Bombing, Charles (2024) Pengaruh User Generated Content (UGC) dan Online Customer Rating terhadap Minat Beli Ulang Produk Melalui Kepuasan Mahasiswa FEB Universitas Merdeka Malang pada E-Commerce Shopee. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The rapid growth of internet technology is changing consumer behavior, from direct purchases to physical stores to online purchases through e-commerce such as Shopee. Although many use e-commerce, some are still hesitant because they are worried about fraud and product mismatch with consumer expectations. This study aims to see the influence ofuser generated content (UGC) and online customer rating on product repurchase interest through satisfaction on Shopee e-commerce. The population in this study was active students of FEB Universitas Merdeka Malang, who were selected by purposive sampling method, sothat the total sample was 96 respondents. This research is a quantitative research by testing hypotheses. Hypothesis testing using a simple linear regression test with the help of IBM SPSS 25 and a sobel test using a calculation sobel test. The results of this study show that: 1) user generated content (UGC) affects satisfaction. 2) Online customer rating has no effect on satisfaction. 3) user generated content (UGC) influences repurchase interest. 4) Online customer rating has no effect on repurchase interest. 5) Satisfaction affects repurchase interest. 6) user generated content (UGC) influences repurchase interest through satisfaction.7) Online customer rating affects repurchase interest through satisfaction.

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