Pengaruh Keamanan Transaksi, Kemudahan Aplikasi, dan Kualitas Informasi terhadap Pembelian Berulang Tokopedia pada Kalangan Mahasiswa
Keywords:
Transaction Security, Application Ease of Use, Information Quality, Repeat Purchase Decision, Tokopedia.Abstract
This study examines the influence of transaction security, application ease of use, and information quality on repeat purchase decisions on the Tokopedia e-commerce platform among university students in Lamongan Regency. It addresses a gap in prior studies, which have mostly examined purchase intention or platform-adoption decisions rather than repeat purchase behavior among student consumers in a specific regional context. A quantitative correlational approach was employed, with data collected from 100 respondents determined through purposive sampling among active students of Universitas Islam Darul ‘Ulum Lamongan, Universitas Islam Lamongan, and Universitas Muhammadiyah Lamongan who had purchased on Tokopedia at least twice. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²) with SPSS. The results show that transaction security has a positive and significant partial effect on repeat purchase decisions (t = 2.107; sig. = 0.038), followed by application ease of use (t = 4.787; sig. = 0.000) and information quality (t = 9.866; sig. = 0.000), with information quality being the most dominant predictor. Simultaneously, the three variables significantly affect repeat purchase decisions (F = 112.438; sig. = 0.000), with an R² of 0.778, indicating that 77.8% of the variance in repeat purchase decisions is explained by the model. These findings suggest that Tokopedia should continue strengthening transaction security, improving application usability, and ensuring accurate and complete product information to sustain student customers' repeat purchase behavior.
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