THE ROLE OF CUSTOMER SATISFACTION IN ENHANCING REPURCHASE INTENTION AT TOKOPEDIA: AN EMPIRICAL STUDY
Abstract
Research aim : This study aimed to analyze the effect of trust, promotion, e-service quality, and easiness on repurchase intention, with consumer satisfaction as the intervening variable.
Design/Methode/Approach : The population of this study is consumers who have purchased products at Tokopedia. Samples were taken from as many as 100 consumers. The sampling technique is purposive sampling. The type of data used is primary data. Methods of data collection using a questionnaire. The analysis technique used is path analysis.
Research Finding : The results of the first part of the analysis show that: Trust, Promotion, E-Service Quality, and Easiness have a positive and significant effect on customer satisfaction. While the study of the second part, namely Trust, Promotion, E-Service Quality, and Easiness, has a substantial and positive effect on repurchase intention. Consumer Satisfaction has a significant and positive impact on repurchase intention.
Theoretical contribution/Originality : Accessing Tokopedia for shopping will increase consumer satisfaction at Tokopedia so as to attract consumer repurchase interest.
Practitionel/Policy implication : Tokopedia must guarantee the security of every user who will make a transaction. By blocking shops in Tokopedia that make payment transactions outside of the application or splitpay. Easiness had the greatest impact in influencing Repurchase Intention through Consumer Satisfaction compared to the variables Trust, Promotion, and E-Service Quality.
Research limitation : E-service quality has the smallest influence on consumer satisfaction and repurchase intention, especially regarding Tokopedia guaranteeing the security of every user transaction, which gets the lowest rating from consumers.
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