Enhancing Online Repurchase Intention: Unveiling the Crucial Role of Digital Customer Experience among Bukalapak Users

Ihda Farhatun Nisak (), Lili Adi Wibowo, Lisnawati, Heny Hendrayati and Ratih Hurriyati
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Ihda Farhatun Nisak: Universitas Pendidikan Indonesia
Lili Adi Wibowo: Universitas Pendidikan Indonesia
Lisnawati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 514-521 from Springer

Abstract: Abstract The online repurchase intention on Bukalapak, a popular e-commerce platform, is evident through the high percentage of complaints registered on the Bukalapak application. This challenge underscores the importance of investigating the factors influencing users’ intentions to make online repeat purchases. The primary objective of this study is to comprehensively examine the impact of digital customer experience on online repurchase intention among Bukalapak users. To achieve this, the research employs a combination of descriptive and verification research methods, focusing on users of the Bukalapak platform. The study encompasses a vast population of 2,152,230 potential respondents. To ensure the research remains manageable and representative, a sample size of 100 respondents is selected using the simple random sampling technique. This statistical approach enabled the research team to extract a diverse yet manageable subset of users from the larger population for in-depth analysis. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was employed to analyze data. The preliminary findings of this study reveal a noteworthy connection between digital customer experience and online repurchase intention. These results emphasize the pivotal role of user experience in shaping users’ intentions to continue shopping on Bukalapak’s platform. In light of these findings, it becomes evident that there is a compelling need for strategies to enhance Bukalapak’s online repurchase intention.

Keywords: Bukalapak; Digital Customer Experience; Online Repurchase Intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_67

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