THE IMPACT OF ONLINE SALES PROMOTION AND E-SERVICE QUALITY ON THE REPURCHASE INTENTION OF SHOPEE CUSTOMERS (A CASE STUDY ON BUYERS AT SHOPEE MARKETPLACE

Abstract

This study is aimed at identifying “The Impact of Online Sales Promotion and E-Service Quality on Repurchase Intention of Shopee Customers”. A technique that is applied in this study is multiple regression analysis. The primary data utilizes a questionnaire and interview with 100 respondents that consist of Shopee customers. A method that is used in this study is explanatory. The results denoted that the sales promotion had certain impact on the repurchase intention of Shopee customers with significant values (0,009 < 0,05), while the E-Service quality did not have any significant impact on the repurchase intention with significant values (0,208 > 0,05). The overall results were 21,2%. This research emphasizes the importance to improve repurchase intention of Shopee customers to maintain its competitive level.