The Impact of Sales Promotion, User Interface and User Experience Design on Shopee App Users' Repurchase Intentions

IF 1.3 Q3 ENGINEERING, MULTIDISCIPLINARY International Journal of Mathematical Engineering and Management Sciences Pub Date : 2023-09-29 DOI:10.21791/ijems.2023.027

Gulielmus Brahma Rantau Lumban Tobing, Patrick Vivid Adinata, Fransisca Desiana Pranatasari, Kristia Kristia

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Abstract

By 2022, Gen Z and millennial consumers dominated Shopee usage in Indonesia. Similar e-commerce platforms are forced to constantly innovate to remain competitive in the market due to increasing competition. Therefore, the primary focus of e-commerce platform development should be on the user interface, user experience design, and promotions that are appealing and easy to access so that potential customers are inclined to repurchase. This research aims to determine the influence of UI design, UX design, and promotions on the repurchase intention of users of the Shopee application. The sampling method used was systematic sampling. Ninety-six respondents are included in the sample. This study uses descriptive analysis, classical assumption tests, multiple linear regression, and hypothesis testing for data analysis. SPSS Statistics 28.0 was used for data processing. The study found that user interface design, user experience design, and sales promotions statistically impact the repurchase intention of users of the Shopee application. The results demonstrate the effectiveness of repurchase intent in e-commerce.

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促销、用户界面和用户体验设计对Shopee App用户再购买意愿的影响

到2022年，Z世代和千禧一代消费者在印尼的Shopee使用量占主导地位。由于竞争加剧，类似的电子商务平台被迫不断创新以保持市场竞争力。因此，电子商务平台开发的重点应该放在用户界面、用户体验设计以及吸引人、易于访问的促销活动上，从而使潜在客户倾向于再次购买。本研究旨在确定UI设计、UX设计和促销对Shopee应用用户再购买意愿的影响。抽样方法为系统抽样。96名受访者被纳入样本。本研究采用描述性分析、经典假设检验、多元线性回归和假设检验等方法进行数据分析。采用SPSS Statistics 28.0进行数据处理。研究发现，用户界面设计、用户体验设计和促销对Shopee应用用户的再购买意愿有统计学影响。研究结果证明了电子商务中回购意向的有效性。

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来源期刊

International Journal of Mathematical Engineering and Management Sciences Multiple-

CiteScore

3.80

自引率

6.20%

发文量

审稿时长

20 weeks

期刊介绍： IJMEMS is a peer reviewed international journal aiming on both the theoretical and practical aspects of mathematical, engineering and management sciences. The original, not-previously published, research manuscripts on topics such as the following (but not limited to) will be considered for publication: *Mathematical Sciences- applied mathematics and allied fields, operations research, mathematical statistics. *Engineering Sciences- computer science engineering, mechanical engineering, information technology engineering, civil engineering, aeronautical engineering, industrial engineering, systems engineering, reliability engineering, production engineering. *Management Sciences- engineering management, risk management, business models, supply chain management.