FACTORS AFFECTING INDONESIAN GEN Z CONSUMERS’ ONLINE REPURCHASE INTENTIONS FOR FAST FASHION BRANDS

Abstract

In the Covid-19 pandemic, Zara is facing the problem of excess inventory and inventory loss of up to 287 million euros. The purpose of this study is to explore factors that affect the repurchase willingness of Indonesian generation Z online consumers toward fast fashion brands and help Zara stimulate repurchase, further alleviating excess inventory problem at a relatively low cost. The independent variables used in the paper are brand loyalty, brand satisfaction, and after-sales service quality, while the dependent variable is repurchase intention. In order to obtain accurate data, this study adopted a quantitative method and collected 185 responses from Gen-Z online consumers in the Jabodetabek area through a questionnaire survey. In addition, the researcher used purposive sampling to collect data and use SPSS software for data analysis. The results show that brand loyalty, brand satisfaction and after-sales service quality can affect repurchase intention together. Brand loyalty and after-sales service quality have a significant impact on repurchase intention respectively. However, brand satisfaction has no significant effect on repurchase intention.