THE EFFECT OF USER EXPERIENCE TO REPURCHASE INTENTION IN SHOPEE MOBILE APPLICATION

• Main Author: Yusep Adestasari, Pipin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61073
• Institution: Institut Teknologi Bandung

The technology era encouraged the use of mobile applications to become part of the daily lives of Indonesian people. Currently, online shopping through mobile commerce using mobile devices such as smartphones or tablets is becoming a new trend and lifestyle. Shopee is the largest e-commerce company in Taiwan and Southeast Asia with a focus on mobile application base. In the second quarter of 2020 Shopee became the e-commerce with the most clicks in Indonesia. As the first position, it is very important for Shopee to maintain customer satisfaction in order to make repeat purchases. User Experience (UX) is an inseparable part of mobile applications because it has a role as an intermediary between software and users. Frank Guo said that User Experience (UX) consists of 4 element dimensions that are used as independent variables in this research: Value, Adoptability, Desirability, and Usability (VADU). Consumer satisfaction is very important because it can determine the next consumer action. If the consumer is satisfied, the next action could be to repurchase. Based on the rating scores on the Apple Store and Play store compared to the top 4 m-commerce in Indonesia, Shopee's position is third, which shows that other mobile commerce users have a higher level of satisfaction than Shopee. Supported by data from Shopee user reviews on Twitter and feedback on the Play Store, there are some Shopee users who decide not to reuse and move to other m-commerce. Repurchase is very important for companies because it will be cheaper and easier to retain customers than to find new customers. Therefore, this research aims to determine the relationship of User Experience (UX) on the Shopee mobile application on consumer satisfaction and consumer satisfaction to repurchase intention. This research uses quantitative methods by collecting data through online questionnaires. Determination of sampling using purposive sampling method and get a sample of 411 respondents. The respondent's criteria are people who have used the Shopee mobile application and are domiciled in Bandung city. Then data processing using SmartPLS and analysis method using descriptive analysis and PLS-SEM. The results of this research indicate that Adoptability, Desirability and Usability on the Shopee mobile application have a significant effect on repurchase intention. While the Value shows has a no significant effect on repurchase intention. Based on the results of the analysis, it can be concluded that User Experience (UX) at Shopee is one of the important factors that must be considered to maintain and increase the number of repurchases intention. And it can be used as a reference for IT Developers and marketing strategies of Shopee to improve and increase the quality of User Experience (UX).