Strength of Reference Groups to Moderate Online Repurchase Intention on Generation X

Ni Putu Cempaka Dharmadewi Atmaja,Ni Made Dwi Puspitawati

doi:10.32535/ijabim.v4i2.563

Abstract

The purpose of this study was to determine the role of the strength of the reference group in moderating the effect of e-commerce service quality and customer satisfaction on online repurchase intentions. The selected respondents were adolescents aged 17-24 years who were generation X. The study used primary data obtained from the results of questionnaires to 100 students who were educated in public universities in the city of Denpasar, Bali, Indonesia. Determination of the sample using purposive sampling. The data analysis technique used is by using this method of primary data collection using a questionnaire. Simple linear regression analysis and moderated regression analysis using the Statistical Product and Service Solution (SPSS) program. The results show that the quality of e-commerce services and customer satisfaction has a positive and significant effect on online repurchase intention. the strength of the reference group can strengthen the relationship between the quality of e-commerce services and the intention to repurchase. But the reference group cannot strengthen the relationship between customer satisfaction and the intention to repurchase. The implication in this study is that retailers must pay attention to the quality of e-commerce services so that they can provide convenience, comfort and security in shopping, giving rise to a strong intention to repurchase customers.

Highlights

Competition between e-commerce businesses requires them to improve the quality of ecommerce services to maintain customer satisfaction and loyalty
Research results that the quality of e-commerce services and customer satisfaction has a significant influence on the online repurchase intention
The reference group has a strong role in increasing one's desires in buying behavior, often someone is an imitator of the behavior of the reference group

Summary

Introduction

Competition between e-commerce businesses requires them to improve the quality of ecommerce services to maintain customer satisfaction and loyalty. The quality of e-commerce services is important to be able to provide information and interest to customers making purchases and repurchases because of good experience. Various good experiences regarding e-commerce services are the basic elements in determining repurchase intentions (Razak, et al 2016). Good quality ecommerce services will generate satisfaction for its customers and can increase repurchase (Phoung and Trang, 2018; Shi et al, 2018; Salem et al, 2017). Elbeltagi and Gomma (2014) state that overall customer satisfaction is closely related to behavioral intention to buy at the same provider. Curtis et al (2011) explained that satisfaction has a strong positive relationship with the desire to repurchase Good quality ecommerce services will generate satisfaction for its customers and can increase repurchase (Phoung and Trang, 2018; Shi et al, 2018; Salem et al, 2017). Elbeltagi and Gomma (2014) state that overall customer satisfaction is closely related to behavioral intention to buy at the same provider. Curtis et al (2011) explained that satisfaction has a strong positive relationship with the desire to repurchase

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