DETERMINAN REPURCHASE INTENTION KONSUMEN DALAM BERBELANJA BUSANA MUSLIM SECARA ONLINE
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Keywords:
Electronic Word of Mouth, Kepuasan Konsumen, Loyalitas Pelanggan, Repurchase Intention
Abstract
Research aim : To test the determinants of consumer repurchase intention in shopping for Muslim fashion online.
Design/Methode/Approach : Explanatory research using the Structural Equation Modeling method, with the SmartPLS3 program
Research Finding : The results showed that E-WOM and customer loyalty had a positive and significant effect on Repurchase Intention, but customer satisfaction had no effect on Repurchase Intention. Consumer satisfaction has a positive and significant effect on E-WOM and loyalty. The results showed that E-WOM did not act as a mediating variable in the relationship between customer satisfaction and repurchase intention, but customer loyalty played a role as a mediating variable in the relationship between customer satisfaction and repurchase intention.
Theoretical contribution/Originality : The novelty in this study is the use of E-WOM and customer loyalty as mediators in the influence of consumer satisfaction on consumer repurchase intention in shopping for Muslim fashion online, where this conceptual framework has never been used before.
Practitionel/Policy implication : It can be taken into consideration for online store owners in managing important and influential variables for repurchase intention
Research limitation : the number of participants does not cover all consumer age segments, so they are unable to explain repurchase intention based on consumer age segments.
Keywords : Electronic Word of Mouth, Consumer Satisfaction, Customer Loyalty, Repurchase Intention
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References
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[19] N. P. S. Yundari and I. M. Wardana, “Pengaruh Brand Image, Consumer Satisfaction, Electronic Word Of Mouth Terhadap Niat Menggunakan Kembali,” E-jurnal Manaj., vol. 8, no. 7, pp. 4647–4675, 2019.
[20] Y. H. Fang, C. M. Chiu, and E. T. G. Wang, “Understanding customers’ satisfaction and repurchase intentions: An integration of IS success model, trust, and justice,” Internet Res., vol. 21, no. 4, pp. 479–503, 2011, doi: 10.1108/10662241111158335.
[21] D. Ribbink, S. Streukens, A. C. R. Van Riel, and V. Liljander, “Comfort your online customer: Quality, trust and loyalty on the internet,” Manag. Serv. Qual. An Int. J., vol. 14, no. 6, pp. 446–456, 2004, doi: 10.1108/09604520410569784.
[22] F. A. Manullang and Heryenzus, “Pengaruh Service Quality, Trust dan Satisfaction Terhadap Repurchase Intention Pada Pengguna Online PT Great Seasons Travel,” eCo-Buss, vol. 5, no. 1, pp. 362–374, 2022.
[23] R. A. Wiatna and Sanaji, “Pengaruh E-Service Quality terhadap Repurchase Intention melalui E- Satsifaction pada Pengguna Aplikasi E-Grocery,” Nomicpedia J. Econ. Bus. Innov., vol. 2, no. 2, pp. 142–158, 2022.
[24] A. Ampountolas, “Peer-to-peer marketplaces: a study on consumer purchase behavior,” J. Hosp. Tour. Insights, vol. 2, no. 1, pp. 37–54, 2018, doi: 10.1108/JHTI-05-2018-0028.
[25] S. Laparojkit and M. Suttipun, “The causal factors influencing repurchase intentions of local tourists in Thailand during COVID-19 crisis,” J. Tour. Futur., vol. ahead-of-p, no. ahead-of-print, pp. 1–16, 2022, doi: 10.1108/JTF-05-2021-0122.
[26] X. D. Chauke and M. Dhurup, “A generation X Cohort analysis of E-shoppers: Satisfaction, loyalty and repurchase intentions in a developing country,” J. Soc. Sci., vol. 52, no. 1–3, pp. 145–154, 2017, doi: 10.1080/09718923.2017.1359908.
[27] J. M. Garcia, O. B. D. L. Freire, E. B. A. Santos, and J. Andrade, “Factors affecting satisfaction and loyalty to online group buying,” Rev. Gest., vol. 27, no. 3, pp. 211–228, 2020, doi: 10.1108/REGE-02-2018-0037.
