THE INFLUENCE OF TOKOPEDIA BUSINESS STRATEGY ON REPURCHASE INTENTION

Abstract

Purpose – This research aims to examine the influence of sales promotion, brand trust, customer experience, lifestyle, and service quality to Tokopedia online repurchase intention. Design/Methode - The researcher used a quantitative method as the main approach in this research. In order to examine the study's findings, the researcher used the data that was

collected from the 225 respondents. One of the statistical tools in data analysis is Partial- Least Squares Structural Equation Modelling or known as PLS-SEM. PLS-SEM.

Findings - All hypotheses in this study are accepted, all factors of Sales Promotion (P), Brand Trust (BT), Customer Experience (CE), Lifestyle (LS), Service Quality (SQ), to Online Repurchase Intention (PI), has a positive influence to Tokopedia Online Repurchase Intention. Practical Implications – Because aspects of all variables of of Sales Promotion (P), Brand Trust (BT), Customer Experience (CE), Lifestyle (LS), Service Quality (SQ), to Online Repurchase Intention (PI), has a positive influence to Tokopedia Online Repurchase Intention. It has been proven to influence online repurchase intention, it is crucial for companies to maintain this positive trend. The results of this study certainly have practical implications, particularly regarding digital business strategies or e-commerce and consumer behavior in large cities.