Determinants of Repurchase Intention on Social Commerce
(1) Sekolah Tinggi Ilmu Ekonomi GICI
(2) Sekolah Tinggi Ilmu Ekonomi GICI
(3) Sekolah Tinggi Ilmu Ekonomi GICI
(*) Corresponding Author
Abstract
This study aims to analyze the factors that influence purchase intent and repurchase in the context of social commerce. The main goal is to understand the contribution of variables such as ease of use, performance expectations, social influence, and risk perception to consumer behavior. The number of research samples was 120 respondents. The analysis method used is partial least squares structural equation modeling (PLS-SEM), which allows research to measure and validate constructs and explain relationships between variables. The results showed that initial purchase intention had a significant positive impact on repeat purchase intent, with a contribution of 55.8%. The variables ease of use and performance expectations were also found to have a significant positive influence on purchase intent. While social influence is not significant, risk perception plays the role of a mediator that reinforces the relationship between initial purchase intent and repeat purchase intent. The implications of these findings include practical advice for companies in designing marketing strategies, product development, and customer management. The marketing strategy should be focused on communicating ease of use and product performance expectations. Companies also need to understand and manage consumer risk perceptions to build trust and increase repeat purchase intent. These implications guide practitioners and researchers to understand the dynamics of consumer behavior in a broader context.
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DOI: http://dx.doi.org/10.30998/jabe.v10i3.23030
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