FACTORS AFFECTING REPURCHASE INTENTION AND E-SATISFACTION IN CONSUMERS ALFAGIFT IN PURCHASING GROCERY PRODUCTS IN JABODETABEK

Abstract

This study was made to examine and examine the significant effect of 1) brand image on repurchase intention 2) e-service quality on repurchase intention 3) brand image on e-satisfaction 4) e-service quality on e-satisfaction 5) e-satisfaction on repurchase intention 6) brand image on repurchase intention through e-satisfaction 7) e-service quality on repurchase intention through e-satisfaction. The research was conducted using an online survey instrument method via google form and analyzed using SPSS version 26 and SEM (Structural Equation Model) from AMOS software version 26. The target respondents of this study were Alfagift consumers who had purchased Alfagift products at least 3 times in the last 1 month who residing in Jabodetabek. Of the 246 respondents who were collected, the results stated that all hypotheses were accepted and significant.