Determinan repurchase intention dalam belanja online

Pribanus Wantara, S Anugrahini Irawati


Abstract. The purpose of this study is to identify online repurchase intentions among Indonesian consumers, especially student consumers, with a special focus on the effects of e-satisfaction, e-trust and e-loyalty. As there is limited research explaining online repurchase intentions in developing countries, this study was conducted in Indonesia. An empirical study was conducted using a questionnaire survey and a total of 290 respondents were used to test the proposed model. The results showed that e-satisfaction, e-trust and e-loyalty had a positive effect on repurchase intentions at online stores. In addition, it was found that trust in online stores is the main determinant of online repurchase intentions followed by satisfied online customers and loyal to online store websites.


Keywords: E-loyalty;  E-repurchase intention; E-Satisfaction; E-Trust


Abstrak. Tujuan dari penelitian ini adalah untuk mengidentifikasi minat pembelian ulang online pada konsumen Indonesia khususnya konsumen mahasiswa dengan fokus khusus pada pengaruh e-satisfaction, e-trust dan e-loyalty. Karena ada penelitian terbatas yang menjelaskan niat pembelian ulang online di negara berkembang, penelitian ini dilakukan di Indonesia. Sebuah studi empiris telah dilakukan dengan menggunakan survei kuesioner dan total 290 responden digunakan untuk menguji model yang diusulkan. Hasil penelitian menunjukkan bahwa kepuasan, kepercayaan dan loyalitas memiliki pengaruh positif terhadap minat pembelian ulang pada toko online. Selain itu, ditemukan bahwa kepercayaan pada toko online adalah penentu utama terhadap minat pembelian ulang secara online diikuti oleh pelanggan online yang puas serta loyal terhadap situs web toko online.


Kata kunci: E-loyalty;  E-repurchase intention; E-Satisfaction; E-Trust


E-loyalty; E-repurchase intention; E-Satisfaction; E-Trust

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