User experience: Its effect on repurchase intention through user satisfaction in e-learning during the Covid-19 pandemic era

Abstract

The COVID-19 outbreak has created a variety of panics, including in the field of higher education. All academic activities that are usually carried out on campus grounds during this pandemic must be done from home. Students, lecturers, and academic staff are forced to work from home for virus prevention and to accelerate the reduction of the COVID-19 outbreak. Policies and the pandemic phenomenon which has great impact and occurred rapidly have forced the field of higher education to change the pattern of service from conventional to online-based services. The experience of using the Zoom application has made many users satisfied with the Zoom application and want to use it again. With satisfied consumers, there will be repurchase interest from consumers for the services used. This study is conducted in order to find out the effect of User Satisfaction on Repurchase Intention through Customer Satisfaction on E-Learning Applications in the COVID-19 Pandemic Era. The respondents are people of Bandung city who have use e-learning applications during the pandemic. The method used in this study is Structural Equation Modeling (SEM) using SmartPLS software. Based on the results of this study, the magnitude of User Experience contribution affecting Customer Satisfaction is 36.96%, the magnitude of Customer Satisfaction contribution affecting Repurchase Intention is 21.52% and the magnitude of User Experience and Customer Satisfaction as a mediator in influencing Repurchase Intention contribution is 47.90%. The remaining 52.10% is influenced by other factors that cannot be explained in this study.