Satria, Irhan (2024) THE EFFECT OF E-TRUST AND PERCEIVED VALUE ON REPURCHASE INTENTION OF ALFAGIFT APPLICATION USERS IN SEMARANG CITY. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The e-retail industry plays an important role in meeting consumer needs quickly and
efficiently through digital platforms. Alfagift, under PT Sumber Alfaria Trijaya, Tbk,
is an innovative retail service that offers easy online shopping with competitive
products and reliable delivery services.

This study aims to analyze the effect of e-trust and perceived value on repurchase
intention of Alfagift users in Semarang City. Using a quantitative approach with an
explanatory type, a sample of 100 respondents was selected using a purposive sampling
method. Data were analyzed using SPSS 25 through validity, reliability, correlation
coefficient, coefficient of determination, and simple and multiple linear regression
analysis. The t and F tests were used to see the significance of the influence of the
variables.

The results of this study indicate that the e-trust and perceived value variables have a
positive and significant influence on the repurchase intention of Alfagift application
users in Semarang City. Users who have a high level of trust in the application and
perceive significant value from its use tend to have a greater intention to make repeat
purchases. Regression analysis shows that both e-trust and perceived value contribute
significantly in influencing repurchase intention, with the coefficient of determination
explaining most of the variability in repurchase intention. These results confirm the
importance of trust and perceived value as key factors in maintaining user loyalty.

Based on the research results, it is recommended that PT Sumber Alfaria Trijaya, Tbk as the manager of the Alfagift application continue to improve aspects of user trust (etrust) and perceived
value.
Steps such as increasing transaction security, information transparency, and product and service quality can strengthen user trust. In addition, marketing strategies that focus on offering added value through promotions and easeof use of the application are expected to improve user experience. Thus, it is expected
that Alfagift can maintain and increase user loyalty through strengthening these two
aspects.

Keywords: e-trust, perceived value, repurchase intention
144 bisnis 2024

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