THE ROLE OF E-COMMERCE CUSTOMER SATISFACTION TOWARDS CUSTOMER REPURCHASE INTENTION (THE CASE STUDY OF ALIBABA CHINESE LIVING IN INDONESIA)

Abstract

Purpose The purpose of this research is to find out the influence of website quality in the dimension of website design, reliability, privacy security and customer service towards customer satisfaction as well as the influence of customer satisfaction towards repurchase intention. Design/methodology/approach Questionnaire of this research which include 25 questions was distribute to 404 respondents who are Chinese living in Indonesia more than 1 year. The demographic factor was divided into gender, age, occupation and use times. This research use validity teat to analyze factor and Cornbrash s alpha to test the reliability. Use Structural Equation Model applied to test hypothesis. Findings This research has found that privacy and customer service have influence on customer satisfaction. The result also shows customer satisfaction has significant influence on repurchase intention. While the two factors which are website design and reliability have no significant influence towards repurchase intention. Originality/value This research is considering influence of website design, reliability, privacy security and customer service on customer satisfaction and repurchase intention. In order to know more about Alibaba s Chinese customer in Indonesia.