The Influence of Customer Experience and E-Service Quality on Online Repurchase Intention through Customer Satisfaction (Study on KlikIndomaret Application Consumers)
Keywords:
Customer Experience, E-Service Quality, Customer Satisfaction, Repurchase Intention, OmnichannelAbstract
Increasing competition in the e-commerce industry, coupled with persistent technical issues and service complaints associated with the KlikIndomaret application, may reduce consumers' online repurchase intention. This study aims to analyze the effects of customer experience and e-service quality on online repurchase intention, with customer satisfaction serving as a mediating variable. An explanatory quantitative approach was employed using a cross-sectional survey design. The study was conducted among KlikIndomaret users across Indonesia, involving 202 respondents selected through purposive and snowball sampling techniques. Data were collected using an online questionnaire with a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that both customer experience and e-service quality have a positive and significant direct effect on customer satisfaction and online repurchase intention. Furthermore, customer satisfaction positively influences online repurchase intention and partially mediates the relationships between customer experience, e-service quality, and online repurchase intention. These findings suggest that enhancing customer experience and electronic service quality can increase customer satisfaction, which subsequently encourages consumers to make repeat purchases. Therefore, companies are encouraged to continuously improve omnichannel integration, data protection, and system reliability to further optimize customer satisfaction.References
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