Proceedings of the Tegal International Conference on Applied Social Science & Humanities (TICASSH 2022)

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The e-Relationship Marketing Effects on Repurchase

Authors
Ali Masjono Muchtar1, *, Elly Mirati1, Endang Purwaningrum1
1Accounting Department, Politeknik Negeri Jakarta, Depok, Jawa Barat, Indonesia
*Corresponding author. Email: ali.masjonomuchtar@akuntansi.pnj.ac.id
Corresponding Author
Ali Masjono Muchtar
Available Online 11 November 2022.
DOI
10.2991/978-2-494069-09-1_30How to use a DOI?
Keywords
E-RM; Repurchase intention; Repurchase; Free shipping; Discount
Abstract

This research aims to analyze the role of e-Relation Marketing (e-RM) in strengthening the relationship between repurchase intention and repurchase. E-RM is used by online store’s marketing programs to increase sales. In this research, free shipping is used as an e-RM indicator together with discount coupons and shopping points coupons. The research surveyed five well-known online stores in Indonesia, and 21.905 internet users accessed the stores online. A sample of 262 respondents from Jakarta and its rural areas took part in the study. The purposive sampling criteria were age between 20–35 years old, having a job, and having visited an online store at least one week ago. This study tested hypotheses using Smart PLS version 3 since it supports multivariable relationships. E-RM has the capability of changing customer behavior, especially for those who intend to buy something. In contrast, e-RM cannot act as a moderator, as it weakens the relationship between repurchase intention and actual repurchase. There are probably other variables or indicators involved to moderate, not only limited to free shipping and discounts. An online store marketing program may use e-RM and repurchase intention as independent variables to change customer behavior and increase sales.

Copyright
© 2023 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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Volume Title
Proceedings of the Tegal International Conference on Applied Social Science & Humanities (TICASSH 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
11 November 2022
ISBN
978-2-494069-09-1
ISSN
2352-5398
DOI
10.2991/978-2-494069-09-1_30How to use a DOI?
Copyright
© 2023 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.

Cite this article

risenwbib
TY  - CONF
AU  - Ali Masjono Muchtar
AU  - Elly Mirati
AU  - Endang Purwaningrum
PY  - 2022
DA  - 2022/11/11
TI  - The e-Relationship Marketing Effects on Repurchase
BT  - Proceedings of the Tegal International Conference on Applied Social Science & Humanities (TICASSH 2022)
PB  - Atlantis Press
SP  - 236
EP  - 250
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-09-1_30
DO  - 10.2991/978-2-494069-09-1_30
ID  - Muchtar2022
ER  -