Open AccessThe study of Tokopedia re-purchase intention during Covid-19 pandemic
Author(s) -
Putri Permata Sari,
Filda Rahmiati
Publication year - 2021
Publication title -
proceeding international conference on family business and entrepreneurship
Language(s) - English
Resource type - Journals
ISSN - 2620-3863
DOI - 10.33021/icfbe.v2i1.3539
Subject(s) - customer satisfaction , psychology , advertising , service quality , quality (philosophy) , covid-19 , database transaction , business , service (business) , marketing , computer science , medicine , database , philosophy , epistemology , disease , pathology , infectious disease (medical specialty)
This study aims to determine the impulsive behaviour using a brand image, brand ambassadors, service quality, and customer satisfaction on Tokopedia re-purchase intention. In this study, a quantitative approach was used to collect data from an online questionnaire (Google Form) for the Tokopedia users who had made a transaction more than once. The online questionnaire was distributed via social media and received 145 valid responses, with PLS-SEM being used to analyze the hypothesis testing of this research. The result shows that brand image indirectly influences the re-purchase intention of Tokopedia mediated by impulsive behaviour. The brand ambassador also has an indirect influence on the re-purchase intention of Tokopedia mediated by customer satisfaction and impulsive behaviour, and service quality has a direct and indirect influence on the re-purchase intention of Tokopedia mediated by customer satisfaction. Furthermore, customer satisfaction and impulsive behaviour have a significant influence on the re-purchase intention of Tokopedia. Tokopedia must pay attention to factors interested in re-purchase intention, which means that Tokopedia should maintain service quality and customer satisfaction and improve customers' experience when customers make impulsive behaviour.