Factors Influencing Online Repurchase Intention in Indonesia’s E-Commerce Market: A Structural Equation Modeling Approach

The rapid expansion of e-Commerce in Indonesia has revolutionized consumer behavior, shifting preferences from traditional retail to the dynamic world of online shopping. This paradigm shift necessitates a deep understanding of consumer online buying behavior, which unfolds in two critical stages: initial purchase intention and the all-important repurchase intention. The latter is a key determinant of e-Commerce success, reflecting customer loyalty and the overall health of an online business. This research delves into the significant factors driving Indonesian consumers' online repurchase intentions, employing a robust quantitative methodology. A comprehensive survey was conducted with 200 e-commerce shoppers, utilizing both email and printed questionnaires, and analyzed using Structural Equation Modeling (SEM). Our findings reveal that Indonesian e-customers are distinctly driven by novelty, quality, price, and convenience. These orientations significantly enhance online repurchase intentions. Moreover, factors such as brand trust and prior online purchase experience also play crucial roles in fostering customer loyalty. This study not only highlights the critical elements that boost customer online repurchase intention but also offers actionable insights for e-commerce platforms aiming to thrive in Indonesia's rapidly evolving market.