Abstract
A survey by Katadata shows that during the COVID-19 Pandemic, the e-commerce sector of Indonesia showed a significant rise of visitors. In addition, the number of visits to e-commerce websites is very high in the third Quarter of 2020. Additionally, the e-commerce sector is one of the highest contributors towards Indonesia’s gross domestic product (GDP). Thus, increasing consumer satisfaction and repurchase intention is essential for companies, especially in fashion products. This study aims to measure website quality on repurchase intention through the role of consumer satisfaction in the context of e-commerce in Indonesia.Furthermore, website quality has dimensions such as information quality, system quality, and e-service quality. This study uses a descriptive quantitative approach that focuses on e-commerce in Indonesia. The data is collected through online questionnaire which is distributed to 333 consumers who used e-commerce to buy fashion products and used for further analysis. To analyze each variable, partial least squares structural equation modelling (PLS-SEM) is used to test the hypotheses. This study found that all dimensions of website quality and customer satisfaction are determining factors in repurchase intention. Lastly, this research provides guidelines in providing strategies for companies in the context of e-commerce websites in Indonesia
Highlights
IntroductionE-commerce popularity develops rapidly (Ajay Kaushik & Potti Srinivasa, 2017)
In recent years, e-commerce popularity develops rapidly (Ajay Kaushik & Potti Srinivasa, 2017)
This study shows that system quality has a positive and significant effect on customer satisfaction
Summary
E-commerce popularity develops rapidly (Ajay Kaushik & Potti Srinivasa, 2017). According to KataData (2020b), visitors to e-commerce websites in Indonesia for the third quarter of 2020 are as follow: Shopee (96.5 million visitors), Tokopedia (85 million visitors), and Bukalapak (31.4 million visitors). During the COVID-19 pandemic, ecommerce experienced an increase in activity in serving consumer purchases in Indonesia by 69% (KataData, 2020b). The fashion sector is the most popular sector among ecommerce users, dominating 30% of total transactions (Katadata, 2020a). This indicates that e-commerce is one of the important platforms in serving consumers digitally, especially in the fashion sectors by improving the quality of the website
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