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

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

Author

Listed:
  • Ihda Farhatun Nisak

    (Universitas Pendidikan Indonesia)

  • Lili Adi Wibowo

    (Universitas Pendidikan Indonesia)

  • Lisnawati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

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.

Suggested Citation

  • Ihda Farhatun Nisak & Lili Adi Wibowo & Lisnawati & Heny Hendrayati & Ratih Hurriyati, 2024. "Enhancing Online Repurchase Intention: Unveiling the Crucial Role of Digital Customer Experience among Bukalapak Users," 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 514-521, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_67
    DOI: 10.2991/978-94-6463-443-3_67
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