MODELING PRIOR SHOPPING EXPERIENCE CUSTOMER SHOPEE IN INDONESIA

• Main Author: Valentina Siahaan, Sarah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77441
• Institution: Institut Teknologi Bandung

Shopee has grown to be one of the most popular e-commerce platforms in Southeast Asia. Shopee was the most downloaded shopping app in Asia since 2019, with 200 million app downloads that year. The fact that Shopee keeps on developing, of course Shopee itself can become one of the applications that in its process has a value that is worth examining, both from the point of view of Shopee's own services or from the side of users or consumers. It also has around 12 million monthly active users. The purpose of this research is to understand how prior shopping experiences influence perceived usefulness, perceived ease of use, and repurchaseintention of Shopee as the e-commerce utilized. As part of this study, the author applied an in- depth case approach using the quantitative method, relying on primary sources. The data collection includes a questionnaire with several of Shopee customers in certain cities and acertain age group. As a result, there is a large and positive association between prior shoppingand repurchase intention in Shopee. Prior buying has a considerable and favorable influence on perceived usefulness. The more past buying experience clients have on Shopee in Indonesia, the better their perceived usefulness. Consumers' perceived ease of use will improve dramatically and linearly as their past purchasing experiences increase. As a result, when the degree of consumers' past shopping increases, so will the level of repurchase intention among Shopee customers in Indonesia. The findings of this research are expected to help identify the influenceof prior shopping experience against perceptions.