Enhancing Online Repurchase Intention: Unveiling the Crucial Role of Digital Customer Experience among Bukalapak Users Ihda Farhatun Nisak, Lili Adi Wibowo, Lisnawati, Heny Hendrayati, Ratih Hurriyati
Universitas Pendidikan Indonesia
Abstract
The problem of online repurchase intention on Bukalapak can be seen from the high percentage of complaints on the Bukalapak application. The purpose of this study was to determine the effect of digital customer experience on online repurchase intention. The research method used is descriptive and verification research with Bukalapak user analysis units with a population of 2,152,230 and samples taken as many as 100 respondents using simple random sampling statistical tests used using SEM-PLS. The results showed that there is a significant influence between digital customer experience on online repurchase intention. Therefore it is necessary to increase Bukalapak^s online repurchase intention by improving the digital customer experience.
Keywords: Digital Customer Experience, Online Repurchase Intention, E-Commerce, Bukalapak, Consumer
Topic: Marketing Management, Relationship Marketing, Service Marketing
