https://injurity.pusatpublikasi.id/index.php/in
541
DETERMINANTS OF CONSUMER REPURCHASE INTENTION ON
TOKOPEDIA IN INDONESIA
Hanung Iman Setiahutama, Muchsin Muthohar
Universitas Islam Indoneisa, Indonesia
Email: 193[email protected]
Abstract
This study aims to examine the effect of Perceived Website Quality, E-Consumer Satisfaction,
E-Consumer Trust, and Tokopedia Consumer Repurchase Intentions in Indonesia. Data
collection was carried out by distributing online questionnaires via Google form with a total
sample of 200 respondents. The data analysis technique used is Structural Equation Modeling
(SEM) with SmartPLS 3 software. The results show that 1) Perceived Website Quality has a
positive and significant effect on Electronic Consumer Satisfaction, 2) Perceived Website
Quality has a positive and significant effect on Trust Electronic Consumers, 3) Electronic
Consumer Satisfaction has a positive and significant effect on Electronic Consumer
Confidence, 4) Electronic Consumer Trust has a positive and significant effect on Repurchase
Intentions.
Keywords
:
Perceived Website Quality; E-Consumer Satisfaction; E-Consumer Trust;
Repurchase Intention
INTRODUCTION
The rapid development of technology has a significant impact on human life. One of the
impacts is that many consumers are switching from conventional shopping to shopping online.
For this reason, it is important for companies and marketers who move digitally to be able to
retain their consumers to continue to make repurchases. The benefits of consumer buyback for
companies have already been discovered by Drilon et al., (2020) who say that consumers who
make repurchases spend more money to make their purchases and make more profit than new
consumers.
Curtis et al; Fang et al in Wijaya & Farida, (2018) define repurchase as the tendency of
a consumer to visit a website and consider buying products or services from the same online
store and have a commitment to the online store. While Albarq, (2021) define buyback as an
individual's decision to buy back services from the same company taking into account his
current situation and possible circumstances. Chiu & Cho, (2019) found that consumer
repurchase intention in online shopping has a significant relationship with consumer
confidence.
In addition to influencing satisfaction, website quality was also found to affect consumer
confidence as found by Al-Debei et al; Agag & El-Masry; Al-Qeisi et al in Septiari, (2018)
who said that there is a positive relationship between website quality and consumer trust.
Winnie in Wijaya & Farida, (2018) found that information quality (website content) and system
quality (website design and structure) are positively related to consumer trust. Furthermore, Qi
Injuruty: Interdiciplinary Journal and Humanity
Volume 2, Number 6, June 2023
e-ISSN: 2963-4113 and p-ISSN: 2963-3397
Determinants of Consumer Repurchase Intention on Tokopedia in Indonesia
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542
et al., (2018) stated that the effectiveness of the website has a significant effect on consumer
trust.
The massive shift of consumers who originally shopped conventionally to online was
also marked by the emergence of e-commerce. David Baum in Kasmi & Candra, (2017) said
that e-commerce is a dynamic set of technologies, applications and business processes that
connect companies, consumers and certain communities through electronic transactions and
trade in goods, services and information carried out electronically.
The emergence of e-commerce is due to the convenience it offers to consumers as found
by Chiu & Cho, (2019) who say that consumers have more choices and better offers from
various existing e-commerce websites. In addition to consumers, the emergence of e-commerce
also makes it easier for marketers to offer their products as found by Shin et al., (2013) who
said that e-commerce website consumers offer an easy and economical way for marketers to
distribute their products more effectively and reach potential consumers.
One proof of the large use of e-commerce today is that as many as 157 million people
have visited Tokopedia in the first quarter of 2022 (Purba & Setiyaningrum, 2022). The
increase in consumers who shop online in Indonesia from year to year is enough to make
marketers continue to make various efforts to make consumers make purchases again. Various
benefits offered by e-commerce to consumers ranging from convenience to promotions offered
are the reasons why not a few consumers currently prefer to shop through e-commerce.
Although e-commerce users in Indonesia have increased significantly, there are obstacles that
are often taken into consideration for consumers to shop using e-commerce, such as transaction
security and consumer trust. Therefore, this study will examine how a consumer's repurchase
intention can be influenced by various factors such as consumer confidence, consumer
satisfaction and website quality felt by consumers when shopping through e-commerce. So the
title taken by the researcher is "Determining Factors of Consumer Repurchase Intention on
Tokopedia in Indonesia”. A similar study was conducted by Wijaya et al., 2018. However, this
study’s objective was to evaluate previous studies’ findings, usings Tokopedia as a research
object. The aim of this study is to determine the variables that affect a consumer’s intention to
repurchase a product.
