A manager of an online store desires that customers repurchase from the store. In several studies, it has been found that there is a high tendency (intention) to repurchase (repurchase intention), but not intensely. This means there is a gap between repurchase intention and actual repurchase. A company’s marketing programs can fill and minimize this gap by doing electronic-Relationship Marketing (e-RM). Customers are more likely to make repeat purchases as long as they are satisfied. This study analyzes and identifies factors that drive the change from only repurchase intention to repurchase. The study was conducted by surveying 262 customers of the top 5 online stores in Indonesia and analyzing the data using PLS-SEM (Partial Least Square-Structural Equation Model) to determine whether e-RM has a moderating effect on repurchases. The sample was selected based on the purposive sampling method and respondents were surveyed with a 5-point Likert scale. Results suggest that e-RM does not moderate the repurchase intentions. On the other hand, the E-RM effect on repurchase is significant.
Muchtar et al. (Sat,) studied this question.