opportunities, Shopee issues ShopeePay.
ShopeePay is a wallet and electronic money service feature that functions as a payment method and to store refunds from Shopee e-commerce and can be used as a payment method for online transactions, also offline transaction payments at ShopeePay merchants.
Characteristics of Respondents Description 1. Characteristics of Respondents Based on
Gender
The number of female respondents was 69 respondents or 69% and 31 respondents
5 were male or 31%. It is in accordance with
a survey conducted by the Pusat Data dan Analisa Tempo (PDAT), which proves that users of Shopee are mostly women because Shopee is superior on women's products such as cosmetics to family equipment (Tempo, 2019).
Table 1. Characteristics of Respondents Based on Gender
No. Gender Total Percentage (%)
1. Woman 69 69
2. Man 31 31
Total 100 100
Source: Primary Processed Data, 2021
2. Characteristics of Respondents Based on Age
The majority of respondents are aged between 17-24 years, amounting to 82 people or 82% of the total respondents and a minority, namely respondents aged 33-40 years as many as 3 people or 3% of the total respondents. It proves that the dominant age who uses ShopeePay is mostly relatively young because they can easily adapt to the development of digital needs.
Table 2. Characteristics of Respondents Based on Age
No. Age Total Percentage (%) 1. 17-24 years
old
82 82
2. 25-32 years old
15 15
3. 33-40 years old
3 3
Total 100 100
Source: Primary Processed Data, 2021
3. Characteristics of Respondents Based on Last Education
The majority of respondents who have the latest education of S1 are 58 people or 58%
of all respondents, and a minority are respondents with the latest S2 and S3 education, namely 1 person each or 1% of the
total respondents. The above research data proves that the respondent's latest educational background is capable and sufficient to provide the required information.
4. Characteristics of Respondents Based on Occupation
The majority of respondents who work as civil servants/private employees are 50 people or 50% and the minority are respondents who work as freelancers, namely 1 person or 1% of the total respondents. It shows that ShopeePay can be used by everyone, especially because of its easy accessibility
5. Characteristics of Respondents Based on Income/Allowance Per Month
The frequency of respondents based on monthly income and allowance. From the data above, it can be seen that the majority of respondents have an income of more than Rp5,000,000 with a total of 31 people or 31%
of all respondents. Moreover, the minorities are respondents with an income of less than Rp1,000,000, namely 17 people or 17% of the total respondents. It shows that the respondent's income/allowance per month can be said to be qualified to support shopping activities through ShopeePay
6. Characteristics of Respondents Based on Outcome Per Month
The frequency of respondents based on monthly expenditures. From the data above, it can be seen that the majority of respondents are vulnerable to spend between Rp1,000,001, - Rp3,000,000, totaling 45 people or 45% of all respondents. Moreover, the minorities are respondents with expenses of more than Rp5,000,000, namely 6 people or 6 % of all respondents. It shows that the respondent's expenditure per month can be said to be
6 qualified to support shopping activities
through ShopeePay.
7. Characteristics of Respondents Based on Source Information of ShopeePay
The frequency of source information about ShopeePay. From the data above, it can be seen that the majority of respondents know ShopeePay from social media, with a number of 38 people or 38%. Moreover, the minorities are respondents who get information related to
ShopeePay through
friends' recommendations and the respondents' minimum knowledge through their own research with the number of each, namely 19 people or 19% of all respondents. The following shows that the most influential source of information is social media.
8. Characteristics of Respondents Based on Social Media that Provide Information of ShopeePay
The frequency of respondents from social media that provide information about ShopeePay. From the data above, it can be seen that the majority of respondents know ShopeePay from Instagram, with as many as 93 people or 93%. Moreover, least number of respondents know through Tiktok and Twitter with only 1 person or 1% each. The following shows that the most influential source of information comes from social media, especially Instagram.
9. Characteristics of Respondents Based on Quantity of Use of ShopeePay in a Month
The majority of respondents made transactions using ShopeePay less than two times a month with a total of 42 people or 42%.
Moreover, least number of respondents made transactions more than five times a month with a total of 18 people or 18%. It shows that the intensity of using ShopeePay in a month is not too much and according to user needs.
10. Characteristics of Respondents Based on Promo by Shopee Pay
The majority of respondents were affected by the Free Delivery offered by ShopeePay with a total of 62 people or 62%.
Moreover, least number of respondents are affected by promo, with only 1 person or 1%
of the total respondents. It shows that the majority of ShopeePay usage is based on the Free Delivery promo offered by Shopee.
Descriptive Analytics 1. Fulfillment (X1)
Based on the statement items from the questionnaire regarding fulfillment (X1) given to respondents, this variable is interpreted in the form of 5 statement items. The results of the calculation of the average fulfillment variable of 4.27. The average value shows that the fulfillment variable has a good assessment category. Based on the results above, it can be concluded that the respondents are fulfilled with the quality of ShopeePay service.
