Measuring Repurchase Intention on Fashion Online Shopping

Abstract

The internet has become one of many ways for consumers to shop. With the rapid development of internet connection, online shopping has become increasingly popular around the world. All forms of conveniences available through online businesses have lured consumers to switch from offline shopping to online slowly. This research emphasizes the influence of e-service convenience on customer satisfaction, perceived service value, and repurchase intention on fashion online shopping websites in Surabaya. The sample is taken from 115 Surabaya respondents. The sampling technique uses a non-random sampling technique. The analytical method used is the partial least square (PLS). The results show that e-service convenience has a significant impact on customer satisfaction, customer satisfaction has a significant impact on repurchase intention, e-service convenience has a significant impact on repurchase intention, and perceived value has a significant impact on repurchase intention. The results also show the importance of customer satisfaction which influences repurchase intention. Online fashion business owners must promote their websites so that more consumers know about the existence of online shopping fashion websites. Business owners must also increase the convenience and comfort of consumers in shopping online.