Abstract
The development of the internet raises opportunities for the marketing of a product and bring new forms for retail transactions, one of which is online shopping. Furthermore with the Internet, online consumers more easily gain access to information and they offered a wide variety of products and services that can be selected at competitive prices. The purpose of this study is to determine whether there is influence of E-Service Quality, Price Perception and Experiential Marketing to Repurchase Intention which mediated by Customer Satisfaction in On-line Shopping. The amount of samples is 180 respondents. Questionnaires were distributed to respondents who have shopped using online shopping with random sampling method. This study uses data analysis of Structural Equation Modeling by using Lisrel software. The result showed that there is the influence of e-service quality to customer satisfaction and to repurchase intention, while repurchase intention has negative influence occurs. Furthermore, price has no influence to customer satisfaction but has an influence to repurchase intention. Experiential marketing has no influence to customer satisfaction and repurchase intention. Customer satifaction has positive effect on repurchase intention. The effect of e-service quality and experiential marketing through customer satisfaction as mediation variable has no influence to repurchase intention, while price perception influence to repurchase intention.
Highlights
The development of the internet raises opportunities for the marketing of a product and bring new forms for retail transactions, one of which is online shopping (Bulut, 2015)
H1 accepted, there is influences between e service quality to customer satisfaction H2 rejected, there is no influences between price perception to customer satisfaction H3 rejected, there is no influences between experiential marketing to customer satisfaction H4 accepted, there is influences between customer satisfaction to repurchase intention H5 accepted, meaning there is influence between e service quality to repurchase intention but have negative effect
On hypothesis test H1 and H5 hypothesis test shows that e-service quality has a positive influence to customer satisfaction and repurchase intention, while repurchase intention has negative influence occurs
Summary
The development of the internet raises opportunities for the marketing of a product and bring new forms for retail transactions, one of which is online shopping (Bulut, 2015). With the Internet, online consumers more gain access to information and they offered a wide variety of products and services that can be selected at competitive prices (Park & Kim, 2003). This phenomenon anticipated by retailer in Indonesia as an opportunity to market their products by using online shopping. In addition to major retailer, small-scale retailer and the public can market their products by using online shopping This is seen in the number of online shopping such as: Lazada, Elevenia, Zalora, bukalapak, OLX, Tokopedia and others. These conditions will tighten competition between online shopping (Yang et al, 2003)
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