2. Customer Service (X2)
Based on the statement items from the questionnaire regarding Customer Service (X2) given to respondents, this variable is interpreted in the form of 4 statement items. The results of the average calculation of the Customer Service variable of 4.19. The average value indicates that the Customer Service variable has a good assessment category.
Based on the results above, it can be concluded that the respondents are satisfied with the quality of ShopeePay customer service ability.
3. Security & Privacy (X3)
Based on the statement items from the questionnaire on Security and Privacy (X3) given to respondents, this variable is interpreted in the form of 6 statement items.
The average calculation of the Security and Privacy variable is 4.22. The average value indicates that the Security and Privacy
7 variables have a good assessment category.
Based on the results above, it can be concluded that respondents feel safe with the security and privacy provided by ShopeePay.
4. Application Design (X4)
Based on the statement items from the questionnaire regarding Application Design (X4) given to respondents, this variable is interpreted in the form of 7 statement items.
The calculation of the average of the Application Design variable is 4.01. The average value indicates that the Application Design variable has a good assessment category. Based on the results above, it can be concluded that respondents feel the application design offered by ShopeePay is easy to understand and good to look at.
5. Customer Satisfaction (X5)
Based on the statement items from the questionnaire regarding Customer Satisfaction (X5) given to respondents, this variable is interpreted in the form of 8 statement items.
The calculation of the average of the Customer Satisfaction variable of 4.08. The average value indicates that the Customer Satisfaction variable has a good assessment category. Based on the results of the data, it can be concluded that the respondents are satisfied with the whole ShopeePay application.
6. Repurchase Intention (Y)
Based on the statement items from the questionnaire regarding rerepurchase intention (Y) given to respondents, this variable is interpreted in the form of 15 statement items.
The calculation of the average repurchase intention variable is 4.24. The average value indicates that the repurchase intention variable has a good assessment category. Based on the results above, it can be concluded that the respondent has a desire to repurchase.
Data Analysis
1. Research Instrument Test 1.2 Validity Test
The validity test is done by comparing the value of rcount with rtable for the degree of freedom (df = n-2). In this case, n is the number of samples in this study, namely (n) = 100. The magnitude of df can be calculated as 100-2 = 198, with a df of 198 and alpha = 0.05, the r table obtained is 0.1654. If r count> r table (0.1654), then the questions in the questionnaire can be said to be valid, and vice versa. The r count value for all the questionnaire questions is greater than the rtable value, and the sig value is less than 0.05. It can be concluded that all questions in the questionnaire are valid.
1.2 Reliability Test
Reliability is a measure that shows the consistency of measuring instruments in measuring the same symptoms on other occasions. Reliability concerns the accuracy of measuring instruments. A measuring instrument is said to have high reliability or can be trusted if the measuring instrument is steady. In this study, the reliability test used the SPSS program using the Cronbach's Alpha method. Then the results of data processing with reliability tests can be seen in the table below:
Table 3. Reliability Test Reliability Statistics Cronbach's
Alpha
N of Items
.975 46
Source: Primary Processed Data, 2021 Reliability test is used to test whether the instrument used is reliable. The instrument can be said to be realistic if there is data similarity at different times. The instrument can be said to be reliable if the Cronbach's Alpha value is>
0.60. In Table 4.19 above, it can be seen that the Cronbach's Alpha value is 0.975, which is greater than the existing standard of 0.60. So, it can be concluded that this instrument is reliable and usable.
8 2. Classical Assumption Test
2.1 Normality Test
Based on the SPSS output, it is known that the significance value of Asymp.sig (2- tailed) is 0.083, greater than 0.05. So in accordance with the basis of decision making in the Kolmogorov-Smirnov normality test above, it can be concluded that the data is normally distributed. Thus, the assumptions or normality requirements in the regression model have been met.
2.2 Heteroscedasticity Test
The results of data processing using the heteroscedasticity test can be seen in the image below:
Figure 1. Heteroscedasticity Test
Source: Primary Processed Data, 2021 Based on Figure 4.1 the Scatterplots output above, it is known that:
a. The data points spread above and below or around the 0.
b. The dots do not converge just above or below.
c. The distribution of data points does not form a wavy pattern that widens, then narrows and widened again.
d. The distribution of data points is not patterned.
Thus, we can conclude that there is no problem with heteroscedasticity until a good and ideal regression model can be fulfilled.
2.1 Multicollinearity Test
Multicollinearity can be seen by looking at the Tolerance and Variance Inflation Factor (VIF). Tolerance measures the variability of the selected independent variable, which cannot be explained by other independent
variables. The value that is commonly used to indicate the presence of multicollinearity is a tolerance value <0.10 or equal to the VIF value> 10. If the VIF value is> 10, then there is a multicollinearity problem. Conversely, if VIF <10, there will be no multicollinearity.
