THE INFLUENCE OF EWOM, PRICING, PRIOR EXPERIENCE, WEBSITE REPUTATION, AND WEBSITE USABILITY TOWARDS E-COMMERCE REPURCHASE INTENTION: A CASE STUDY OF BLANJA.COM

• Main Author: Shafira Yusuf, Sandra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41067
• Institution: Institut Teknologi Bandung

If the repurchase intention is high, it will help the company sustain and compete with their competitors. Consumers who purchased from the same company have a tendency to become loyal customers and provide a boost to the success of the company in the future by increasing the percentage of sales. Moreover, by maintaining the existing customers are more profitable than seeking new customers. The company will sustain and ready to compete with other competitors if their repurchase intention is high. There are many factors that can affect repurchase intention and this study aims to determine the relationship between several factors, which are electronic word-of-mouth (eWOM), pricing, prior experience, website reputation, and website usability, with consumers’ repurchase intention of E-Commerce from Indonesia, particularly BLANJA.com as the object of this research. In this study, the researcher uses a quantitative method to gather the data. A total of 434 sets questionnaires was successfully collected. Primary data, such as questionnaire and secondary data were used to provide reliable data for the research. The results for descriptive analysis, reliability test, classical assumption and multi linear regression analysis was obtained through the IBM SPSS version 23.0 to produce useful information to be interpreted. Finally, the recommendations for the future studies was discussed in the last chapter of this research. At the end of this research, it was found that a positive relationship exists between eWOM, pricing, prior experience, and website usability with consumers repurchase intention of BLANJA.com. Website reputation is not significantly affect repurchase intention of BLANJA.com. It is hoped that the findings will provide some useful insight to BLANJA.com to improve their service to meet consumers’ need and want. It is important for a business to understand its consumers so that the right retention strategy is employed to retain existing consumers. It is hoped that other E-Commerce may also benefit from this research by learning the key success elements from BLANJA.com to improvise their business.