DETERMINANTS OF REPURCHASE INTENTIONS FOR LAZADA CUSTOMERS IN JAKARTA: MEDIATING EFFECTS OF E-SATISFACTION
Main Article Content
Abstract
Banyak perubahan yang terjadi akibat kemajuan pesat di bidang ilmu pengetahuan dan teknologi khususnya pada aktivitas berbelanja yang awalnya dilakukan secara offline kemudian berubah menjadi online dengan menggunakan e-commerce. Lazada merupakan salah satu e-commerce terkemuka yang turut meramaikan perkembangan e-commerce di Indonesia, namun Lazada mengalami penurunan pengguna yang cukup signifikan dibandingkan e-commerce lainnya. Lazada harus meningkatkan repurchase intention pada konsumen dan meningkatkan kepuasan pelanggannya sehingga konsumen mau membeli ulang kembali. Penelitian ini menerapkan teknik pemilihan sampel non-probability sampling menggunakan metode purposive sampling yang berupa judgemental sampling, menetapkan sampel responden yang berusia 18 tahun ke atas yang pernah bertransaksi menggunakan Lazada di Jakarta. Sampel yang diperoleh berjumlah 181 responden yang diperoleh dengan menyebarkan kuisioner. Pengolahan data dilakukan dengan teknik SEM yang diolah menggunakan SmartPLS versi 4.0. Hasil yang diperoleh menunjukan perceived security dan web design quality memiliki pengaruh secara positif dan signifikan terhadap repurchase intention dan e-satisfaction. Di sisi lain, ease of use tidak berpengaruh secara langsung terhadap repurchase intention namun harus dimediasi terlebih dahulu oleh e-satisfaction. Selain itu, e-satisfaction memiliki pengaruh positif dan signifikan terhadap repurchase intention dan mampu memediasi seluruh variabel yang terdapat pada penelitian ini. Implikasi pada penelitian ini menunjukkan bahwa untuk meningkatkan repurchase intention pada Lazada, perusahaan harus fokus pada security dan web design quality, serta meningkatkan ease of use agar dapat meningkatkan e-satisfaction yang berperan sebagai mediator utama dalam mempengaruhi repurchase intention.
Numerous changes have been brought about by the scientific and technology fields rapid progress, especially in shopping activities which were originally carried out offline. Lazada is one of the leading e-commerce that has enlivened the development of e-commerce in Indonesia, but Lazada has experienced a significant decrease in users compared to other e-commerce. Lazada must increase repurchase intention in consumers and increase e-satisfaction to drive the customers to use the app to shop online. This study applies a non-probability sampling technique using a purposive sampling method in the form of judgmental sampling, determining a sample of respondents aged 18 years and over who have shopped with Lazada in Jakarta. This research managed to obtain 181 respondents by distributing questionnaires. Data processing was carried out using SEM techniques which were processed using SmartPLS version 4.0. Based on the results obtained, perceived security and web design quality have positive and significant effect on repurchase intention and e-satisfaction. However, ease of use does not directly affect repurchase intention if not mediated by e-satisfaction. In addition, e-satisfaction has a positive and significant effect on repurchase intention and mediates the relationships among all variables in this research. The implications of this research show that to increase repurchase intention on Lazada, companies should focus on security and web design quality, and improve ease of use to increase e-satisfaction which acts as a key mediator in affecting repurchase intention.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.References
Alexandra, K., & Ruslim, T. S. (2023). Factors that Affect Continuance Usage Intention of E-Wallet Users in Jakarta. International Journal of Application on Economics and Business, 1(1), 445–454. https://doi.org/10.24912/ijaeb.11.445-454
Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138. https://doi.org/10.1002/mar.10063
Anggelina, C., & Ruslim, T. S. (2023). Factor That Affects Repurchase Intention Among Shopee Customers in West Jakarta (Satisfaction as A Mediator). International Journal of Application on Economics and Business, 1(3), 1694–1705. https://doi.org/10.24912/ijaeb. v1i3.1694-1705
Annur, C. M. (2023, December 7). TikTok Mau Gandeng Tokopedia? Ini Persaingannya dengan E-commerce Lain. DataBoks. https://bit.ly/4bwRlgq
Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351. https://doi.org/10.2307/3250921
Chiu, W., & Cho, H. (2021). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6), 1339–1362. https://doi.org/10.1108/APJML-10-2018-0403
Dearni, R. (2024, April 1). Lazada Error Hari Ini 2024: Penyebab dan Cara Mengatasinya. Teknoin.id. https://bit.ly/3xLYv2k
Davis, F. D. (1986). A Technology Acceptance Model for Empirically Testing New End-User Information Systems. Theory and Results, MIT Sloan School of Management, Cambridge.
