Abstract
The study is aimed to analyze the effect of e-service quality (e-SERVQUAL) and price perception on repurchase intention to consume Shopee product in Solo City with satisfaction as mediation variable. This is an explanatory research using questionnaires. Population in this study are customers in Solo city who make purchases through e-commerce Shopee. Samples of 100 customers are chosen by purposive sampling method. Methods analysis used is path analysis. Research findings revealed that e-SERVQUAL, price perception, and customer satisfaction have positive and significant effect on repurchase intention. Results of Sobel test show that customer satisfaction mediates the effect of e-SERVQUAL on repurchase intention, but customer satisfaction cannot mediate the effect of price perception on repurchase intention.
Highlights
E-commerce businesses in Indonesia can be divided into five different forms, namely classifieds, customer to customer marketplace, shopping mall, business to consumer and social media shop
This study aims to develop a model to test the causality relationship between e-SERVQUAL Shopee factors, price perception, and customer satisfaction by repurchase intention to customers in Solo City
Based on data processing shows that all items, of e-SERVQUAL, price perceptions, customer satisfaction and repurchase intention have a good level of validity (Table 1)
Summary
E-commerce businesses in Indonesia can be divided into five different forms, namely classifieds, customer to customer marketplace, shopping mall, business to consumer and social media shop. The form of business classifieds (list of classified ads) is a web e-commerce service provider that is not involved or facilitates directly online buying and selling transactions that take place. In the form of business classifieds, ecommerce companies only become media that bring together sellers and buyers in one place. Shopee is an online-based shopping platform that provides a wide range of sales products ranging from electronics, household appliances, clothing, accessories to fashion. In addition to providing a variety of products, another advantage of Shopee is that the buyer can return goods or funds if the goods received are not as desired.
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