Customer satisfaction as the mediator between e-service quality and repurchase intention in the case of Bukalapak e-commerce

The global digitalization trend has transformed businesses, resulting in an increase in the remote economy and e-commerce market. Within the dynamic landscape in Indonesia, Bukalapak competed by prioritizing a fair economy and supporting micro-enterprises. However, it holds the fourth position in terms of popularity, resulting in studies of the factors influencing consumer behavior. This research studied the mediating effect of customer satisfaction in the relationship between e-service quality towards repurchase intention, in the case of Bukalapak Indonesia, particularly in the context of Generation Z in East Java. This research collected data using simple random sampling through distributing online questionnaires. As a result, 385 qualified respondents that had used the Bukalapak e-commerce for transaction before were gathered. After analyzing the results of the online questionnaires using the PLS-SEM method, results showed that customer satisfaction does mediate the relationship between e-service quality and repurchase intention, as these three variables all have direct correlation with each other.

WILSON SMITH Ricky Wang (Advisor 1); Ruth Srininta Tarigan, S.Kom., MBA. (Examination Committee 1); Maria Natalia Damayanti Maer, S.S., M.A., Ph.D. (Examination Committee 2) Universitas Kristen Petra English Digital Theses Undergraduate Thesis Skripsi/Undergraduate Thesis Skripsi No. 34010510/MAN/2023; Wilson Smith (D11190249) CUSTOMER LOYALTY; CONSUMER BEHAVIOR; CONSUMER SATISFACTION; ELECTRONIC COMMERCE

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