FACTORS INFLUENCING REPURCHASE INTENTION: A STUDY OF C2C–MARKETPLACE MOBILE APPS IN INDONESIA

• Main Author: Hapsari Fajarini, Dyah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72326
• Institution: Institut Teknologi Bandung

The C2C-marketplace has become the most active segment of electronic markets today. The increasing number of smartphone users makes company keep developing mobile apps to reach and maintain the consumers. However, there are two major issues for marketplace mobile apps user, i.e., trust and satisfaction which generate lower repurchase intention. The purposes of this research are to determine and to analyze the most important factors that influence consumer repurchase intention of using C2C-marketplace mobile shopping apps in Indonesia. This research considered the findings from previous research about repurchase intention, satisfaction, trust, system quality, information quality, and service quality dimension to obtain variables used. The data used is obtained through online survey of 394 people who live in Java, age 16-59 years old, who ever used C2C-marketplace mobile apps before. Questionnaires in regard to consumer repurchase intention, trust, satisfaction, appearance, interactivity, customization, ease-of-use, informativeness, security, fulfillment, and responsiveness. Frequency analysis, confirmatory factor analysis, one-way ANOVA, linear regression, and path analysis are performed to show the relationships between variables. Results find that educational background becomes the factor that differentiates intent to repurchase product toward C2C-marketplace mobile apps. The finding indicates that satisfaction and trust are the most important aspect consumer repurchase intention of using C2C-marketplace mobile apps. In addition, fulfillment is shown to have the strongest influence on consumer satisfaction, followed by ease-of-use, responsiveness, and security.