FACTORS INFLUENCING CUSTOMER REPURCHASE INTENTION TOWARDS ONLINE PRODUCT IN ONLINE SHOPPING WEBSITE (B2C E-COMMERCE)

• Main Author: Galuh Pratiwi, Anastasia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49653
• Institution: Institut Teknologi Bandung

E-commerce business has increased year by year in Indonesia align with B2C E-commerce that predicted to increase in the next 10 years. This condition could create an opportunity that has to be developed by the e-commerce players, especially B2C E-commerce to become successful business by retaining customers. However, B2C E-commerce visitors are still low compared to C2C E-commerce that currently has the highest total number of visitors in Indonesia. This condition can also affect the B2C E-commerce sales which predicted to decrease until 2022. In addition, only a few online retailers can guarantee their customers to completely satisfy with online shopping experience which can affect customer intention to repurchase as well. The purpose of this research are to determine the factors influencing customer repurchase intention, to determine the effect of customer satisfaction towards repurchase intention, and to determine the factor that has biggest influence on customer repurchase intention in online shopping website (B2C E-commerce). The data of this research obtained through in-depth interview to 11 informants and online survey questionnaire that distributed to 400 respondents who live in Java, aged 15-44 years old, and have been repurchase in B2C E-commerce. The data that has been collected analyzed by using manual coding and PLS-SEM. The result shows that price, product quality, sales promotion, and customer satisfaction are significantly influence online repurchase intention. Furthermore, product quality is the factor that has biggest influence among others independent variables towards online repurchase intention. This research also shows that price, product quality, and sales promotion has significant influence towards online repurchase intention through customer satisfaction. Therefore, satisfaction is an important key to be considered by B2C E-commerce because it can encourage customer’s intention to repurchase in the website itself.