e-WOM POSPAY... HARUSKAH ??? Strategi Elektronic Word Of Mouth (e-WOM) POSPAY Melalui Percieved Usefulness Untuk Meningkatkan Repurchase Intention POSPAY PT PI
Helly Siti Halimah,1, Ratih Hurriyati,2, Heny Hendrayati,3,

Universitas Pendidikan Indonesia (UPI)

Abstract

ABSTRACT
Repurchase Intention is the intention to repurchase or transact again the same or a different product more than two times. To continue to maintain repurchase intention, it is necessary to carry out an appropriate strategy, one of which 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 consumers using Pospay at PT PI. The analysis is based on 201 respondents who are customers of PT Pos Indonesia (Persero) Pospay users in the passive category or who have not made any transactions for more than 3 consecutive months, collecting data through a survey questionnaire. The measurement technique for analyzing the research hypothesis used the Smart Partial Least Square (PLS) procedure version 3. The results showed that e-WOM had a positive and significant effect on Perceived Usefulness, e-WOM had a positive and significant effect on Repurchase Intention through Perceived Usefulness mediation. The advice that can be given is that the company must increase the frequency of viralizing and promoting Pospay on various social media so that it is better known to customers and the public, must complete service and payment product features on the application system to make it easier for customers to get information, need to expand payment partners so that customers make transactions easier and payment, besides that it is necessary to improve the quality of the security system in the Pospay application to minimize customer worries in the event of a disturbance, consider the feedback obtained from customer complaints to improve service quality so that customer interest in repeat transactions continues to increase, meaning that the company will earn sustainable revenue, and in the end can improve the performance of the company^s performance.

Keywords: e-WOM, Repurchase Intention, Perceived Usefulness, Pospay

Topic: Marketing Management, Relationship Marketing, Service Marketing