the Effect of E-Service Quality and Customer Satisfaction on Repurchase Intention Through Online Consumer Review as Intervening Variables in the Marketplace Shopee

Abstract

The purpose of this study was to determine the effect of e-service quality and customer satisfaction on repurchase intention through online consumer reviews tool as an intervening variable on the marketplace Shopee. The population in this study were women aged 20-35 years and had purchased and used the marketplace Shopee at least 2 times in Medan City with a total sample of 190 respondents. The sampling technique in this study was the sample taken with a non-probability sampling design. The type of non-probability sampling used was accidental sampling. The results show that E-service quality has a positive and significant effect on online consumer reviews on the marketplace Shopee. Customer satisfaction has a positive and significant effect on online consumer reviews on the marketplace Shopee. E-service quality has a positive and insignificant effect on repurchase intention in the marketplace Shopee. Customer satisfaction has a positive and significant effect on repurchase intention in the marketplace Shopee. Online consumer reviews have a positive and significant effect on repurchase intention in the marketplace Shopee. E-service quality has a positive and significant effect on repurchase intention through online consumer reviews as an intervening variable in the marketplace Shopee. Customer satisfaction has a positive and insignificant effect on repurchase intention through online consumer reviews as an intervening variable in the marketplace Shopee.

Investigating the Influence of Indecision on Customer’s Decision Satisfaction

“…In reality, many decisions involving choice among several desirable alternatives can be difficult and give way to Journal of Management and Business Review,21 (1), 2024, 51-59 a more fundamental preference-whether or not to choose. A recent analysis of a sample of consumers finds that the difficulty of selecting a single alternative was one of the essential causes of delaying several purchase decisions (Sabioni et al, 2021;Dhar, 1997;Yunus et al, 2022). Thus, the level of indecision or deferring decision can cause different satisfaction estimations in the decision process.…”

Analyze Netizen Sentiment on the Shopee Application

“…The number of comments on the Shopee application was 3,782,524 as of March 17, 2020. These numbers indicate that Shopee is an e-commerce app that provides a sense of security, comfort, and trust when shopping (Yunus et al, 2022). Although it has good value when viewed quantitatively, from a qualitative point of view, Shopee received various comments as a form of public sentiment toward the application (Pratiwi & India, 2022).…”