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All Journal The Asian Journal of Technology Management (AJTM) Jurnal Manajemen & Keuangan JURNAL PENGABDIAN KEPADA MASYARAKAT Ilomata International Journal of Management International Journal of Global Accounting, Management, Education, and Entrepreneurship (IJGAME2) Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Journal of Educational Management Research Jurnal Abdimas Independen
Ramadania
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Understanding Repurchase Intention in Digital Consumption: The Role of Perceived Benefits, Gamification, Online Persuasion, and Consumer Attitude Theodora, Cindy; Barkah; Setiawan, Harry; Ramadania; Bagus Purmono, Bintoro
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2016

Abstract

This study aims to examine the influence of perceived benefits, gamification, and online persuasion on repurchase intention, with consumer attitude serving as a mediating variable. A quantitative survey approach was employed by collecting data from 294 respondents who had prior experience purchasing from digital-based coffee shop services. The sampling technique used purposive sampling, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results reveal that perceived benefits, gamification, and online persuasion have positive and significant effects on both consumer attitude and repurchase intention. Furthermore, consumer attitude significantly mediates the relationship between these three variables and repurchase intention, indicating that consumers’ evaluative responses play a crucial role in translating digital marketing stimuli into repeat purchase behavior. These findings highlight the importance of enhancing interactive digital features, emphasizing both functional and emotional value, and developing culturally relevant online communication strategies. Such strategies can strengthen consumer attitudes, improve engagement with digital platforms, and ultimately encourage stronger repurchase intention among consumers in increasingly competitive digital service environments.
Co-Authors Albert Lianto Aminuyati Aqsa, Daffa Fernanda Bagus Purmono, Bintoro Barkah Bella, Bella Ghia Dimmera Daud, Ilzar Dody Pratama Marumpe Erna Listiana Fadhlurrahman, Nabil Fiola Okta Ningtias Fransiska, Helen Harry Setiawan Hasanudin Heriyadi Juniwati Kurniawan, Rifki Listyanti, Anindita Ayu Lonika, Tesa Mochammad Imron Awalludin Mukramin, Sam'un Nurwijayanti Reswari, Rianti Ardana Sanjaya, Arya Santika, Ita Sinaga, Lidia Gresmaria Sinaga, Rudoli Tarti, Wa Theodora, Cindy Titik Rosnani Wenny Pebrianti