The Influence of Customer Experience and Ease of Use on Repurchase Intention of Fashion Products on Shopee E-Commerce
Case Study on Students of Institut Stiami
DOI:
https://doi.org/10.31334/ijstiami.v1i2.5532Abstract
The development of e-commerce in Indonesia is increasing, people are starting to leave the habit of shopping conventionally and switch to shopping online. One of the effects of technological developments has an impact on the development of the fashion industry which encourages business actors in the fashion sector to be more adaptive, innovative, and creative in creating products that can meet the needs of the community. This study aims to analyze how much influence customer experience and easy of use have on the repurchase intention of fashion products on Shopee. This study used Quantitative research types and data collection techniques using questionnaire on STIAMI Students who had shopped at Shopee. From the results of the questionnaire distribution, respondents can find out their responses about customer experience and easy of use to the repurchase intention of fashion products on Shopee. The results showed that simultaneously the magnitude of the influence of Customer Experience and Easy of Use on Repurchase Intention was 0.648 or 64.8%. While the remaining 35.2% was determined by other variables that were not counted in this study.
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