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219
THE EFFECT OF REPURCHASE INTENT ON THE MILLENNIAL
GENERATION THROUGH E-WORD OF MOUTH (E-WOM) AS AN
INTERVENTION VARIABLE ON E-SATISFACTION AND E-TRUST IN
BUKALAPAK E-COMMERCE
Gatot Wijayanto
1
, Jushermi
2
, Aida Nursanti
3
, Rovanita Rama
4
, Yutiandry Rivai
5
Riau University, Pekan Baru, Indonesia
1,2,3,4
Pelita Indonesia Institute of Technology and Business
5
gatot.wijayan[email protected]
1
PAPER INFO ABSTRACT
Received: 01-01-2023
Revised: 19-01-2023
Approved:10-02-2023
This study aims to evaluate the effect of repurchase intention on the millennial
generation through e-word of mouth (e-WOM) as an intervention variable on
e-satisfaction and e-trust in Bukalapak e-commerce. This study used
quantitative approach and survey method using online questionnaire. The
sample used was 185 respondents who were millennial generation users of
Bukalapak. Data analysis was carried out using Structural Equation Modeling
(SEM) with the help of Partial Least Squares (PLS) software. The results
showed that e-WOM has a significant positive influence on repurchase intent,
e-satisfaction, and e-trust. In addition, repurchase intent also has a significant
positive influence on e-satisfaction and e-trust. These findings suggest that e-
WOM can be used as a strategy to increase repurchase intent, e-satisfaction,
and e-trust in Bukalapak e-commerce. Therefore, Bukalapak needs to pay
attention to and improve the quality of e-WOM that appears on their platform,
as well as improve the quality of service and customer experience to strengthen
customers' repurchase intent, e-satisfaction, and e-trust in the future.
Keywords: Repurchase Intention; Millennial Generation; E-Word of Mouth, E-
Satisfaction; E-Trust; Bukalapak E-Commerce
INTRODUCTION
Regular e-commerce shoppers are dominated by women with 65% and the remaining 35%
male shoppers. Based on age, half or 50% of shoppers are millennials, followed by Generation Z
as much as 31%, Generation X as much as 16%, and the remaining 2% are Baby Boomers.
(Hasanuddin Ali and lilik Purwandi, 2017) in his book, Millenial Nusantara mentions that the
millennial generation is those born between 1981 to 2000. According to him, the use of
technology by the millennial generation is not the same as the previous generation. Millennials
use technology as part of their daily lives. Millennials use technology not only to connect with
each other but also to learn. In line with the results of the study conducted, concluded that the
millennial generation acts as an "agent of change" in terms of adopting new technological tools.
The results of this study illustrate the close relationship between millennials and technology.
(Papp & Matulich, 2011).
The e-commerce application business in Indonesia itself is very promising. The competition
map is also quite fierce. Even according to www.fimela.com site, four e-commerce application
development companies in Indonesia have the status of unicorns. According to id.wikipedia.com
website, unicorns are privately owned startups whose capitalization value is more than $1 billion.
Here is a list of the top 6 e-commerce applications in Indonesia. One of the successful e-commerce
companies that has become one of the largest e-commerce companies in Indonesia is Bukalapak.
Bukalapak is one of the e-commerce companies in Indonesia. Founded by Achmad Zaky,
Nugroho Herucahyono, and Muhamad Fajrin Rasyid in 2010, Bukalapak was originally an online
store that allowed Small and Medium Enterprises (SMEs) to penetrate cyberspace. In 2017,
Bukalapak became one of the unicorn startups from the country. In 2019, Bukalapak has more
than 4.5 million online merchants, 70 million monthly active users, 1.9 million stall partners, and
an average of two million transactions per day
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Retaining old customers is inherently more difficult than acquiring new customers, so it is
very important for e-commerce to be able to make old customers willing to shop again on the
same site, besides that it is also important for online businesses to understand why customers are
willing to make purchases again on the same e-commerce site. As one of the problems for an e-
commerce company is repurchase intention, because of the large competition between companies
both service providers and products that are developing in the global market (Pappas, Pateli, &
Giannakos, 2014). Repurchase intention as a consumer motivation to repeat the purchase behavior
of a product, indicated by the continuous use of a product brand. It is important to know what are
the factors that influence consumers' repurchase intentions on Bukalapak (Tsai, 2005). Repurchase
intention or interest in repurchase is customer satisfaction measured behaviorally by asking whether
the customer will shop or use the company's services again. According to, (Fandy Tjiptono,
2016)(Phillip, Gus, Rodney, & John, 2003)repurchase intention is defined as an individual's
assessment of the repurchase of services or services from the same company taking into account the
current situation and the good mood of the individual. In e-commerce applications, customers'
repurchase interest will arise after making a purchase accompanied by a feeling of satisfaction in
shopping using the application.
