The Effect of Perceived Ease of Use, Perceived Usefulness, and Social Media Marketing Toward Repurchase Intention Tokopedia Indonesian Consumer Through Customer Satisfaction
Abstract
Currently, the development of e-commerce in Indonesia is experiencing the second fastest growth after Vietnam and is projected to continue to grow. Therefore, it is important for e-commerce to implement various strategies to attract customers to make repeat purchases and maintain their existence. This study aims to explain how the influence of perceived ease of use, perceived usefulness, and social media marketing on repurchase intention influences Tokopedia Indonesia’s customer satisfaction. The type of data used in this study is quantitative using the SEM-PLS method with a sample of generation Z research of Tokopedia consumers in Malang City. The results of this study show that there is a positive and significant influence on perceived ease of use, perceived usefulness, and social media marketing on repurchase intention through Tokopedia Indonesia’s customer satisfaction mediation variables.
Keywords: perceived ease of use, perceived usefulness, social media marketing, repurchase intention, customer satisfaction
References
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