Marketplace analysis: The Effect of E-Service Quality, Product Brand Perception and Social Support on Repurchase through Consumer Satisfaction and Trust

Abstract

Technological developments have an impact on business activities and consumer behavior. This can be seen from the increasing number of online businesses. This study looks at consumer behavior by exploring the relationship between e-service quality, product brand perception, and social support on satisfaction; trust; behavioral intentions & repurchases on marketplaces in Indonesia. This quantitative research uses the Structural Equation Model (SEM) method with Lisrel 88 program. The respondents in this research are 450 X-Z generation and have filled out the online questionnaires through google form. The results of this study indicates that e-service quality has a significant effect on consumer satisfaction, product brand perception has a positive impact on trust, and social support has a direct impact on both trust and behavioral intention. Satisfaction, trust, and behavioral intentions, positively affect repurchase. This research offers significant managerial implications for companies, especially in making policy and formatting strategy of business management marketing by taking into account the aspects of customer satisfaction and trust. Companies can formulate strategies through the results of this research by creating innovative products, responsive services, wider and sustainable networks.