Dewi, C. R. A., Yasa, N. N. K., Giantari, I. G. A. K., Sukawati, T. G. R., Setiawan, P. Y., & Setini, M. (2020). The Effect of Security, Trust and Ease of Use towards Repurchase intentions Mediated by E-satisfaction on Online Travel Agent. Journal of Advanced Research in Dynamical and Control Systems, 12(8), 340–354. https://doi.org/10.5373/JARDCS/V12I8 /20202482
Ha, H.Y., & Pan, H. (2018). The evolution of perceived security: The temporal role of SNS information perceptions. Internet Research, 28(4), 1055–1078. https://doi.org/10.1108/ IntR-02-2017-0047
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 3rd. ed. SAGE Publications India Pvt. Ltd.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/ EBR-11-2018-0203
J. Smith, T. (2008). Senior Citizens and E-commerce Websites: The Role of Perceived Usefulness, Perceived Ease of Use, and Web Site Usability. Informing Science: The International Journal of an Emerging Transdiscipline, 11, 059–083. https://doi.org/10.28945/440
Jogja, M., & Widowati, R. (2023). Pengaruh Persepsi Website Design Quality dan E-Service Quality terhadap E-Trust dan Repurchase intention di Shopee. Journal of Ecotourism and Rural Planning, 1(1), 1–13. https://doi.org/10.47134/jerp.v1i1.112
Kahar, A., Wardi, Y., & Patrisia, D. (2019). The Influence of Perceived Usefulness, Perceived Ease of Use, and Perceived security on Repurchase intention at Tokopedia.com. Business and Management Research, 64, 429–438.
Keni, K., Tjoe, H., Wilson, N., & Negara, E. S. (2020). The Effect of Perceived security, Ease of Use and Perceived Usefulness on Intention to Use Towards Mobile Payment Services in Indonesia: Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020). Jakarta Barat, Indonesia. https://doi.org/10.2991/assehr.k.201209.010
Liu, X., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: A holistic perspective. International Journal of Retail & Distribution Management, 36(11), 919–940. https://doi.org/10.1108/09590550810911683
Malhotra, N. K. (2020). Marketing Research: An Applied Orientation. 7th. ed. Harlow: Pearson Education Limited.
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N.A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206. https://doi.org/10.1108/APJML-03-2021-0221
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460. https://doi.org/10.2307/3150499
Park, C., & Kim, Y. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16–29. https://doi.org/10.1108/09590550310457818
Patel, N. (2014, November 17). How To Make More Money Without Making More Sales. Forbes. https://bit.ly/3LeapoJ
Priscillia, M., Budiono, H., Wiyanto, H., & Widjaya, H. (2021). The Effects of Website Design Quality and Service Quality on Repurchase intention Among Shopee Customers in Jakarta, with Customer Trust as a Mediating Variable: Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020), Jakarta, Indonesia. https://doi.org/10.2991/aebmr.k.210507.006
Rahi, S., Ghani, M. A., & Ngah, A. H. (2020). Factors propelling the adoption of internet banking: The role of e-customer service, website design, brand image and customer satisfaction. Int. J. Business Information Systems, 33(4), 549–569.
Ruslim, T. S., Herwindiati, D. E., & Cokki. (2024). Adoption of e-wallet in the post-pandemic era: A study on Generation X’s intention to use e-wallet. Innovative Marketing, 20(2), 267–280. https://doi.org/10.21511/im.20(2).2024.22
Statista. (2024). Indonesia: E-commerce number of users 2020-2029. https://www.statista.com /forecasts/251635/e-commerce-users-in-indonesia
Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y generation: Mediation of trust and e-satisfaction. Marketing Intelligence & Planning, 38(4), 401–415. https://doi.org/ 10.1108/MIP-02-2019-0072
Venkatesh, V., & Davis, F. D. (1996). A Model of the Antecedents of Perceived Ease of Use: Development and Test. Decision Sciences, 27(3), 451–481. https://doi.org/10.1111 /j.1540-5915.1996.tb01822.x
Wilson, N., Alvita, M., & Wibisono, J. (2021). The Effect of Perceived Ease of Use and Perceived security Toward Satisfaction and Repurchase intention. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 145. https://doi.org/10.24912/jmieb.v5i1.10489
Wilson, N., & Keni, K. (2018). Pengaruh Website Design Quality Dan Kualitas Jasa Terhadap Repurchase intention: Variabel Trust Sebagai Variabel Mediasi. Jurnal Manajemen dan Pemasaran Jasa, 11(2), 291–310. https://doi.org/10.25105/jmpj.v11i2.3006
Wilson, N., Keni, K., & Tan, P. H. P. (2019). The Effect of Website Design Quality and Service Quality on Repurchase intention in the E-commerce Industry: A Cross-Continental Analysis. Gadjah Mada International Journal of Business, 21(2).
Zhang, Y., Fang, Y., Wei, K. K., Ramsey, E., McCole, P., & Chen, H. (2011). Repurchase intention in B2C e-commerce—A relationship quality perspective. Information & Management, 48(6), 192–200. https://doi.org/10.1016/j.im.2011.05.003
Zhou, T., Lu, Y., & Wang, B. (2009). The Relative Importance of Website Design Quality and Service Quality in Determining Consumers’ Online Repurchase Behavior. Information Systems Management, 26(4), 327–337. https://doi.org/10.1080/10580530903245663