RESEARCH METHOD
The location of this research was carried out throughout Indonesia, targeting respondents
who have used Tokopedia for online purchasing as its main target. Therefore, the selection of
research sites is expected to provide maximum results in answering the hypotheses in the study
(Osatuyi et al., 2022).
This study uses a quantitative approach to test theories by examining the relationship
between existing variables (Sari et al., 2023). The data obtained will be analyzed statistically
in order to get precise accurate results. The purpose of quantitative analysis is to test hypotheses
and answer research problem formulations. The data used is primary data, which is data
obtained directly from the main source as a source of information needed for research purposes.
The data collection of this study was carried out using an online survey using Google Form
which was disseminated through social media which included Whatsapp and Instagram. The
Determinants Of Consumer Repurchase Intention On Tokopedia In Indonesia
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online survey method was chosen because it is effective in collecting data quickly and
efficiently for researchers. The research is measured using four variables to be analyzed,
namely perceived website quality, electronic consumer satisfaction, electronic consumer trust
and repurchase intenion. This study used the Partial Least Square (PLS) approach to structural
equation modeling (SEM), which employs statistical analysis of SEM to assess research
hypotheses.
RESULT AND DISCUSSION
1. Uji Validitas Konvergen (Convergent Validity)
Figure 1. First Convergent Validity Test Results
Source: Processed primary data (2023)
Based on the data in table 1, it was found that there were five indicator items that had
a loading factor of less than 0.7, including PWQ4, ECS3, ECT4, ECT5 and ECT6. The five
indicator items must then be removed in order to get a valid loading factor value ya h, ng.
The results of the convergent validity test in figure 1 are presented in the following table 1:
Table 1. Value Loading Factor First Convergent Validity Testing
Variabel
Indikator
Loading Factor
Perceived Website Quality
PWQ1
0,727
PWQ2
0,778
PWQ3
0,765
PWQ4
0,650
PWQ5
0,793
PWQ6
0,805
PWQ7
0,710
Electronic Consumer Satisfaction
ECS1
0,714
ECS2
0,777
ECS3
0,699
ECS4
0,726
ECS5
0,766
ECS6
0,829
Electronic Consumer Trust
ECT1
0,821
ECT2
0,778
ECT3
0,749
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ECT4
0,686
ECT5
0,683
ECT6
0,669
Repurchase Intention
RPI1
0,750
RPI2
0,844
RPI3
0,826
RPI4
0,721
RPI5
0,758
Figure 2. Second Convergent Validity Test Results
Based on the data in table 2 below, after removing indicators that do not meet the measurement
criteria which include PWQ4, ECS3, ECT4, ECT5 and ECT6, it was found that the loading
factor measurement results on all research indicators have met the established criteria of above
0.7. Based on these results, it can be concluded that the results of convergent validity testing
are declared valid. The results of the convergent validity test in figure 2 are presented in the
following table 2
Table 2. Value AVE
Variabel
Perceived Website Quality
Electronic Consumer Satisfaction
Electronic Consumer Trust
Repurchase Intention
Table 3. Discriminant Validity Test Results
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ECS
ECT
PWQ
RPI
ECS1
0,733
0,508
0,580
0,618
ECS2
0,788
0,624
0,742
0,638
ECS4
0,745
0,542
0,583
0,601
ECS5
0,786
0,569
0,692
0,660
ECS6
0,825
0,655
0,685
0,712
ECT1
0,669
0,850
0,684
0,638
ECT2
0,629
0,840
0,642
0,563
ECT3
0,575
0,810
0,596
0,577
PWQ1
0,615
0,577
0,747
0,610
PWQ2
0,669
0,614
0,799
0,573
PWQ3
0,681
0,657
0,770
0,637
PWQ5
0,674
0,589
0,784
0,566
PWQ6
0,695
0,639
0,811
0,635
PWQ7
0,596
0,466
0,712
0,496
RPI1
0,665
0,579
0,646
0,758
RPI2
0,661
0,588
0,594
0,839
RPI3
0,701
0,559
0,605
0,821
RPI4
0,595
0,551
0,559
0,726
RPI5
0,626
0,495
0,568
0,756
Source: Primary data processed (2023)
Table 4. Cronbach's Alpha and Composite Reliability Values
Variabel
Cronbach’s Alpha
Composite Reliability
Perceived Website Quality
0,863
0,898
Electronic Consumer Satisfaction
0,835
0,883
Electronic Consumer Trust
0,781
0,872
Repurchase Intention
0,839
0,886
Source: Primary data processed (2023)
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Figure 4. Results of PLS Bootstrapping Method
Table 5. Recapitulation of Hypothesis Test
Hypothesis
Information
H1: Perceived Website Quality Affects Electronic Consumer Satisfaction
Accepted
H2: Perceived Website Quality Affects Electronic Consumer Trust
Accepted
H3: Electronic Consumer Satisfaction Affects Electronic Consumer Trust
Accepted
H4: Electronic Consumer Trust Affects Repurchase Intention
Accepted
The Effect of Perceived Website Quality on Electronic Consumer Satisfaction
Based on the research conducted, it was found that the Perceived Website Quality variable
had a significant effect on the Electronic Consumer Satisfaction variable. This means that the
Tokopedia website has an important role in increasing consumer satisfaction with Tokopedia.
