The Effect of Repurchase Intent on The Millennial Generation Through E-Word Of Mouth (E-WOM) As An Intervention Variable on E-Satisfaction and E-Trust In Bukalapak E-Commerce

Return : Study of Management, Economic and Bussines Pub Date : 2023-03-10 DOI:10.57096/return.v2i03.80

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Abstract

This study aims to evaluate the effect of repurchase intention on the millennial generation through e-word of mouth (e-WOM) as an intervention variable on e-satisfaction and e-trust in Bukalapak e-commerce. This study used quantitative approach and survey method using online questionnaire. The sample used was 185 respondents who were millennial generation users of Bukalapak. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of Partial Least Squares (PLS) software. The results showed that e-WOM has a significant positive influence on repurchase intent, e-satisfaction, and e-trust. In addition, repurchase intent also has a significant positive influence on e-satisfaction and e-trust. These findings suggest that e-WOM can be used as a strategy to increase repurchase intent, e-satisfaction, and e-trust in Bukalapak e-commerce. Therefore, Bukalapak needs to pay attention to and improve the quality of e-WOM that appears on their platform, as well as improve the quality of service and customer experience to strengthen customers' repurchase intent, e-satisfaction, and e-trust in the future.

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Bukalapak电子商务中电子满意度和电子信任的干预变量:电子口碑对千禧一代回购意愿的影响

本研究旨在以电子口碑(e-口碑)为干预变量，以Bukalapak电子商务中的电子满意度和电子信任为干预变量，评估千禧一代的回购意愿对电子商务的影响。本研究采用定量研究和在线问卷调查相结合的方法。使用的样本是185名受访者，他们是Bukalapak的千禧一代用户。利用结构方程模型(SEM)和偏最小二乘法(PLS)软件对数据进行分析。结果显示，电子口碑对回购意愿、电子满意度和电子信任有显著的正向影响。此外，回购意愿对电子满意度和电子信任也有显著的正向影响。这些研究结果表明，在Bukalapak电子商务中，电子口碑可以作为一种策略来增加再购买意愿、电子满意度和电子信任。因此，Bukalapak需要关注并提高其平台上出现的e-口碑的质量，并提高服务质量和客户体验，以增强客户未来的再购买意愿、e-满意度和e-信任。

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