Abstract
The development of a digital-based economy creates potential opportunity upon e-commerce platform service provider. Moreover, in pandemic situation shopping online support the large-scale social restriction. There are many well-known e- commerce brands in Indonesia both domestic and international establishment. The competition is in the red ocean which comprising many competitors who have strong leadership strikes penetration of the market. Innovation towards strategy to make consumer kept staying must be very important especially on how to lead them to do repeat order. However, many firms still neglect this factors. Switching behavior from the individual’s attitude towards the other e-commerce brands become threat for the certain e-commerce brand’s loyal customer. Therefore, this particular research focus on house-wife who fit-matched with the research profile respondent where mostly the house-wife plays significant role on decision and purchase making in a family. This research has purposes to analyze the factors that might influence the satisfaction and repurchase intention in e-commerce platform. In addition to that, analyze the correlation of brand leadership perception towards satisfaction and repurchase intention. Lastly, identify the characteristic of house-wife by looking at repeat order intention upon the brand leader. Conclusive-descriptive-multiple cross sectional research model by using statistical approach of PLS-SEM was conducted in this research. 265 housewives were recruited as respondent by using online survey across Indonesia. Study found that perceived value and popularity are directly related positively and significantly affect satisfaction and repurchase intention. Future research is encouraged to use longitudinal design in providing a holistic understanding of perceived brandleadership
Highlights
Information technology has developed rapidly that give an impact to the economy of the world
This research referred to Chiu and Hoo (2019) [18] in designing the model related to the variables of perceived quality, perceived value, perceived innovation, perceived popularity, customer satisfaction and repurchase intention
The findings show that leading brands need to be proactive in developing ways to meet the dimensions of brand leadership and develop unique concepts to attract more housewives
Summary
Information technology has developed rapidly that give an impact to the economy of the world. Digitalbased economy value is increasing since 2015 and continue keep increasing from US$ 40 billion in 2019 become US$ 130 billion in 2025 This make Indonesian the country with the fastest digital-based economy growth in Southeast Asian [3]. Ecommerce’s user widely accessed by either buyer or seller become opportunity for e-commerce platform provider to create the strategies. They compete each other to take over the market by leading the virtual market place, that’s the reason why e-commerce war is getting intense day by day in Indonesia. Not manyresearch had been conducted to evaluate the brand leadership from customer point of view toward e-commerce platform provider in Indonesia. Shopping online replaced the conventional buying which requires physical transaction until the vaccine found, the existence of online shopping at least would have help the economic stabilization
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