The Analysis Of Repurchase Intention In Online Transaction Of A Marketplace Shopee (A Case Study: Customers Of Fashion Products In Indonesia)

Putri, Ni Komang Amanda Kartika (2023) The Analysis Of Repurchase Intention In Online Transaction Of A Marketplace Shopee (A Case Study: Customers Of Fashion Products In Indonesia). The Analysis of Repurchase Intention in Online Transaction of a Marketplace, Shopee (A Case Study: Customers of Fashion Products in Indonesia), 23 (10). pp. 1-10. ISSN 2456-639X

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Abstract

This study aims to examine the insight of e-service quality, engagement, and e-trust to repurchase intention in online transaction of a marketplace Shopee. The emergence of shopping online promotes the development of a marketplace in Indonesia. Shopee is one of the biggest marketplaces which always develops its features to increase its customer satisfaction, keeping in mind that many competitors are offering similar services. In this case, this study aims to examine the impact of three variables; e-service quality, engagement, and e-trust to the repurchase intention of the customers. The category of this research is a quantitative by using survey method with criteria consumers who have ever purchased online in the Shopee, which lived in the several cities in Indonesia, such as Medan, Jakarta, Bandung, Bandung, etc. There are 271 respondents examined in this research. The data were analysed using Structural Equation Modelling (SEM) with supporting software AMOS 26. The sampling method uses a non-probability method by applying a purposive sampling technique to identify customers with certain criteria. The result obtained that the quality of e-service influence the engagement, the quality of e-service also influence the e-trust, engagement influence the e-trust, engagement influence the repurchase intention, and e-trust influence the repurchase intention. However, all the variable; e-service, engagement, and e-trust influence the repurchase intention of customer in online transaction of marketplace.

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