source: Zenodo (CERN European Organization for Nuclear Research)
Abstract
The primary objective of this study is to analyze the impact of website quality and Google Ads on repurchase interest in Bukalapak, with e-trust serving as a mediating variable. The sample consists of 105 Bukalapak users aged 17 and above who have made purchase transactions. The findings reveal that website quality does not significantly influence e-trust or repurchase interest, whereas Google Ads positively affect both e-trust and repurchase interest. Additionally, e-trust mediates the relationship between website qualities, Google Ads, and repurchase interest. This study offers managerial insights for online shopping platforms to enhance consumer retention strategies.
Concepts :
Technology Adoption and User Behaviour
Generational Differences and Trends
Impact of AI and Big Data on Business and Society
article
cite 0
Year 2024
source Zenodo (CERN European Organization for Nuclear Research)
SDGs
Industry, innovation and infrastructure
Citations by Year
| Year | Count |
|---|---|
| 2024 | 0 |