Factors Influencing Shopee Indonesia`s Consumers Repurchase Intention on Handphone Accessories

Abstract

In Indonesia, the increasing number of consumers who do online shopping is caused by the rising number of internet users. As a result of government limitations limiting people’s mobility and COVID-19’s spread, consumers are likely to continue shopping online, especially in e-commerce, for reasons other than health, such as convenience, time savings, and product choices. The primary purpose of this research was to understand factors influencing consumers’ repurchase intention on handphone accessories in e-commerce. The questionnaire was distributed through an online survey in Greater Jakarta with 210 respondents who had purchased handphone accessories on e-commerce. This research uses PLS-SEM to analyze the collected data. The results of this research portray that the perceived value and perceived price positively influenced customer satisfaction but negatively influenced consumers’ repurchase intention. Customer satisfaction influences both customer trust and consumers’ repurchase intention. Furthermore, customer trust positively influenced consumers’ repurchase intention. E-commerce practitioners will benefit from the findings of this research when addressing the significance of customer satisfaction and trust in e-commerce’ consumers’ repurchase intention.

Keywords: E-commerce; Perceived Value; Perceived Price; Customer Satisfaction; Customer Trust; Repurchase Intention