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

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Helly Siti Halimah

    (Universitas Pendidikan Indonesia, Manajemen, FPEB)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia, Manajemen, FPEB)

  • Heny Hendryati

    (Universitas Pendidikan Indonesia, Manajemen, FPEB)

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.

Suggested Citation

  • Helly Siti Halimah & Ratih Hurriyati & Heny Hendryati, 2024. "E-Wom Strategy Through Perceived Usefulness to Increase Repurchase Intention of Pospay Pt Pi," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 484-488, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_62
    DOI: 10.2991/978-94-6463-443-3_62
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