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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development)
Rahel Syalomitha Amabel
Universitas Swadaya Gunung Jati
Economics, Econometrics & Finance

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Repurchase Intention in Digital Transportation Services: Storytelling and Emotional Attachment Rahel Syalomitha Amabel; Siska Ernawati Fatimah
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 4 (2026): July 2026
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v9i4.3624

Abstract

Purpose: This study examines the effects of storytelling and emotional attachment on users’ intention to reuse Gojek services in Cirebon, using a quantitative approach with 240 respondents selected through purposive sampling. Design/methodology/approach: The study uses Partial Least Squares–based Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0 to analyze data. Findings: Both storytelling and emotional attachment influence the intention to reuse the service, with emotional attachment being the strongest factor. Storytelling increases user interest by engaging them through narratives. Research limitations/implications: The study is limited to Gojek users in Cirebon, and future research should consider other platforms and regions for broader insights. Practical implications: The findings suggest that storytelling and emotional attachment are key strategies for enhancing user loyalty and encouraging repeat usage of digital services. Originality/value: This study provides valuable insights into the role of emotional attachment and storytelling in increasing repurchase intention. Paper type: Research paper
Co-Authors Siska Ernawati Fatimah