Consumer repurchase intention is influenced by many factors. The first factor is electronic
word of mouth. Critical consumers will certainly compare related products by conducting a
review search, both positive and negative reviews. that customer satisfaction and trust will
generate customer loyalty in the form of (Papp & Matulich, 2011) word of mouth and repurchase
interest. Lack of consumer satisfaction and trust can give a negative impression to a given word-
of-mouth. Satisfied consumers will tell their experiences to others, for example on social media or
other internet media. Seller testimonials that mention products have been sold in days, hours or
minutes are very useful to influence potential new sellers to advertise on Bukalapak. Electronic
word of mouth (e-wom) communication refers to positive or negative statements made by
potential, actual, or former customers about products or companies that are available to many
people and institutions through the internet (Jalivand, 2012). According to some authors, electronic
word of mouth (e-WOM) is a development of traditional WOM used in a virtual environment
(which is a positive or negative statement made by a customer either potential customers, actual
customers or (Jorge Matute, Yolanda Polo-Redondo, Ana Utrillas, 2016) former customers about
a product or company, which is available to people and institutions via the Internet. (Hennig-thurau,
Eifler, Hennig-thurau, Gwinner, & Gremler, 2003). Seller testimonials that mention products have
been sold in days, hours or minutes are very useful to influence potential new sellers to advertise
on Bukalapak. Electronic word of mouth (e-wom) communication refers to positive or negative
statements made by potential, actual, or former customers about products or companies that are
available to many people and institutions through the Internet (Jalilvand & Samiei, 2012).
Research on electronic word of mouth conducted by shows that (Erif, 2019) electronic
word of mouth has a positive and significant effect on repurchase intention at Citilink Indonesia. A
similar study on electronic word of mouth conducted by, entitled e-lifestyle (Panigoro, Rahayu,
& Rahayu, 2018) and electronic word of mouth analysis of online repurchase intention (survey
on customers of Berrybenka online fashion products on Instagram Fan Page) showed the
existence of electronic word of mouth variables influence on repurchase intent. Proven because
of the higher information obtained and experience with online shopping in online stores makes
customers to remake online purchases in e-commerce applications.
Consumer commitment to repeat purchase intentions is more or less influenced by
consumer satisfaction. Satisfaction is considered a key factor influencing repurchase
intention(Hsu et al, 2014). Satisfied consumers will form a repurchase intention, while
dissatisfied consumers will not use the website in the future in Hsu et. Al., (2014). explained
that high satisfaction of a service causes consumers to always consider repeat purchases (Gulzar,
Anwar, Sohail, & Akram, 2011). Satisfaction in using e-commerce applications is called electronic
satisfaction or e-satisfaction. Electronic (e-satisfaction) and traditional customer satisfaction in
general do not differ much. According to (Ahmad, Rahman, & Khan, 2017) e-satisfaction is when
The Effect Of Repurchase Intent On The Millennial Generation Through E-Word Of Mouth (E-WOM)
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products and services exceed consumer expectations, the level of buyer satisfaction after comparing
the purchase experience and perceived expectations with the post-purchase experience.
According to research conducted by showing that customer satisfaction has a positive and
significant influence on repurchase intentions at (Made & Rani, 2014). Circle K in Denpasar City.
