Analisis Efek Kualitas Layanan Dan Produk Terhadap Minat Beli Ulang Pelanggan E-Commerce

Puput Iswandyah Raysharie; Irawan Irawan; Lia Aulia Amanda Bakti; Lyvia Angelqica; Mutia Nisa; Nadia Salsabila Effendi; Rengga Andika Putra Herlambang; Selva Ayu Safitri; Yogi Agustin

doi:10.61132/lokawati.v2i1.502

Authors

Puput Iswandyah Raysharie Universitas Palangka Raya
Irawan Irawan Universitas Palangka Raya
Lia Aulia Amanda Bakti Universitas Palangka Raya
Lyvia Angelqica Universitas Palangka Raya
Mutia Nisa Universitas Palangka Raya
Nadia Salsabila Effendi Universitas Palangka Raya
Rengga Andika Putra Herlambang Universitas Palangka Raya
Selva Ayu Safitri Universitas Palangka Raya
Yogi Agustin Universitas Palangka Raya

DOI:

https://doi.org/10.61132/lokawati.v2i1.502

Keywords:

Customer Repurchase Interest, e-commerce, Service quality

Abstract

This study looks at customer behavior on e-commerce platforms, with a particular emphasis on Shopee in Indonesia. The study involved 102 respondents to evaluate the relationship between variables. The results show that these factors have an impact on the repurchase intention of e-commerce customers on Shopee. The study was conducted using quantitative methods and used SPSS for statistical analysis. The results show that the components present in this study have an influence on customer repurchase intention. However, other factors not present in this study, for example, price, user experience, and promotion, may have a greater impact on customer repurchase intention than other factors. This study provides an in-depth understanding of the components that influence customers' willingness to make repeat purchases on e-commerce platforms. While product and service quality remain important, companies and marketers should consider these additional elements when they create their marketing strategies. This calls for further future research using large samples and deeper analysis to understand this more complex context and help run businesses better in the ever-evolving e-commerce market.

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