[28] P. K. Hellier, G. M. Geursen, R. A. Carr, and J. A. Rickard, “Customer repurchase intention: A general structural equation model,” Eur. J. Mark., vol. 37, no. 11/12, pp. 1762–1800, 2003, doi: 10.1108/03090560310495456.
[29] J. Kim, B. Jin, and J. L. Swinney, “The role of etail quality, e-satisfaction and e-trust in online loyalty development process,” J. Retail. Consum. Serv., vol. 16, no. 4, pp. 239–247, 2009, doi: 10.1016/j.jretconser.2008.11.019.
[30] T. T. M. D. Do and L. N. Pereira, “Understanding Vietnamese consumers’ perception and word-of-mouth intentions towards Airbnb,” J. Hosp. Tour. Technol., vol. 14, no. 2, pp. 83–101, 2023, doi: 10.1108/JHTT-12-2020-0321.
[31] Z. Kankhuni and C. Ngwira, “Overland tourists’ natural soundscape perceptions: influences on experience, satisfaction, and electronic word-of-mouth,” Tour. Recreat. Res., vol. 47, no. 5–6, pp. 591–607, 2022, doi: 10.1080/02508281.2021.1878653.
[32] H. Hsin Chang and H. W. Wang, “The moderating effect of customer perceived value on online shopping behaviour,” Online Inf. Rev., vol. 35, no. 3, pp. 333–359, 2011, doi: 10.1108/14684521111151414.
[33] V. Kaura, “Service Convenience, Customer Satisfaction, and Customer Loyalty: Study of Indian Commercial Banks,” J. Glob. Mark., vol. 26, no. 1, pp. 18–27, 2013, doi: 10.1080/08911762.2013.779405.
[34] M. Majeed, C. Asare, A. Fatawu, and A. Abubakari, “An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry,” Cogent Bus. Manag., vol. 9, no. 1, pp. 1–19, 2022, doi: 10.1080/23311975.2022.2028331.
[2] M. D. Ruhamak and B. Rahayu, “Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare,” Ekonika J. Ekon. Univ. kadiri, vol. 1, no. 2, pp. 188–204, 2017, doi: 10.30737/ekonika.v1i2.14.
[3] I. J. Ismail, “I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention,” Manag. Matters, vol. 19, no. 2, pp. 167–186, 2022, doi: 10.1108/manm-02-2022-0033.
[4] A. Nasir, “Pengaruh Kepercayaan Dan Electronic Word Of Mouth (E-WOM) Terhadap Purchase Intention (Studi Pada Pelajar Kampung Inggris Pare-Kediri),” Ekonika J. Ekon. Univ. kadiri, vol. 4, no. 1, pp. 63–76, 2019, doi: 10.30737/ekonika.v4i1.328.
[5] L. J. Liang, H. C. Choi, and M. Joppe, “Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity,” J. Travel Tour. Mark., vol. 35, no. 1, pp. 73–89, 2018, doi: 10.1080/10548408.2016.1224750.
[6] M. A. Saleem, S. Zahra, and A. Yaseen, “Impact of service quality and trust on repurchase intentions – the case of Pakistan airline industry,” Asia Pacific J. Mark. Logist., vol. 29, no. 5, pp. 1136–1159, 2017, doi: 10.1108/APJML-10-2016-0192.
[7] J. Matute, Y. Polo-Redondo, and A. Utrillas, “The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness,” Online Inf. Rev., vol. 40, no. 7, pp. 1090–1110, 2016, doi: 10.1016/j.redee.2015.03.002.
[8] E. A. Savitri, Z. Zahara, and P. Ponirin, “Pengaruh Promosi Melalui Media Sosial Terhadap Repurchase Intention Melalui Electronic Word of Mouth,” J. Ilmu Manaj. Univ. Tadulako, vol. 2, no. 3, pp. 241–250, 2020, doi: 10.22487/jimut.v2i3.61.
[9] A. Langga, A. Kusumawati, and T. Alhabsji, “Intensive distribution and sales promotion for improving customer-based brand equity (CBBE), re-purchase intention and word-of-mouth (WOM),” J. Econ. Adm. Sci., vol. 37, no. 4, pp. 577–595, 2021, doi: 10.1108/jeas-03-2019-0041.
