E-Wom Strategy Through Perceived Usefulness to Increase Repurchase Intention of Pospay Pt Pi

Helly Siti Halimah (), Ratih Hurriyati and Heny Hendryati
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Helly Siti Halimah: Universitas Pendidikan Indonesia, Manajemen, FPEB
Ratih Hurriyati: Universitas Pendidikan Indonesia, Manajemen, FPEB
Heny Hendryati: Universitas Pendidikan Indonesia, Manajemen, FPEB

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 484-488 from Springer

Abstract: Abstract Repurchase Intention is the intention to repurchase or transact the same or a different product more than two times. One of the appropriate strategies to continue maintaining repurchase intention is through e-WOM. This study aims to determine the effect of the e-WOM relationship on Repurchase Intention through Perceived Usefulness as mediation for Pospay’s consumers at PT PI. The analysis is based on 201 respondents using Pospay in the passive category or have not made any transactions for more than three months, collecting data through a survey questionnaire. The measurement technique for analyzing used the Smart Partial Least Square version 3. The results showed that e-WOM had a positive and significant effect on Perceived Usefulness, and e-WOM limited a positive and significant effect on Repurchases Intention through Perceived Usefulness mediation. The conclusions and recommendations are that PT PI must increase the frequency of viral and promoting Pospay on various social media, must complete service and payment product features, need to expand payment partners to make transactions and payments easier, have to improve the quality of the security system on the Pospay application and consider the feedback obtained from the customer complaints to improve service quality.

Keywords: e-WOM; Repurchases Intention; Perceived Usefulness; Pospay (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_62

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