The Effect of Shopee e-Service Quality and Price Perception on Repurchase Intention: Customer Satisfaction as Mediation Variable

The study is aimed to analyze the effect of e-service quality (e-SERVQUAL) and price perception on repurchase intention to consume Shopee product in Solo City with satisfaction as mediation variable. This is an explanatory research using questionnaires. Population in this study are customers in Solo city who make purchases through e-commerce Shopee. Samples of 100 customers are chosen by purposive sampling method. Methods analysis used is path analysis. Research findings revealed that e-SERVQUAL, price perception, and customer satisfaction have positive and significant effect on repurchase intention. Results of Sobel test show that customer satisfaction mediates the effect of e-SERVQUAL on repurchase intention, but customer satisfaction cannot mediate the effect of price perception on repurchase intention.