Effect of E-Satisfaction toward E-Repurchase Intention on

E-Commerce Platform

Puspa Yudha Utama, Naili Farida, Dina Lestari and Robetmi Jumpakita Pinem

Department of Business Administration, Faculty of Social and Political Sciences, Diponegoro University

Jl.Prof.H.Soedharto,SH, Tembalang Semarang, Indonesia 50275

Corresponding: robetmijumpakita@yahoo.com

Keywords: E-commerce, customization, awareness, interactive contact, e-satisfaction, Brand preference e-repurchase

intention.

Abstracts: The aims of this research was to examine the effects of customization, awareness, interactive contacts on

e-commerce customer satisfaction, then identify the effect of e-commerce customer satisfaction toward

e-repurchase intentions. Respondent in this research amount 209 respondent and analysis Structural

Equation Model (SEM) software AMOS 22.0. The results showed that customization, awareness and

interactive contacts have a significant influence on e-commerce customer satisfaction, e-commerce

customer satisfaction has a significant effect on brand preference and finally, brand preference has a

significant intention of repurchasing e-commerce customers.

1 INTRODUCTION

Advances in technology and telecommunications

support the development of internet technology. The

company's ability to adapt changes in economic

globalization has a positive correlation between

company's competitive ability with its competitors.

Companies that are able to compete in the

competition is a company that is able to implement

the technology into the company. One type of

technology implementation in terms of increasing

business competition and product sales is by using

electronic commerce (e-commerce) to market

various goods or services, both in physical and

digital (Almilia, 2005). Mastel reported internet

users in Indonesia on 2017 keep increasing until

143.26 million around 54.68% Indonesia population

(262 million).

This phenomenon affects the trend of online

shopping in Indonesia, which tend to increase.

Penetration of Internet users that continue to expand,

it can provide many opportunities for e-commerce

business in Indonesia; E-commerce is growing very

rapidly. Visa credit card companies report that their

client's internet payments totaled $ 13 billion / year

and keep growing every year(Gefen, 2000).

Business is inseparable from a risk, as well as e-

commerce business. Consumers often face the risk

of dissatisfaction while shopping online. The results

of research conducted by Rakuten Smart Shopping

Survey in 2013 showed that consumers in Indonesia

as much as 84% feel dissatisfied with his online

shopping experience. As many as 49% of the

respondents feel dissatisfied because the products

they get differ from what they expect. The

phenomenon of the gap is causing interest to do

research, in order to know more deeply the factors

that affect the satisfaction and intention of

repurchasing e-commerce customers. Knowledge of

the factors that affect the satisfaction and the

intention of repurchasing e-commerce customers is

expected to minimize the risk of e-commerce

customer dissatisfaction that can negatively affect

the company.

Haverila shows that customer satisfaction and

repurchase intention variables have a significant

influence (Haverila, 2011). Further Shin et.al

foundthat customer satisfaction had no significant

effect on repurchase intention, as well as site quality

variables, but customer trust and customer

commitment variables significantly affected

repurchase intention (Shin et.al. 2014). Chang and

Chen has the opposite proof that customization,

interactivity, convenience, character has no effect on

Utama, P., Farida, N., Lestari, D. and Pinem, R.

Effect of E-Satisfaction toward E-Repurchase Intention on E-Commerce Platform.

DOI: 10.5220/0008891206090613

In Proceedings of the 7th International Conference on Multidisciplinary Research (ICMR 2018) - , pages 609-613

ISBN: 978-989-758-437-4

609

customer satisfaction, and e-loyalty is not influenced

by customer satisfaction (Chang and Chen, 2008, p.

2927). Lee et.al. found evidence that e-satisfaction

had significant effect on repurchase intention,

overall e-service quality variable, website

information satisfaction, and system satisfaction had

significant effect on e-satisfaction (Lee et.al. 2009),

then Noyan and Simsek and customer satisfaction

has a strong correlation to repurchase intentions, but

stronger customer satisfaction affects the intention

of customer buybacks (Noyan and Simsek, 2012).

Based on previous research, aware that the need for

information interest factors trigger e-repurchase

intention is relevant and reliable is needed. The need

for this information makes this research interesting

to do.

E-commerce customer satisfaction and

repurchase research will be more focused on fashion

business, because there is a tendency in the use of e-

commerce facilities used for fashion shopping.

Based on research conducted by Nielsen Global

Online Survey in 2010, obtained the results of all

who intend to spend 38 percent online shopping

fashion. The test model of this research is to

examine the relationship between the factors that

affect e-commerce customer satisfaction. Next,

examine the effect of satisfaction on the intention of

repurchase through brand preferences of e-

commerce customers in Indonesia.

