Analisis E-lifestyle dan E-Word Of Mouth terhadap Repurchase Intention Secara Online (Survei pada pelanggan produk fashion online Berrybenka di Fan Page Instagram)
Abstract
Fenomena dalam perbelanjaan online membuat para pelaku bisnis memilih sektor e-commerce dan strartup semakin tumbuh di pasaran Indonesia menjadikan peluang bagi para pelaku bisnis untuk menjual produk fashion mereka salah satunya pembuatan e-commerce. Di era digital ini pelanggan lebih mengutamakan kepraktisan dinaungi oleh teknologi tinggi. Tujuan penelitian ini adalah mengukur gambaran dan pengaruh dari E-lifestyle dan E-Word of mouth terhadap repurchase intention secara online survei pada pelanggan produk online di Berybenka. Peneliti ini menggunakan metode deskriptif dan verifikatif, dimana SEM (Structural equation Modeling) digunakan untuk menganalisis data secara statistika. Unit analisis penelitian adalah pelanggan yang telah berbelanja online fashion di Berrybenka sebanyak 200 responden di fanpage instagram. Hasil penelitian menunjukan repurchase intention akan berpengaruh baik apabila dilihat dari karakteristik E-lifestyle dan pembelian ditinjau dari E-Word of mouth. Hasil penelitian secara keseluruhan menunjukan bahwa terdapat pengaruh yang signifikan dari E-lifestyle dan E-Word of mouth terhadap repurchase intention.
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DOI: https://doi.org/10.17509/jimb.v9i1.12978
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