The Effect of Cashback and Free Shipping, Customer Satisfaction, and Product Diversity on Consumer Buying Interest in Marketplace: Study on University of Sumatra Utara Students Using Tokopedia, Shopee, and Bukalapak

Rikka Pratiwi Walga, Onan Marakali Siregar

2022

Abstract

The sophistication of informatics and technology brings various innovations in various fields. The invention from the culture makes a significant impact on business. Its creation meant a new platform called the marketplace. People can buy and sell activities effectively and flexibly in the marketplace in many product diversity. To attract their target and build consumer satisfaction, most of the marketplace gives Cashback and Free shipping to the consumer in their transaction. This study aims to analyze the effect of Cashback and free shipping on repurchase intention, the impact of customer satisfaction on repurchase interest, and how product diversity influences repurchase interest in students application users Marketplace at the University of Sumatra Utara. The research uses a comparative quantitative. The population in this study were students who used the Shopee, Tokopedia, and Bukalapak applications at USU, with a total sample of 99 respondents, and the sampling technique used purposive sampling. The collection technique used is primary data and secondary data. The data analysis methods used in this study are validity and reliability tests, classical assumption tests, multiple linear analysis, partial tests, simultaneous tests, and tests of determination obtained by using SPSS software application tools. The result of this research shows that partially every independent variable for the repurchase interest in the marketplace is different. Meanwhile, in simultaneous testing, the cashback and free shipping variables, consumer satisfaction, and product diversity simultaneously influence the repurchase interest in the marketplace. In the determination test, it is known that the value of the adjusted R square on the Cashback and free shipping variables, consumer satisfaction, and product diversity on repurchase interest in the Shopee marketplace is 63.7%, while the adjusted R square value on Tokopedia is 59.9%, and the amount the adjusted R square value in the Bukalapak application is 27.7%.

Paper Citation

in Harvard Style

Pratiwi Walga R. and Marakali Siregar O. (2022). The Effect of Cashback and Free Shipping, Customer Satisfaction, and Product Diversity on Consumer Buying Interest in Marketplace: Study on University of Sumatra Utara Students Using Tokopedia, Shopee, and Bukalapak. In Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP, ISBN 978-989-758-618-7, SciTePress, pages 63-68. DOI: 10.5220/0011510600003460

in Bibtex Style

@conference{icosop22,
author={Rikka Pratiwi Walga and Onan Marakali Siregar},
title={The Effect of Cashback and Free Shipping, Customer Satisfaction, and Product Diversity on Consumer Buying Interest in Marketplace: Study on University of Sumatra Utara Students Using Tokopedia, Shopee, and Bukalapak},
booktitle={Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,},
year={2022},
pages={63-68},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011510600003460},
isbn={978-989-758-618-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,
TI - The Effect of Cashback and Free Shipping, Customer Satisfaction, and Product Diversity on Consumer Buying Interest in Marketplace: Study on University of Sumatra Utara Students Using Tokopedia, Shopee, and Bukalapak
SN - 978-989-758-618-7
AU - Pratiwi Walga R.
AU - Marakali Siregar O.
PY - 2022
SP - 63
EP - 68
DO - 10.5220/0011510600003460
PB - SciTePress