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All Journal International Journal of Artificial Intelligence Research Coopetition : Jurnal Ilmiah Manajemen
Ratih Hurriyati
Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia
Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Social Sciences Other

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Dampak Electronic Word of Mouth dan Percieved Value dalam Meningkatkan Online Repurchase Intention pada Platform Tokopedia Shendy Amalia; Ratih Hurriyati; Puspo Dewi Dirgantari
Coopetition : Jurnal Ilmiah Manajemen Vol. 14 No. 3 (2023): Coopetition : Jurnal Ilmiah Manajemen
Publisher : Program Studi Magister Manajemen, Institut Manajemen Koperasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32670/coopetition.v14i3.2686

Abstract

With the growth of e-commerce in Indonesia which continues to increase every year, it creates business opportunities, especially in the e-commerce. As a platform with the number one user in Indonesia, Tokopedia, focuses on its sustainability in terms of online repurchase intention. This study aims to describe and measure how much influence Ewom has, perceived value, in increasing online repurchase intention both partially and simultaneously among Tokopedia application users. This type of research is descriptive verification and explanatory survey with random sampling technique, with a total sample of 210 respondents using the Tokopedia application. The analysis technique used is the Structural Equation Model (SEM) method with the Smart PLS 3.0 tool. The results show that the description of each variable is in the high category. There is influence both simultaneously and partially. With a magnitude of influence of 63.9%. For the partial effect of the Ewom it has no effect on Online Repurchase Intention. While the variable Perceived Value partially has a significant influence on Online Repurchase Intention.
Omnichannel Customer Experience Model towards Customer Repurchase Intentions and Word of Mouth on Cellular Products Loyalty Teuku Dhani Al Ramdhani; Ratih Hurriyati; Heny Hendrayati; Mokh Adib Sultan
International Journal of Artificial Intelligence Research Vol 9, No 1.1 (2025)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v9i1.1.1418

Abstract

Customer loyalty to mobile products in Indonesia is influenced by various factors, including download speed, upload internet speed, latency, streaming, and browsing. This study aims to analyze the effect of Omnichannel Customer Experience (OCX) on Cellular Product Loyalty (CPL) through the mediation role of Customer Repurchase Intentions (CRI) and Word of Mouth (WoM). This study uses an explanatory survey design involving 384 mobile product users throughout Indonesia, who were selected using proportional sampling techniques. Data analysis was carried out using descriptive and verification methods, using Structural Equation Modeling - Partial Least Square (SEM-PLS) to test the relationship between variables. The findings of the study indicate that OCX does not have a direct effect on CPL, but must go through the mediation of CRI and WoM. Between the two mediators, WoM has a stronger influence than CRI, indicating that a positive omnichannel experience encourages customers to recommend products, ultimately increasing customer loyalty. The novelty of this research lies in simultaneously testing the relationship between OCX, CRI, and WoM on CPL in the context of the cellular industry, as well as identifying the more dominant mediation pathways in increasing customer loyalty. The implications of this research provide insights for telecommunications companies to focus more on omnichannel strategies that can improve customer experience and encourage Word of Mouth, as well as for the government in designing policies that support the digital ecosystem for the cellular industry in Indonesia.
Co-Authors Heny Hendrayati Mokh Adib Sultan Puspo Dewi Dirgantari Shendy Amalia Teuku Dhani Al Ramdhani