Determinan Repurchase Intention Konsumen dalam Berbelanja Busana Muslim secara Online

Lila Bismala; Lailan Safina Hasibuan; Susi  Handayani

doi:10.29407/nusamba.v9i2.20207

Authors

Lila Bismala Universitas Muhammadiyah Sumatera Utara
Lailan Safina Universitas Muhammadiyah Sumatera Utara
Susi Handayani Universitas Muhammadiyah Sumatera Utara

DOI:

https://doi.org/10.29407/nusamba.v9i2.20207

Keywords:

Electronic Word of Mouth, Kepuasan Konsumen, Loyalitas Pelanggan, Repurchase Intention

Abstract

Research aim: To examine the determinants of consumer repurchase intention in shopping for Muslim fashion online.

Methods: Explanatory research using the Structural Equation Modeling method with the SmartPLS3 program.

Research Findings: The results show that consumer satisfaction significantly affects consumer loyalty, which in turn mediates the relationship between consumer satisfaction and repurchase intention. E-WOM does not show a significant effect on repurchase intention either directly or through mediation.

Theoretical Contribution: This study contributes to the e-commerce literature by revealing the relationship dynamics between consumer satisfaction, electronic word of mouth (e-WOM), customer loyalty, and repurchase intention on online platforms.

Practical Implications: The results of this study provide strategic guidance for e-commerce business actors to increase customer loyalty as an important step in encouraging repeat purchases

Research Limitations: This study is limited to the context of Muslim fashion online stores, so the results may not be generalizable to other products or different e-commerce platforms. Further research is needed to explore additional factors that can more comprehensively explain the relationship between consumer satisfaction and repurchase intention.

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