Likewise, research conducted by entitled (Hasman, Ginting, & Rini, 2019). The Influence of E-
Service Quality on E-Satisfaction and Its Impact on Repurchase Intention in Using E-
Commerce Applications on Students od University of North Sumatra shows that e-satisfaction
has a positive and significant effect on repurchase intention.
Trust plays an important role in influencing customer commitment and loyalty
relationships. Transactions carried out through e-commerce have a high potential risk, thus the
factor of customer trust in vendors is a key factor in e-commerce. Security in transacting on the
website affects consumer confidence in making online transactions. In addition to security in
transactions, online marketers are also required to be able to maintain the privacy of their
consumers. which found that trust has an effect on repeat purchase intent, if consumers perceive
that a website can be trusted, so consumers try to repurchase products that are on the web. states
that trust has a direct effect on buyback intent. Seeing that trust raises buyback intent, because in
an online context trust is dynamic will look different from offline trust (Trisnawati, Suroso, &
Kumorohadi, 2012) (Chamchuntra & Fongsuwan, 2014) (Wirtz & Lihotzky, 2003). In contrast to
research conducted by those who found that e-satisfaction (Saodin, Suharyono, Arifin, & Sunarti,
2019) and e-trust have no effect on e-word of mouth.
The results of research conducted by show that (Purnami &; Nurcaya, 2015) e-trust has a
positive effect on online repurchase intention. Research conducted by entitled The (Saodin et
al., 2019) Influence of E-Service Quality Toward E-Satisfaction, E-Trust, E-Word of Mouth
and Online Repurchase Intention: A Study On The Consumer Of The Three Star Hotels In
Lampung shows that E-trust has a positive effect on online repurchase intention. Research
conducted by shows that e-trust (Chung & Shin, 2010)has a significant effect on e-word of
mouth in online retail. In addition to being influenced by e-trust, e-word of mouth is also
influenced by e-satisfaction, this can be seen from research conducted by those who research
OLX customers and show that e-satisfaction is proven to have an effect on e-word (Close, 2020)
of mouth. Based on the description above, the author is interested in analyzing " The Effect of
Repurchase Intention on the Millennial Generation through E-Word of Mouth (E-WOM) as an
Intervention Variable on E-Satisfaction and E-Trust in Bukalapak E-Commerce".
RESEARCH METHOD
This research is a type of quantitative research with a causality research design. According
to Anwar Sanusi (2016), causality research design is a research design that is prepared to examine
the possibility of causation between variables. The design of causality research is considered
appropriate to this study because causality research is used to understand which variables
influence (independent variables) and which variables are consequences (dependent variables),
as well as to find out the relationship between independent variables and dependent variables in
this study.
The population in this study is the Millennial Generation (Gen Y) who have made
transactions on Bukalapak e-commerce on their smartphones with a minimum of two shopping
on the Bukalapak e-commerce application . mentioned that the millennial generation are those
born between 1981 to 2000. The millennial generation in 2020 is estimated to exist at the age of
20 to 39 years, the (Hasanuddin Ali and lilik Purwandi, 2017) sample used is 185 respondents.
To analyze the data quantitatively, the author will use statistical data analysis techniques using
SEM-PLS.
SEM Analysis with Smart PLS
This study used the SEM-PLS analysis method with SmartPls 3.2.9. hypothesis testing using the
Partial Least Square (PLS) analysis technique.
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Outer Model Analysis
This Outer Model analysis specifies the relationship between latent variables and
indicators. Or it can be said that the outer model defines how each indicator relates to its latent
variables. Tests performed on the outer model:
1) Convergent Validity. The convergent validity value is the value of the loading factor on the
latent variable with its indicators. Expected value >0.7.
2) Discriminant Validity. This value is a cross loading factor value that is useful for determining
whether the construct has adequate discrimination, namely by comparing the loading value
on the intended construct must be greater than the loading value with other constructs. In
addition to observing the cross loading value, discriminant validity can also be known
through other methods, namely by looking at the average variant extracted (AVE) value.
The expected AVE value >0.5.
