Pengaruh Kemudahan Pengguna dan Cashback terhadap Minat Beli Ulang Mahasiswa di Marketplace Lazada

Bayu Teta; Selvina Mariana Sitinjak; Jesica  Theresia Purba2; Tiurlan Br manullang

doi:10.59603/ppiman.v3i3.912

Authors

Bayu Teta Sekolah Tinggi Ilmu Ekomoi IBMI Medan
Selvina Mariana Sitinjak Sekolah Tinggi Ilmu Ekomoi IBMI Medan
Jesica Theresia Purba2 Sekolah Tinggi Ilmu Ekomoi IBMI Medan
Tiurlan Br manullang Sekolah Tinggi Ilmu Ekomoi IBMI Medan

DOI:

https://doi.org/10.59603/ppiman.v3i3.912

Keywords:

Ease Of Use, Cashback, Repurchase Intention

Abstract

This study aims to analyze the effect of ease of use and cashback on students' repurchase intention on the Lazada marketplace. The research employs a quantitative approach with a survey method. The sample was obtained using accidental sampling, involving 55 active student users of Lazada. The instrument used a closed-ended questionnaire with a Likert scale, and both validity and reliability were tested. Data were analyzed using multiple linear regression. The results show that ease of use and cashback both have a significant partial and simultaneous effect on repurchase intention.

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