[10] M. Srivastava and S. Sivaramakrishnan, “The impact of eWOM on consumer brand engagement,” Mark. Intell. Plan., vol. 39, no. 3, pp. 469–484, 2021, doi: 10.1108/MIP-06-2020-0263.
[11] H. C. Kuo and C. Nakhata, “The Impact of Electronic Word-of-Mouth on Customer Satisfaction,” J. Mark. Theory Pract., vol. 27, no. 3, pp. 331–348, 2019, doi: 10.1080/10696679.2019.1615840.
[12] A. Serra-Cantallops, J. Ramón Cardona, and F. Salvi, “Antecedents of positive eWOM in hotels. Exploring the relative role of satisfaction, quality and positive emotional experiences,” Int. J. Contemp. Hosp. Manag., vol. 32, no. 11, pp. 3457–3477, 2020, doi: 10.1108/IJCHM-02-2020-0113.
[13] R. Anaya-Sánchez, R. Aguilar-Illescas, S. Molinillo, and F. J. Martínez-López, “Trust and loyalty in online brand communities,” Spanish J. Mark. - ESIC, vol. 24, no. 2, pp. 177–191, 2020, doi: 10.1108/SJME-01-2020-0004.
[14] Saodin, “Pengaruh E-Servqual Terhadap E-Satisfaction, E-WOM Dan Online Repurchase Intention,” J. Ilm. Ekon. Manaj., vol. 12, no. 1, pp. 15–30, 2021, doi: 10.52657/jiem.v12i1.1450.
[15] Y.-O. Lee and M. Kim, “The effect of logistics service quality on customer satisfaction and repurchase intention: focusing on company size as a moderator,” J. Int. Logist. Trade, vol. 6, no. 1, pp. 55–73, 2008, doi: 10.24006/jilt.2008.6.1.55.
[16] Y. Kartika and M. S. Shihab, “Membangun Positive E-Wom Melalui E-Service Quality, Kepercayaan Dan Kepuasan,” J. Entrep. Manag. Ind., vol. 2, no. 4, pp. 195–204, 2019, doi: 10.36782/jemi.v2i4.1942.
[17] B. Anidayati and I. Susila, “Analisis Pengaruh Electronic Word Of Mouth, Kepercayaan, Dan Kepuasan Pelanggan Terhadap Niat Beli Ulang Konsumen Di Media Sosial dengan Adopsi Informasi Sebagai Variabel Mediasi (Studi Pada Produk Skincare Di Marketplace Shopee),” SEIKO J. Manag. Bus., vol. 6, no. 1, pp. 438–454, 2023, doi: 10.37531/sejaman.v6i1.3745.
[18] N. K. A. Y. Sari and N. M. Rastini, “Pengaruh E-WOM, Kepercayaan, Dan Kepuasan Terhadap Niat Beli Kembali: Studi Pada Pelanggan Situs Shopee,” E-Jurnal Manaj. Univ. Udayana, vol. 11, no. 4, pp. 635–657, 2022, doi: 10.24843/ejmunud.2022.v11.i04.p01.
[19] N. P. S. Yundari and I. M. Wardana, “Pengaruh Brand Image, Consumer Satisfaction, Electronic Word Of Mouth Terhadap Niat Menggunakan Kembali,” E-jurnal Manaj., vol. 8, no. 7, pp. 4647–4675, 2019.
[20] Y. H. Fang, C. M. Chiu, and E. T. G. Wang, “Understanding customers’ satisfaction and repurchase intentions: An integration of IS success model, trust, and justice,” Internet Res., vol. 21, no. 4, pp. 479–503, 2011, doi: 10.1108/10662241111158335.
[21] D. Ribbink, S. Streukens, A. C. R. Van Riel, and V. Liljander, “Comfort your online customer: Quality, trust and loyalty on the internet,” Manag. Serv. Qual. An Int. J., vol. 14, no. 6, pp. 446–456, 2004, doi: 10.1108/09604520410569784.
