THE IMPACT OF E-SERVICE QUALITY TOWARDS REPURCHASING INTENTION: MEDIATED BY CUSTOMER PERCEIVED VALUE AND SATISFACTION

Abstract

Purpose The purpose of this study is to investigate the impact of e-service quality towards repurchasing intention which mediated by customer perceived value and satisfaction based on the Sociolla’s customer around JABODETABEK area. Sociolla is an e-commerce in Indonesia that selling and provided beauty product such as makeup, hair care, skin care, fragrance, and beauty tools. Design/Methodology/Approach A questionnaire with the total of 45 items statement was distributed digitally to the customer of “Sociolla” around JABODETABEK using purposive sampling method. This study was collected about 271 respondents that met the criteria of respondent. Before testing the hypotheses data were tested for its construct validity and reliability through factor analysis. The Structural Equation Model (SEM) analysis is used to test the research model in this study. Findings This study found that e-service quality has significant impact on customer perceived value, e-service quality has significant impact on customer satisfaction, customer perceived value has significant impact on customer satisfaction and customer satisfaction has significant impact on repurchasing intention. Originality/Value The Authors believe that this study is a different from the previous research that also explore about e-service quality. This study is investigating about the relationship between e-service quality and repurchasing intention which mediated by customer perceived value and satisfaction. This study help online business industry to understand about the important of e-service quality and the online customer perception in JABODETABEK area. Also, this study can help online business to provide the best service to the customer in order to gain the intention of customer in repurchasing.