This research was conducted using online

shopper in fashion field in Semarang city as

respondent. Nevertheless, e-repurchase intention on

fashion products in Semarang city tends to be low

when compared with the growth of internet users is

quite high. Knowledge of the factors that trigger e-

commerce customer satisfaction, and brand

preference is expected to trigger increased customer

satisfaction, thus affecting the increase of e-

repurchase intention.

2 THEORETICAL REVIEW

Business relates the marketing aspect. The

marketing base of the product develops with the

times. Business trade is increasingly global with the

technology in the application of product marketing

that is by using internet. The form of marketing on

the internet is known as e-commerce or electronic

commerce.

The dynamism of consumer behavior raises

interest in the development of consumer behavior

studies as well as marketing strategies. An event will

change the behavior, the development of the internet

that impact e-commerce raises also affect consumer

behavior. The importance of studying consumer

behavior is a mechanism for achieving business

success. The suitability between the products offered

on the e-commerce site with the expected consumers

will create satisfaction, so it can bring the intention

to buy back in the minds of consumers. The creation

of such cycles will positively correlate to the e-

commerce business earnings, so profit can be

increased.

The next theory that supports this research is the

reasoned action theory that explains that humans

make a rational decision based on the information

available to them, and the best determinant of a

person's behavior is the intention, which is the

cognitive representation of the readiness to perform

certain behaviors (Ajzen and Fishbein, 1980).

Management of a good e-commerce system can lead

to the intention of buying site visitors, so there is

hope sustainability of the intention is the act of

purchasing and get satisfaction thereafter. Satisfied

customers will have a tendency to have an intention

to repurchase.

One determinant of the success of companies

that have e-commerce services in establishing

relationships with customers is to meet the

expectations or desires of e-commerce customers.

The expectation confirmation theory indicates that if

the company cannot meet customer expectations

well, indirectly the customer will give a bad

appraisal or impression too, the brand preference

will not be formed, so the intention of repurchase is

difficult to create because customer satisfaction is

not fulfilled.

Customization: the suitability of products,

services, and the transactional environment adds to

the possibility that the customer will get something

from the expected (Srinivasan, 2002).

Care: consideration that the e-retailer delivers

everything to customers both before and after

making a purchase, to assist in direct transactions

and long-term relationships with customers

(Poleretzky, 1999).

Contact interactively: availability and

effectiveness of customer support tools on the

website and facilitating two-way communication

with customers (Alba etal. 1997).

E-satisfaction: the feeling of pleasure or

disappointment of someone who comes from the

comparison between the performance and the

outcome of a product to his expectations (Kotler and

Armstrong, 2007).

Brand preferences: is the level at which

consumers want services provided by a company as

ICMR 2018 - International Conference on Multidisciplinary Research

610

a comparison to services provided by other

companies with a series of considerations (Hellier,

2003).

E-repurchase intention: A repurchase is a

repurchase action of a product from the same

supplier after the purchase, created by customer

satisfaction with a product purchased or consumed

beforehand.

Figure 1: Framework.

2.1 Hypothesis

H1: Customization has significant effect on e-

satisfaction.

H2: Care has significant effect on e-satisfiction.

H3: Contact interactively has significant effect on e-

satisfaction.

H4: E-satisfaction has significant effect on brand

preference.

H5: Brand preference has significant effect on e-

repurcase.

3 METHOD

This research includes explanatory research. This

study was conducted to test the hypothesis by testing

the relationship to all variables studied (causal

research). The analysis tool used is structural

equation model (SEM) software AMOS 22.0. Data

collected by questionnaire amount 209 respondents

who had purchased online. Sampling technique used

by using purposive sampling with criteria as follows,

1. Consumers have visited and made purchase

transactions of products on e-commerce sites in

the last 3 months.

2. Consumers domiciled in Semarang.

3. Minimum age of 17 years.

4 RESULTS

The modification model that was built consisted of

16 manifest variables, latent variables as much as 6,

with exogenous as many as 5 variables, and

endogenous as many as 3 variables. Based on the

modification model obtained three equations:

ES = 0.61 CUSTOM + 0.82 CARE + 0.51 CI + e (1)

BP = 0.58 ES + e (2)

ERI = 0.85 BP + e (3)

Based on the results of testing the goodness of fit

of model obtained the results of all criteria of

goodness of fit fulfilled, thus the model

hypothesized fit with the data or in other words the

goodness of fit of model.

