Increasing Satisfaction and Repurchase Intention on Contemporary Food and Beverages Through E-commerce

Abstract

This study aims to analyze consumption behavior using 2 categories of consumer behavior, namely utilitarian shopping value and hedonic shopping value. Utilitarian shopping value and hedonic shopping value to increase satisfaction and repurchase intention in the contemporary food and beverage business through e-commerce. Nowadays, food and drink are not only basic needs but also a part of a lifestyle. The food industry is currently growing rapidly. According to data from the Ministry of Industry, the food and beverage industry is one of the important sectors that supports the performance of the non-oil and gas processing industry. In addition, the food and beverage industry is one of the sectors that receive development priorities according to the Making Indonesia 4.0 roadmap. Food and beverage products in great demand are various processed drinks made from coffee or tea, korean snacks, and others. These food and beverage products are also easy to obtain by purchasing online. Therefore, this condition becomes something interesting to observe, especially on consumer behavior. This research is quantitative analsys. This research using SEM PLS. The result of this study shows that hedonic shopping value, utilitarian shopping value, and satisfaction influences repurchase intention on an online contemporary foods and beverages. The biggest influence on the repurchase intention of contemporary food and beverages is hedonic shopping value. This study develops previous research, but in this study, it covers many food and beverage products. Respondents in this study were also from all over Indonesia.

Perspektif Consumer Behavior Theory Dalam Meningkatkan Repurchase Intention Eminacomestic Melalui Shopee Live

“…Temuan penelitian ini menguatkan penelitian terdahulu yang dilakukan oleh (Khuana, 2016;Nurmala, 2016;Ardane et al, 2021;Taruli & Palumian, 2022) dimana penelitian tersebut menyimpulkan bahwa hedonic shopping value mempunyai dampak positif serta signifikan terhadap customer satisfaction. Penelitian ini pun diperkuat oleh penelitian yang dilakukan (Santoso, 2016;Kolondam et al, 2023;Ruslim et al, 2023;Andriani et al, 2021;Subekti et al, 2023) yang menyatakan hedonic shopping value mempunyai pengaruh positif serta signifikan terhadap customer satisfaction. Penelitian ini menunjukkan semakin tinggi hedonic shopping value konsumen dalam membeli produk eminacosmetic melalui shopee live maka semakin meningkatkan customer satisfaction.…”

“…Intisari penelitian berikut menguatkan penelitian sebelumnya yang dijalankan (Pangestu, 2017;Anhar, 2018;Shidqi et al, 2022;Anidayati & Susila, 2023;Indriasari et al, 2021) penelitian tersebut menyimpulkan bahwa customer satisfaction mempunyai dampak positif serta signifikan akan repurchase intention. Penelitian ini pun diperkuat oleh penelitian yang dilakukan oleh (Syafita et al, 2018;Andriani et al, 2021;Subekti et al, 2023;Asri et al, 2022) yang menyimpulkan bahwa customer satisfaction mempunyai dampak positif serta signifikan akan repurchase intention.…”

“…Penelitian ini selaras dengan penelitian terdahulu oleh (Nafisah, 2021;Resti, 2022;Diva, 2019;Taruli & Palumian, 2022) penelitian tersebut menegaskan bahwasanya hedonic shopping value berdampak positif signifikan akan repurchase intention. Penelitian ini pun diperkuat dengan penelitian yang dilakukan oleh (Syafita et al, 2018;Andriani et al, 2021;Subekti et al, 2023;Pangestu, 2017) yang menyimpulkan bahwa hedonic shopping value berdampak positif signifikan akan repurchase intention. Sehingga dalam penelitian berikut dapat disimpulkan bahwa dengan adanya customer satisfaction sebagai jembatan, maka customer satisfaction mampu memediasi hedonic shopping value secara parsial serta positif dan signifikan terhadap repurchase intention pada eminacosmetic melalui shopee live.…”