The Effect of Trust on Repurchase Intention in E-Commerce: Focusing on Generation Z in Indonesia

The rapid development of the internet has made the transformation of its use increasingly diverse. The increasing number of internet users is one of the factors supporting the growth of e-commerce in Indonesia. E-commerce user initially only buy domestic products, but the development of e-commerce makes transactions possible with sellers outside Indonesia. Some e-commerce in Indonesia has opened foreign stores from outside countries to be able to sell in Indonesia. This study uses a quantitative explanatory research approach; respondents in this study were 300 generation Z by filling out a research questionnaire. Data processing using SmartPLS software. Data processing includes validity and reliability tests, structural models, the goodness of fit evaluation, and hypothesis tests. Knowledge has a significant effect on trust. Online review of trust has negative direction and website quality on trust has a positive direction. Service quality has a significant effect on trust however trust has a significant effect on repurchase intention. R-square of repurchase intention can be explained at 28.2% by variable knowledge, online reviews, website quality, and service quality. While the R-square value of the Trust variable is 0.623, which indicates that the Trust variable can be explained by 62.3% of variable knowledge, online review, website quality, service quality, and repurchase intention.