PRIVACY AND SECURITY ANALYSIS OF E-COMMERCE ON CUSTOMER RE-PURCHASE INTENTION WITH TRUST AS AN INTERVENING VARIABLE

Abstract

The research objective is to determine the effect of privacy and security on e-commerce toward customer repurchase intention with trust as an intervening variable. A quantitative research method with an associative approach using primary data sources through questionnaires. The number of samples is 145 customers at Tokopedia's online shop in Medan City. The method of analysis is path analysis with SEM analysis tools with the help of AMOS version 20.0. The results showed that privacy and security had a positive and significant effect on trust and intention to repurchase Tokopedia customers in Medan City. Trust has a positive and significant effect on the intention to repurchase Tokopedia customers in Medan City. Trust mediates partially mediation of the effect of privacy and security on the repurchase intention of Tokopedia customers in Medan City.