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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Gita Cahyati, Diana Indah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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NIAT BELI ULANG KONSUMEN: KOMPETISI MARKETPLACE LOKAL DAN GLOBAL Zalzalah, Guruh Ghifar; Gita Cahyati, Diana Indah; Basri, Anindita Imam
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 9 No. 2 (2026): Juli
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v9i2.4700

Abstract

The development of technology and the internet in the era of globalization has seen significant advancements, particularly in electronic commerce, which has become more sophisticated and widespread. A marketplace is an internet platform that serves as an intermediary between sellers and buyers for conducting transactions online. In Indonesia, there are two types of marketplaces: domestic and international. This study aims to examine the influence of hedonic and utilitarian values on consumers’ repurchase intention, mediated by attitude, using the Theory of Planned Behavior. This research adopts a quantitative approach, utilizing primary data collected through questionnaires. The sample was selected using a non-probability technique with purposive sampling, based on specific criteria: respondents aged 17 to 30 years who have made purchases on both domestic and international marketplaces and reside in Indonesia. The total number of respondents was 250. Data analysis using PLS-SEM with Smart PLS. This study demonstrates that hedonic and utilitarian values have a positive and significant influence on consumer attitudes and repurchase intention across both domestic and international marketplaces. Consumer attitude acts as a mediating variable, with full mediation occurring between hedonic value and repurchase intention, and partial mediation observed between utilitarian value and repurchase intention. These findings indicate that emotionally enjoyable experiences and perceived functional benefits can foster positive consumer attitudes, which in turn enhance repurchase intention in a sustainable manner.
Co-Authors Anindita Imam Basri Zalzalah, Guruh Ghifar