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The Influence of Online Trust, Sales Promotion and Electronic Word of Mouth on Repurchase Intention

In: Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)

Author

Listed:
  • Putri Adwi Ramadani

    (National University, Faculty of Economics and Business)

  • Resti Hardini

    (National University, Faculty of Economics and Business)

Abstract

The level of competition for e-commerce trade is getting tougher. Studies to support the sustainability of e-commerce are still in demand. This sustainability is demonstrated by interest in repurchasing. Therefore, this research examines the determining factors in increasing repurchase interest among Shopee e-commerce consumers in South Jakarta, Indonesia. The determining factors tested are online trust, sales promotion, and electronic word of mouth (e-WOM). Samples were taken from Shopee consumers who live in South Jakarta, Indonesia. Then, the collected data was analyzed using multiple regression. The results show that online trust, sales promotions, and enhanced e-WOM will increase interest in repurchasing. So, Shopee should continue to initiate positive comments that form e-WOM because this factor makes the biggest contribution to influencing repurchase interest compared to the other two factors.

Suggested Citation

  • Putri Adwi Ramadani & Resti Hardini, 2024. "The Influence of Online Trust, Sales Promotion and Electronic Word of Mouth on Repurchase Intention," Advances in Economics, Business and Management Research, in: Ahmad Farabi & Sharifah Nabilah Syed Salleh & Qurroh Ayuniyyah & Nawalin Nazah (ed.), Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023), pages 208-214, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-394-8_21
    DOI: 10.2991/978-94-6463-394-8_21
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