Peran Praktik Manajemen Sumber Daya Manusia dan Kepercayaan Konsumen serta Implikasinya pada Repurchase Intention pada E-Market Place Lazada

Tony Akbar, M. Arief Setia Budi

Abstract


This study aims to analyze the influence of human resource management practices and consumer trust on repurchase intention among users of Lazada in Banda Aceh. The research focuses on how the quality of human resource management practices implemented by the company, such as customer service, responsiveness, and customer relationship management, can increase consumer trust and affect repurchase intention.The population in this study consisted of all Lazada users in Banda Aceh who had made at least one purchase transaction. The sample consisted of 96 respondents selected using a purposive sampling technique with specific criteria, namely consumers who actively use the application and have made repeat purchases. Data were collected through the distribution of online questionnaires using a Likert scale.The data analysis method used was multiple linear regression analysis with the assistance of the Statistical Package for the Social Sciences (SPSS). The tests conducted included validity testing, reliability testing, classical assumption testing, simultaneous testing (F-test), partial testing (t-test), and coefficient of determination analysis. The results of the study indicate that human resource management practices and consumer trust have a positive and significant effect on repurchase intention among Lazada users in Banda Aceh. Consumer trust was found to be the most dominant factor in increasing repurchase intention. The better the implementation of human resource management practices and the higher the level of consumer trust, the greater the likelihood that consumers will make repeat purchases on the platform.

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References


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DOI: https://doi.org/10.37598/jsi.v5i1.2703

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