PENGARUH ONLINE CUSTOMER EXPERIENCE TERHADAPONLINE REPURCHASE INTENTION : Survei pada Konsumen Beauty E-Commerce Sociolla di Indonesia

• Main Author: Khansa As-S (Author)
• Format: Book
• Published: 2023-01-27.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/88369/1/S_MBS_1805547_Title.pdf; http://repository.upi.edu/88369/3/S_MBS_1805547_Chapter1.pdf; http://repository.upi.edu/88369/4/S_MBS_1805547_Chapter2.pdf; http://repository.upi.edu/88369/5/S_MBS_1805547_Chapter3.pdf; http://repository.upi.edu/88369/6/S_MBS_1805547_Chapter4.pdf; http://repository.upi.edu/88369/2/S_MBS_1805547_Chapter5.pdf; http://repository.upi.edu/88369/7/S_MBS_1805547_Appendix.pdf
• Keywords: HF Commerce; L Education (General)

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari online customer experience terhadap online repurchase intention pada konsumen beauty e-commerce Sociolla di Indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan simple random sampling dengan ukuran sampel berjumlah 200 responden yang merupakan konsumen Sociolla yang tergabung dalam followers akun @soco pada aplikasi SOCO by Sociolla. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM) dengan menggunakan AMOS for Windows. Hasil temuan pada penelitian ini menemukan bahwa gambaran online customer experience dan online repurchase intention berada di kategori baik. Online customer experience memiliki pengaruh positif dan signifikan terhadap online repurchase intention. Temuan ini menunjukkan bahwa penciptaan online customer experience yang dilakukan Sociolla akan meningkatkan online repurchase intention pada konsumen beauty e-commerce Sociolla di Indonesia. This study aims to obtain an overview and influence of the online customer experience on online repurchase intention for Sociolla beauty e-commerce consumers in Indonesia.. This study uses descriptive and verification methods with a quantitative approach. The method used is simple random sampling with a sample size of 200 respondents who are Sociolla consumers who are members of the @soco account followers on the SOCO by Sociolla application. The data were statistically processed using the Structural Equation Modeling (SEM) analysis using AMOS for Windows. The findings in this study found that the online customer experience and online repurchase intention are in the good category. Online customer experience has a positive and significant influence on online repurchase intention. These findings indicate that the creation of an online customer experience by Sociolla will increase online repurchase intention on Sociolla's beauty e-commerce consumers in Indonesia.