The test results show that the overall tolerance value is> 0.1 or the VIF value <10. It can be concluded that there is no multicollinearity between the independent variables. From the test results, it can be concluded that there is no multicollinearity between the independent variables. Thus, the assumption test for the absence of multicollinearity can be fulfilled.
3. Multiple Regression Linear Test 3.1 t Test
Based on the research, it can be seen that each variable has a different value (Sig.) So that it can be concluded that:
a. Variable X1 (Fulfillment) with the value of Sig. equal to 0.002 <α 0.05 and t count of 3.208, which is greater than t table (1.660).
b. Variable X2 (Customer Service) with a value of Sig. equal to 0.000 <α 0.05 t count of 3.775, which is greater than t table (1.660).
c. Variable X3 (Security and Privacy) with the value of Sig. equal to 0.001 <α 0.05 t count of 3.533, which is greater than t table (1.660).
d. Variable X4 (Application Design) with a Sig. equal to 0.042 <α 0.05 t count of 2.064, which is greater than t table (1.660).
e. Variable X5 (Customer Satisfaction) with a value of Sig. equal to 0.042 <α 0.05 t count of 2.419, which is greater than t table (1.660).
3.2 F Test
Based on the research, it can be seen that the Sig. equal to 0.000 <α 0.05. So it can be concluded that there is a simultaneous influence of the independent variables X1, X2, X3, X4, and X5 on the dependent variable Y
9 (Repurchase Intention) simultaneously, which
means that the regression function is also appropriate.
3.3 Coefficient of Determination Test (R2) Based on the research, it can be seen that the coefficient of etermination or R Square is 0.844. It means that the variables X1 (Fulfillment), 2 (Customer Service), X3 (Security and Privacy), X4 (Application Design), and 5 (Customer Satisfaction) simultaneously affect the Repurchase ntention (Y) ariable by 84.4%. At the same time, the rest (100% - 84.4% = 15.6%) is influenced y other variables outside this regression equation or variables that are not researched.
3.4 Multiple Regression Analysis
Based on the research, it can be seen in the Standardized Coefficients column. It can be calculated for the multiple linear regression equation that is equal to:
Y = 0.199X1 + 0.286X2 + 0.228X3 + 0.156X4 + 0.185X5
Based on the multiple linear regression equation above, it can be concluded as follows:
a. The coefficient is positive, meaning that there is a positive relationship between Fulfillment and Repurchase Intention. The more X1 increases, the more Y increases.
b. The coefficient is positive, meaning that there is a positive relationship between Customer Service and Repurchase
Intention. The more X2
increases, the more Y increases.
c. The coefficient is positive, meaning that there is a positive relationship between Security & Privacy and Repurchase Intention. The more X3 increases, the more Y increases.
d. The coefficient is positive, meaning that there is a positive relationship between Application Design and Repurchase Intention. The more X4 increases, the more Y increases.
e. The coefficient is positive, meaning that there is a positive relationship between Customer Satisfaction and Repurchase Intention. The more X5 increases, the more Y increases.
Discussion
1. The Influence of Fulfillment Towards ShopeePay Repurchase Intention
Based on the research, the Fulfillment variable has a significant influence on Repurchase Intention. These results provide evidence to support previous research conducted by Xu et al. (2017), Retno (2019), Rita et al. (2019), and Fiona (2020).
The results of the analysis conclude that the influence of Fulfillment on Repurchase intention is positive and significant. This condition illustrates that the faster, more accurate, and according to the transaction services offered by ShopeePay, the higher the repurchase intention of its users. Fulfillment is considered important because it acts as a parameter of whether the needs desired by consumers can be achieved properly. It is in accordance with the diffusion theory of innovation, which is described as a condition in which members of a good social system are able to accept the process of an innovation that is communicated through certain means properly and thoroughly (Serah, 2014).
2. The Influence of Customer Service Towards ShopeePay Repurchase Intention
The results of the analysis conclude that the influence of Customer Service on Repurchase intention is positive and significant. This condition illustrates that the more convenient the service and solution to consumer problems offered by ShopeePay, the higher the repurchase intention of its users.
Customer Service is considered important because consumers want not to encounter obstacles in using the ShopeePay application.
10 Customer Service is considered an important
activity because it is intended or intended to provide satisfaction through satisfying services provided by someone. The services provided include receiving complaints/problems that are being faced with building customer relations in building public opinion in order to create customer trust and a positive image of the company (Iriantara, 2004).
