Pengaruh Gamification, Perceived Ease of Use, dan Trust terhadap Repurchase Intention pada Platform E-Commerce Shopee di Surabaya

Fenomena meningkatnya tren pembelian secara online yang terjadi dikalangan masyarakat, khususnya generasi Z, mendorong munculnya berbagai platform e-commerce yang memicu persaingan yang sangat ketat dalam membangun repurchase intention pada konsumen. Hal ini penting karena mempertahankan pelanggan dinilai lebih efektif dibandingkan terus mencari pelanggan baru. Salah satu platform e-commerce terkemuka adalah Shopee. Penelitian ini bertujuan untuk menganalisis pengaruh variabel gamification (X1), perceived ease of use (X2), dan trust (X3) terhadap repurchase intention (Y) pada platform e-commerce Shopee di Surabaya.
Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini merupakan generasi Z yang berdomosili di Surabaya dan sudah melakukan transaksi pembelian di Shopee dengan sampel sebanyak 100 responden. Pengumpulkan datanya dilakukan secara online yaitu menyebar kuesioner. Teknik pengambilan sampel menggunakan non-probability sampling. Analisis data dilakukan menggunakan SPSS versi 25 dengan metode analisis regresi linier berganda.

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The increasing trend of online purchasing among the public, particularly Generation Z, has led to the emergence of various e-commerce platforms, triggering intense competition in building consumer repurchase intention. This is crucial because retaining customers is considered more effective than continually seeking new ones. One of the leading e-commerce platforms is Shopee. This study aims to analyze the influence of gamification (X1), perceived ease of use (X2), and trust (X3) on repurchase intention (Y) on the Shopee e-commerce platform in Surabaya. This study used a quantitative approach.
This study employed a quantitative approach. The population comprised Generation Z individuals residing in Surabaya and having made purchases on Shopee, with a sample size of 100 respondents. Data collection was conducted online through questionnaires. The sampling technique used was non-probability sampling. Data analysis was performed using SPSS version 25 with multiple linear regression analysis.