CUSTOMER REPURCHASE INTENTION IN SHOPPING BEAUTY PRODUCT THROUGH ONLINE STORE (A SURVEY IN JAKARTA, INDONESIA)

Abstract

Purpose – The purpose of this study was to identify the online repurchase intention drivers in the beauty industry. Website quality mediated by trust, enjoyment, and e-WOM are factors that identified[Ma4] as the key driver of repurchase intention. Design/methodology/approach – The sample size used for this study was 396 respondents in greater Jakarta. This study using the confirmatory factor analysis method using AMOS to assess the construct reliability and validity, discriminant validity, goodness of fit, and the outcomes of the hypothesis testing have also been tested in this study. Further hypothesis testing was performed using structural equation modeling.[Ma5] Findings – The result indicates that website quality significantly influences the repurchase intention that is mediated by customer trust. The results of the relationship between trust toward enjoyment and e-WOM also show that the hypothesis is accepted. Moreover, the three variables, which are trust, enjoyment, and e-WOM, play a significant role in increasing repurchase intention. Therefore, the six hypotheses in this study are supported and approved from the results. Originality/value – This research will elevate the repurchase intention model in shopping beauty products online based on customer trust, enjoyment, e-word of mouth, and website quality. By far, the best research that has been done, this is the first study to use the variables mentioned above, and the relationship between trust and enjoyment is rarely addressed.