3. The Influence of Security & Privacy Towards ShopeePay Repurchase Intention
The results of the analysis conclude that the influence of Security & Privacy on Repurchase Intention is positive and significant. This condition illustrates that the more secure and tighter the privacy data protection of ShopeePay users, the higher the repurchase intention of its users. Security &
Privacy is considered important because consumers have the right to have protection for privacy, security, and convenience of transacting online through ShopeePay. Shopee should be aware of the security & privacy that they provide in ShopeePay because online consumers are keenly aware of their need for privacy/security (Grewal et al., 2003).
Information security describes efforts to protect computers and non-computer equipment, facilities, data, and information from misuse by irresponsible people.
Information security is intended to achieve confidentiality, availability, and integrity in information resources within a company.
4. The Influence of Application Design Towards ShopeePay Repurchase Intention
The results of the analysis conclude that the influence of Application Design on Repurchase intention is positive and significant. This condition illustrates that the easier and better the ShopeePay application looks to be accessed, the higher the repurchase intention of its users. Application Design is
considered important because of the User Interface (UI) and User Experience (UX) because it affects the comfort and convenience of consumers in making transactions using ShopeePay.
The UI is the process of making a display or display on a computer device or software that focuses on a design that aims to spoil the eyes of its users. UI is one of the main things to increase traffic on the website or increase the number of downloads in the application. UI can be a determining factor in whether visitors are interested in using an application. If visitors are happy with the UI, surely they will come back again to explore the application. Not only the overall appearance, but also details that affect the experience of visitors using the application (Glints, 2020).
5. The Influence of Customer Satisfaction Towards ShopeePay Repurchase Intention
The results of the analysis conclude that the influence of Customer Service on Repurchase intention is positive and significant. This condition illustrates that the more users' expectations are met for the features offered by ShopeePay, the higher the repurchase intention of its users. Customer Satisfaction is considered important because it is the overall satisfaction from using the ShopeePay application.
Based on DDTC (2019), payment of state revenues through the e-commerce marketplace platform is estimated to reach IDR 100 trillion this year. This is supported by data from the Ministry of Finance, the realization of tax payments through e-commerce in 2019 was recorded at Rp68.35 billion. The payment value was collected from around 26,903 transactions. Online transaction activities that are currently experiencing a surge, one of which is Shopee as an e-commerce with the number of application visitors per month as many as 96 million users and popular applications on the App Store and Play Store
11 (IPrice, 2020). It was stated that Shopee
managed to occupy the first position with the number of monthly web visitors of 96 million users. Shopee's achievements can be seen from recorded transaction activities, many users, and various features such as Shopee Pay, which are indicators that show customer satisfaction of Shopee users.
CONCLUSION
This study was conducted to find out the variables that influence each other. In this study, the variables used were Fulfillment, Customer Service, Security & Privacy, Application Design, Customer Satisfaction, and Repurchase Intention. Based on the calculation of multiple linear regression analysis, it can be concluded that of the five established hypotheses, all have significant influence.
Based on the problems that have been formulated, the results of the analysis and hypothesis testing that have been carried out in the previous chapter, the study concluded that:
1. The results of hypothesis testing that have been conducted show that the faster, more accurate, and appropriate the transaction services offered by ShopeePay, the higher the repurchase intention of its users.
2. The results of hypothesis testing that have been conducted show that the more comfortable the services offered by ShopeePay, the higher the repurchase intention of its users.
3. The results of hypothesis testing that have been carried out show that the more secure and tighter the privacy data preservation of ShopeePay users is, the higher the repurchase intention of its users.
4. The results of hypothesis testing that have been carried out show that the easier the ShopeePay application is to be accessed, the higher the repurchase intention of its users.
5. The results of hypothesis testing that have been conducted show that the more fulfilled the user's expectations of the features offered by ShopeePay, the higher the repurchase intention of its users.
RECOMMENDATION
Based on the above conclusions, several suggestions can be made which are expected to benefit the company and other parties. As for the recommendations given, among others:
1. The company should maintain and increase the Fulfillment variable. What might be improved is the addition of the usability of ShopeePay so that the coverage of payments that can be made by consumers can be used in various places and needs.
2. The company should maintain and increase the Customer Service variable. What might be improved is prioritizing services provided to consumers, such as providing a guarantee for the services provided, which can be written in KYC (Know Your Customer) from ShopeePay.
3. The company should maintain and increase the Security & Privacy variable. What might be improved is information disclosure regarding users' personal data usage. It can be explained openly by ShopeePay by writing a written statement in the License &
Agreement so that consumers understand that ShopeePay will not misuse consumers' personal data.
4. The company should maintain and increase the Application Design variable. What might be improved is newness following consumer tastes and the times so that the ShopeePay application design is able to create a good user experience.
5. The free variables in this study are important in influencing purchase intention, it is expected that the results of this study can be used as a reference for further researchers to develop their research by considering other variables beyond the variables that already included in this study.
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