A high-quality website will provide a pleasant experience for consumers when shopping online.
Some things such as attractive website design and the ease of consumers to find the information
needed can provide a pleasant experience for consumers.
This result is in line with research that has been conducted previously by Wijaya & Farida,
(2018) which found that there is a significant relationship between website quality with
consumer satisfaction and consumer trust. Shin et al., (2013) also stated that website quality
has a positive effect on consumer satisfaction and confidence. In addition, Shin et al., (2013)
said that online shopping management should strive to ensure consumer satisfaction by offering
high-quality websites, which means that improving website quality is an important aspect in
creating consumer satisfaction and trust.
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The Effect of Perceived Website Quality on Electronic Consumer Trust
From the research conducted, it was found that the Perceived Website Quality variable
had a significant effect on the Electronic Consumer Trust variable. This means that the
Tokopedia website has an important role in increasing consumer trust in Tokopedia. A high-
quality website will provide a sense of security and trust for consumers when shopping online.
Things like feeling protected by the provider and the belief that sellers in the provider are honest
in doing business can provide a sense of trust for consumers.
This is in line with research conducted by Giao et al., (2020) which found that websites
have a positive and significant effect on trust. Giao et al., (2020) assert that the higher the
quality of the website, the higher the likelihood of consumers to trust online providers. In
addition, the results in this study are also supported by previous research conducted by Septiari,
(2018) which said that website quality has a positive effect on trust. Septiari, (2018) asserts
that website quality plays a more significant role in building trust.
The Effect of Electronic Consumer Satisfaction on Consumer Trust
From the research conducted, it was found that the Electronic Consumer Satisfaction
variable had a significant effect on the Electronic Consumer Trusu variable. This means that
the satisfaction felt by consumers with Tokopedia has an important role in increasing consumer
trust. The higher the satisfaction felt by consumers, the higher consumer trust in online
shopping providers.
This result is in line with research conducted by Firmansyah & Ali, (2019) which found
that consumer satisfaction has a significant effect on consumer confidence. In addition, this
result is also supported by research conducted by Tatang & Mudiantono, (2017) which found
that satisfaction has a significant effect on consumer confidence. These two studies reinforce
that satisfaction is one of the important factors that can increase consumer confidence.
The Effect of Electronic Consumer Trust on Repurchase Intentions
From the research conducted, it was found that the Electronic Consumer Trust variable
had a significant effect on the Repurchase Intention variable. This means that the trust felt by
consumers in Tokopedia has an important role in consumers' decisions to shop again at
Tokopedia. The higher the trust possessed by consumers, the higher the level of decision to
make a repurchase.
This result is in line with research conducted by Shin et al., (2013) which found that
consumer confidence is positively related to repurchase intent. Shin et al., (2013) say that
consumer trust is one of the most important prerequisites for online shopping success. Priscillia
et al., (2021) also found that consumer confidence positively affects repurchase intent. Priscillia
et al., (2021) said that a consumer's repurchase intention can occur because of trust in a brand,
the higher the level of consumer trust, the more bound consumers are to the brand. For this
reason, it is important for online shopping management to prioritize consumer trust.
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CONCLUSION
Based on the results of the analysis and discussion in the previous chapter, it was
concluded that the quality of the Tokopedia website which includes website design,
completeness and accuracy of information and ease of obtaining the information needed has a
significant influence on consumer satisfaction with Tokopedia. This result can be interpreted
that the higher the quality of the website perceived by consumers, the higher the resulting
consumer satisfaction. The quality of the Tokopedia website which includes website design,
completeness and accuracy of information and the ease of obtaining the information needed
has a significant influence on consumer trust in Tokopedia. Consumer satisfaction that comes
from interactions and pleasant experiences from shopping at Tokopedia has a significant
influence on consumer trust. Consumer trust derived from a sense of security, honesty and the
ability of sellers on Tokopedia to carry out business activities online has a significant influence
on repurchase intentions.
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Copyright holders:
Hanung Iman Setiahutama, Muchsin Muthohar (2023)
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