The Effect of Website Quality and Perceived Risk on Repurchase Intention Mediated by Trust on Lazada Consumer

Abstract

: Technological advance is a special concern for business people and the community. Over time, technology has taken over most of human activities. Technological changes also indirectly change market conditions in Indonesia. Markets that were previously offline-oriented, which allowed consumers to meet sellers face-to-face, are now starting to turn into an online market. This study aims to analyze the effect of website quality and perceived risk on repurchase intention mediated by trust. Consumers who have bought products from Lazada are the population in this study. The sampling technique is carried out using purposive sampling method with 230 respondents. The analysis technique used is Partial Least Square. The results of the analysis show that website quality has a positive and significant effect on trust and repurchase intention. Perceived risk has a negative and significant effect on trust and repurchase intention. Trust has a positive and significant effect on repurchase intention. Trust significantly mediates the effect of website quality on repurchase intention. Trust significantly mediates the effect of perceived risk on repurchase intention. Trust acts as a partial mediation variable. concluded that quality has a positive and significant effect on repurchase intention. The results show that risk had a negative and significant effect on repurchase intention, it means that the smaller the level of perceived risk perceived by consumers when buying at Lazada, the higher the level of consumer repurchase intention. The results of this study are in accordance with the statement of Liang et al. (2017) repurchase intention can be increased by reducing the level of perceived risk felt by consumers so that consumer interest in repurchasing the product will be higher. The risk that consumers feel when buying products on Lazada will affect consumers' perceptions of Lazada to make the next purchase decision. If the risk perceived by consumers is low when buying products at Lazada, then consumers will tend to repurchase the product. The results of this study support previous research conducted by Liang et al. (2017), Cho et al. (2014), Tho et al. (2017), Fikri et al. (2019) which concluded that perceived risk has a negative and significant effect on repurchase intention.