PERAN SIKAP DALAM MEMEDIASI PENGARUH PERSEPSI MANFAAT DAN PERSEPSI KEMUDAHAN TERHADAP NIAT PEMBELIAN ULANG

This study aims to explain the effect of perceived usefulness and perceived ease of use on attitude and repurchase intention, and to explain the role of attitude in mediating the effect of perceived usefulness and perceived ease of use on the intention to repurchase fashion products through Instagram. This research was conducted in the province of Bali with a sample of 140 respondents who had bought fashion products through Instagram. The data of this study were collected using a questionnaire distributed through google form and measured using a Likert scale. The research data was analyzed using PLS-based Structural Equation Modeling (SEM). The results showed that perceived usefulness had a positive and significant effect on attitude and repurchase intention. In addition, perceived ease of use has a positive and significant effect on attitude and repurchase intention, and attitude function as a mediator between perceived usefulness and perceived ease of use towards repurchase intention for fashion products through Instagram. Keywords: perceived usefulness, perceived ease of use, attitude, repurchase intention