Predicting Factors Influencing Gold Repurchase Intention Using Digital Media on Over-The-Top Platforms

In today's digital age, the ease of purchasing products online encompasses a vast array of goods and services.However, the same convenience does not seamlessly extend to the realm of gold products.Gold, being universally regarded as a valuable and high-ticket item, prompts potential buyers to undertake meticulous considerations when engaging in online purchase transactions.The intrinsic value of gold, combined with its substantial cost, underscores the need for heightened consumer vigilance, particularly in the context of online purchases.This research seeks to unravel the impact of key factors, namely Electronic Word of Mouth (EWOM), Site Quality, Shipping & Handling, and Product Satisfaction, on E-Commerce Customer Satisfaction and Repurchase Intention within the realm of online gold transactions.Employing a quantitative approach and survey methodology, the study employs a simple random sampling technique, garnering insights from 233 respondents.Structural Equation Modeling analysis using the SmartPLS 3.0 tool is applied to analyze the collected data.The findings underscore the pivotal role of Product Satisfaction in driving both E-Commerce Customer Satisfaction and Repurchase Intention for online gold transactions.Notably, while EWOM, Site Quality, Shipping & Handling significantly influence E-Commerce Customer Satisfaction, they do not exhibit a significant impact on Repurchase Intention.This research holds significant implications for industries associated with electronic transaction services.The insights garnered from this study offer valuable insights for companies seeking to navigate the factors that sway consumers towards intending to purchase gold online.By shedding light on the determinants of customer satisfaction and repurchase intentions, this study contributes to the advancement of strategies in the online gold retail sector.