Table 1: Result of Goodness of Fit.

Goodness of fit index Cut off value Result

Significance Probability 0,061 ≥ 0,05 Good

RMSEA 0,033 ≤ 0,08 Good

CMIN/DF 1,232 ≤ 2,00 Good

TLI 0,963 ≥ 0,90 Good

CFI 0,970 ≥ 0,95 Good

5 DISCUSSION

Based on the AMOS output table, the estimate value

for the Customization, Caring, and Interactive

Relationship to the E-Satisfaction variable is 0.611;

0.819; 0.508 which means variability of variable E-

Satisfaction which can be explained by variability of

variable Customization, Caring, and Interactive

Relations equal to 61,1%; 81.9%; 50.8%. The rest is

explained by other variables outside the research

model. Then, the value of estimate for the variable

of E-Satisfaction to Brand Preference is 0.577 which

means variability of Brand Preference variable

which can be explained by variability of E-

Satisfaction variable equal to 57,7%. Furthermore,

the value of estimate for Brand Preference variables

on E-Repurchase Intention of 0.852, which means

variability of E-Repurchase Intention variables that

can be explained by variability of Brand Preference

variables of 85.2%. Then the results of the research

hypothesis testing obtained results as follows.

Effect of E-Satisfaction toward E-Repurchase Intention on E-Commerce Platform

611

Tabel 2: Hypothesis testing.

Hipotesis Probabilitas Hasil

Customization → E-

Satisfaction

*** Accepted

Care → E-Satisfaction 0,050 Accepted

Contact interactive → E-

Satisfaction

0,011 Accepted

E-Satisfaction→ Brand

Preference

*** Accepted

Brand Preference → E-

Repurchase Intention

*** Accepted

The customization variable affects e-satisfaction

with a signification of 0,000 (***). The results of

this study corroborate the results of previous

research (Srinivasan etal.2002, p. 41; Anwar and

Gulzar,2011, p. 46; Alba etal.1997, p. 38-53) that

the suitability provided by the fashion website page

e-commerce, includes products, services and

transactional environment positively correlated to e-

commerce customer satisfaction. Then the

awareness given by the website of e-commerce

fashion website to its customers will be able to

create customer satisfaction, as well as interactive

relationship provided by the website of e-commerce

fashion website to its.Customers will affect the

customer satisfaction; this is indicated by the results

of research that the variables of concern affect e-

commerce customer satisfaction of 0.050, interactive

relationship variables affect customer satisfaction of

0.011.

Furthermore, e-commerce customer satisfaction

is found to affect customer preferences for a brand,

as indicated by a signification result of 0,000, this

reinforces the findings of Hellier and Ngutji (Hellier,

2003, p. 1770and Ngutji, 2014, p. 160).

The result is also known that the e-commerce

customer preference for a brand will affect the

repurchase intention which it will do with the

signification of 0.000. The results of this study

reinforce previous findings, namely Hellier argues

that there is a causal relationship between the

disposition of services favored by customers from

brand preference and customer willingness to buy

back products from the same supplier (Hellier, 2003,

p.1768). Then Princess states that the preference to a

brand is very influential on the interest to buy back

(Princess, 2014, p. 6).

6 CONCLUSIONS AND

SUGGESTIONS

Based on the results of the analysis and

discussion in the previous chapter can be taken

several conclusions of research as follows;

a. Customization has a significant positive effect

on the e-satisfaction of the company-

commerce. The better the customization

performed by e-commerce companies, the

higher the ¬customer satisfaction that makes

purchases on web-commerce.

b. Care has a significant positive effect on e-

commerce companies. The better the awareness

given by e-commerce companies to consumers,

the higher the satisfaction of consumers who

make purchases on webe-commerce.

c. Contact interactively has a significant positive

effect on the e-commerce of e-commerce

companies. The better interactive relationships

that e-commerce companies make to

consumers, the higher the satisfaction of

consumers who make purchases on webe-

commerce.

d. E-satisfaction has a significant positive effect

on brand preference. The higher the consumer

satisfaction of a product, the higher the brand

preference will be the product.

e. Brand Preference has a significant positive

effect on e-repurchase intention. The higher the

consumer brand preference for a product, the

higher the intention of customer buys back to

an e-commerce product.

There are several suggestions for further

research:

1. Display website is expected to show more

brand products, so that consumers can connect

the perception of the brand with the product to

be purchased, so that the preference of the

brand more easily created.

2. Fashion website is expected to regularly

conduct regular surveys to customers, in order

to better know the suitability of products and

services provided, with the required by the

customers.

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