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.