[22] F. A. Manullang and Heryenzus, “Pengaruh Service Quality, Trust dan Satisfaction Terhadap Repurchase Intention Pada Pengguna Online PT Great Seasons Travel,” eCo-Buss, vol. 5, no. 1, pp. 362–374, 2022.
[23] R. A. Wiatna and Sanaji, “Pengaruh E-Service Quality terhadap Repurchase Intention melalui E- Satsifaction pada Pengguna Aplikasi E-Grocery,” Nomicpedia J. Econ. Bus. Innov., vol. 2, no. 2, pp. 142–158, 2022.
[24] A. Ampountolas, “Peer-to-peer marketplaces: a study on consumer purchase behavior,” J. Hosp. Tour. Insights, vol. 2, no. 1, pp. 37–54, 2018, doi: 10.1108/JHTI-05-2018-0028.
[25] S. Laparojkit and M. Suttipun, “The causal factors influencing repurchase intentions of local tourists in Thailand during COVID-19 crisis,” J. Tour. Futur., vol. ahead-of-p, no. ahead-of-print, pp. 1–16, 2022, doi: 10.1108/JTF-05-2021-0122.
[26] X. D. Chauke and M. Dhurup, “A generation X Cohort analysis of E-shoppers: Satisfaction, loyalty and repurchase intentions in a developing country,” J. Soc. Sci., vol. 52, no. 1–3, pp. 145–154, 2017, doi: 10.1080/09718923.2017.1359908.
[27] J. M. Garcia, O. B. D. L. Freire, E. B. A. Santos, and J. Andrade, “Factors affecting satisfaction and loyalty to online group buying,” Rev. Gest., vol. 27, no. 3, pp. 211–228, 2020, doi: 10.1108/REGE-02-2018-0037.
[28] P. K. Hellier, G. M. Geursen, R. A. Carr, and J. A. Rickard, “Customer repurchase intention: A general structural equation model,” Eur. J. Mark., vol. 37, no. 11/12, pp. 1762–1800, 2003, doi: 10.1108/03090560310495456.
[29] J. Kim, B. Jin, and J. L. Swinney, “The role of etail quality, e-satisfaction and e-trust in online loyalty development process,” J. Retail. Consum. Serv., vol. 16, no. 4, pp. 239–247, 2009, doi: 10.1016/j.jretconser.2008.11.019.
[30] T. T. M. D. Do and L. N. Pereira, “Understanding Vietnamese consumers’ perception and word-of-mouth intentions towards Airbnb,” J. Hosp. Tour. Technol., vol. 14, no. 2, pp. 83–101, 2023, doi: 10.1108/JHTT-12-2020-0321.
[31] Z. Kankhuni and C. Ngwira, “Overland tourists’ natural soundscape perceptions: influences on experience, satisfaction, and electronic word-of-mouth,” Tour. Recreat. Res., vol. 47, no. 5–6, pp. 591–607, 2022, doi: 10.1080/02508281.2021.1878653.
[32] H. Hsin Chang and H. W. Wang, “The moderating effect of customer perceived value on online shopping behaviour,” Online Inf. Rev., vol. 35, no. 3, pp. 333–359, 2011, doi: 10.1108/14684521111151414.
[33] V. Kaura, “Service Convenience, Customer Satisfaction, and Customer Loyalty: Study of Indian Commercial Banks,” J. Glob. Mark., vol. 26, no. 1, pp. 18–27, 2013, doi: 10.1080/08911762.2013.779405.
[34] M. Majeed, C. Asare, A. Fatawu, and A. Abubakari, “An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry,” Cogent Bus. Manag., vol. 9, no. 1, pp. 1–19, 2022, doi: 10.1080/23311975.2022.2028331.
Published
2024-10-28
How to Cite
Bismala, L., Hasibuan, L. S., & Handayani, S. (2024). DETERMINAN REPURCHASE INTENTION KONSUMEN DALAM BERBELANJA BUSANA MUSLIM SECARA ONLINE . JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 9(2). https://doi.org/10.29407/nusamba.v9i2.20207
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Copyright (c) 2024 Lila Bismala, Lailan Safina Hasibuan, Susi Handayani
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