PENGARUH KUALITAS PELAYANAN TERHADAP REPURCHASE INTENTION PADA E - COMMERCE

This research aims to analyze the influence of service quality on repurchase intention in e-commerce. This research uses a quantitative approach with a survey method involving 220 respondents who have actively shopped on e-commerce in the last six months. The data collection instrument is a questionnaire whose validity and reliability results have been tested. The results of simple linear regression analysis show that all dimensions of service quality have a positive and significant influence on repurchase intention and 63% of service quality influences repurchase intention in e-commerce. Improving service quality can not only attract new customers but is also very important to retain customers. existing ones, which can ultimately improve overall business performance