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

DOI

10.2991/978-94-6463-443-3_67How to use a DOI?

Keywords

Bukalapak; Digital Customer Experience; Online Repurchase Intention

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.

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  - Ihda Farhatun Nisak
AU  - Lili Adi Wibowo
AU  - Lisnawati
AU  - Heny Hendrayati
AU  - Ratih Hurriyati
PY  - 2024
DA  - 2024/06/26
TI  - Enhancing Online Repurchase Intention: Unveiling the Crucial Role of Digital Customer Experience among Bukalapak Users
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 514
EP  - 521
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_67
DO  - 10.2991/978-94-6463-443-3_67
ID  - Nisak2024
ER  -