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

DOI

10.2991/978-94-6463-443-3_62How to use a DOI?

Keywords

e-WOM; Repurchases Intention; Perceived Usefulness; Pospay

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Helly Siti Halimah
AU  - Ratih Hurriyati
AU  - Heny Hendryati
PY  - 2024
DA  - 2024/06/26
TI  - E-Wom Strategy Through Perceived Usefulness to Increase Repurchase Intention of Pospay Pt Pi
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 484
EP  - 488
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_62
DO  - 10.2991/978-94-6463-443-3_62
ID  - Halimah2024
ER  -