FACTORS AFFECTING CUSTOMER ONLINE REPURCHASE INTENTION TOWARDS E-COMMERCE C2C MARKETPLACE IN INDONESIA (CASE STUDY: BUKALAPAK)

• Main Author: Rahmayanti, Aisyah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72287
• Institution: Institut Teknologi Bandung

The Internet usage has grown rapidly over the past years in the world. In Indonesia, there are 88.1 million active Internet users and it is expected to grow in 2016. Meanwhile, Indonesia’s E-commerce market is still small and at a very early stage. However, the percentage of E-commerce share and Ecommerce sales continues to increase remarkably. The number of digital buyers in Indonesia is also increasing. As far it may concerns, factors that influence customers’ repurchase intention through Ecommerce are complicated and different from the traditional. It is important to know how to improve the customers’ continued use of E-commerce website. On the other hand, E-commerce companies are trying to not only attract the customers, but also retain the customers in this highly competitive electronic market. E-commerce companies should be aware of this situation and the opportunity to differentiate their marketing strategy. The purpose of this study is to examine the factors that affect online repurchase intention of customers in using E-commerce platform in Indonesia. Customer online repurchase intention have been examined by many prior studies, but the study towards E-commerce specifically Customer-to-Customer (C2C) Marketplace in Indonesia has not been studied. C2C Marketplace is one of the-E-commerce types that exist in Indonesia and become popular these days. The proposed hypotheses and research framework underlies in NetQual model and the extended Technology Acceptance Model (TAM), combining with two added variables that could affect repurchase intention from the previous studies. This research would like to see is there any significant positive effect between E-service quality dimensions, online customer satisfaction, and online customer loyalty, towards online repurchase intention. This research uses mixed method. The method consists of quantitative method by distributing the questionnaires to the people who have made a purchase at least once in Bukalapak. This research performed judgmental sampling technique. Data collected with the total of 476 respondents is analyzed using regression model to determine the relationship between the dependent and independent variables. It is supported by the qualitative method by conducting the interview to the Bukalapak customers. The finding of this study shows that E-service quality dimensions, online customer satisfaction, and online customer loyalty could affect the online repurchase intention. Moreover, the dimensions derived from the extended TAM model provides a useful framework for E-service quality evaluation to further encourage customers to repurchase. The result revealed that firm reputation is considered as an essential factor of E-service quality dimensions. This study gives some insight for the E-commerce player especially for Bukalapak, to deliver the right value to the targeted customers, improve the quality of their services, and retain the customers effectively.