Repurchase Intention Of E-Commerce In The Covid-19 Era In Indonesia: Does Covid-19 Influence The Factors Of Repurchase Intention On Tokopedia?

Abstract

The coronavirus, or called the COVID-19, has affected almost all of the human life activities, including shopping activities. The restriction policy in each country, especially in Indonesia, forced people to buy the desired product through online shop platforms. With the emergence of this phenomenon, it is important to analyze whether the COVID-19 affects the aspects of Repurchase Intention on E-commerce. Thus, the aim of this study is to examine whether each aspect of Repurchase Intention namely E-service Quality, Satisfaction, and Trust, has a significant influence on Repurchase Intention in an e-commerce before and after moderation (in the COVID-19 era). Another aim is to analyze whether Online Shopping Experience moderates E-service Quality, Satisfaction, and Trust in influencing Repurchase Intention in an e-commerce, especially in the COVID-19 era. The method of this study is hypotheses testing technique, with a survey distributed online. The primary data of 137 samples were collected from Yogyakarta area, Indonesia, who created one or more transactions or purchases on the Tokopedia website or application in the past 12 months (before this study was conducted). The responses were analyzed and examined by two analytical tools; multiple linear regression analysis, and the moderated regression analysis (MRA). The multiple linear regression shows that E-service Quality would not influence Repurchase Intention in an ecommerce,

while each of Satisfaction and Trust has a significant influence on Repurchase Intention in an e-commerce. Furthermore, the MRA test shows that E-service Quality and Satisfaction has a significant influence on Repurchase Intention in an e-commerce after moderation (in the COVID-19 era), while Trust would not influence Repurchase Intention in an e-commerce after moderation (in the COVID-19 era). Also, the MRA test shows that Online Shopping Experience significantly moderates or strengthens E-service Quality on influencing Repurchase Intention in an e-commerce, especially in the COVID-19 era, while it would not strengthen Satisfaction and Trust on influencing Repurchase Intention.