Factors Affecting Repurchase Intention On E-Marketplace Among Millennials In Indonesia

Abstract

The objective of this study is to examine the variables that contribute to customer repurchase intention in Indonesia. The finding can help the developer and founder of a new platform or application to create a more attractive, safe and secure application to give guarantees for online shoppers. This research uses a quantitative approach in which data can be measured on a numerical scale. In addition, the researchers employed a survey method with a 5-point Likert scale to collect primary data from the study's findings.The population of this study is the millennial generation in Jakarta, aged 25 to 40 years old. The current study used a questionnaire with a five-point Likert scale as the data gathering method. First part of the questionnaire is about participants' experience with e-marketplace. It consists of 29 items.

The results of this study show that there are perceived benefit does not have a significant impact on customer satisfaction. Perceived risk does not have a significant impact on customer satisfaction. Perceived ease of use does not have a significant impact on customer satisfaction. Similarly, perceived usefulness does not have a significant impact on customer satisfaction. In this study, it is found that customer satisfaction has a significant impact on repurchase intention. This result relevant with customer satisfaction in the e-marketplace plays an important role in repurchasing intention. E-marketplaces should continue to develop their services, facilities, and products in order to ensure that customers who have already purchased their items are satisfied and will continue to do so in the future. E-marketplace should further improve services such as giving more choices and options for goods so that customers can find the desired item more easily.