3) Composite Reliability. Data that has a composite reliability of >0.6 has high reliability.
4) Cronbach Alpha. Reliability tests are reinforced with Cronbach Alpha. The expected value
>0.7 for all constructs.
Inner Model Analysis
Inner Model Analysis or commonly referred to as the Structural Model is used to predict
causal relationships between variables tested in the model. In this study will be explained about:
1. Uji Path Coefficient
2. Uji Kebaikan Model (Goodness of Fit)
3. Test the hypothesis
RESULTS AND DISCUSSION
Data Analysis
In this study, hypothesis testing used the Partial Least Square (PLS) analysis technique
with the smartPLS 3.2.9 program. The following is a model of the PLS program tested:
Figure 1 Outler Model
Source: Processed Data, 2020
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Figure 2 Inner Model
Source: Processed Data, 2020
1. Outer Model Analysis
The first step in analyzing the results of this study is to evaluate the measurement model to
find out how the relationship between latent variables and indicators. In the following, the
researcher will explain the steps:
a. Convergent Validity
Convergent Validityof the measurement model can be seen from the correlation
between the indicator score and the graph of the construct (loading factor) with the
criteria of the loading factor value of each indicator greater than 0.7 can be said to be
Valid. However, according to Chin in Latan & Ghozali (2012), in the early stages of
developing a loading factor value greater (>) than 0.5 – 0.6 can be said to be valid.
The loading factor values of each indicator are as follows:
Table 1 Variable loading factor values of the study
Variable
Indicator
X1
X2
Y1
Y2
Information
E-Satisfaction
X1.1
0,847
Valid
X1.10
0,867
Valid
X1.11
0,803
Valid
X1.12
0,918
Valid
X1.2
0,875
Valid
X1.3
0,902
Valid
X1.4
0,846
Valid
X1.5
0,830
Valid
X1.6
0,923
Valid
X1.7
0,858
Valid
X1.8
0,860
Valid
X1.9
0,907
Valid
E-Trust
X2.1
0,857
Valid
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Variable
Indicator
X1
X2
Y1
Y2
Information
X2.10
0,901
Valid
X2.2
0,919
Valid
X2.3
0,930
Valid
X2.4
0,913
Valid
X2.5
0,901
Valid
X2.6
0,871
Valid
X2.7
0,912
Valid
X2.8
0,930
Valid
X2.9
0,910
Valid
E-Word of Mouth
Y1.1
0,898
Valid
Y1.10
0,877
Valid
Y1.2
0,889
Valid
Y1.3
0,837
Valid
Y1.4
0,896
Valid
Y1.5
0,910
Valid
Y1.6
0,902
Valid
Y1.7
0,928
Valid
Y1.8
0,924
Valid
Y1.9
0,836
Valid
Repurchase
Intention
Y2.1
0,947
Valid
Y2.2
0,954
Valid
Y2.3
0,897
Valid
Y2.4
0,915
Valid
Y2.5
0,865
Valid
Source: Processed Data, 2020
Based on the presentation of data in Table 1 above, it is known that each indicator of
many research variables has an outer loading value of > 0.7. According to Chin as quoted by
Imam Ghozali, an outer loading value between 0.5 – 0.6 is considered sufficient to meet the
convergent validity requirements. The data above shows that there are no variable indicators
whose outer loading value is below 0.5, so all indicators are declared feasible or valid for
research use and can be used for further analysis.
b. Discriminant Validity
In this section, the results of the discriminant validity test will be described. Test
discriminant validity using cross loading values. An indicator is declared to meet
discriminant validity if the cross loading value of the indicator on its variable is the
largest compared to other variables. The following are the cross loading values of each
indicator:
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Table 2 Cross loading values of research variables
Source: Processed Data, 2020
Based on the presentation of data in table 2 above, it can be seen that each indicator in
the research variable has the largest cross loading value in the variable formed compared to
the cross loading value in other variables. Based on the results obtained, it can be stated
that the indicators used in this study already have good discriminant validity in compiling
their respective variables.
Variable
Indicator
X1
X2
Y1
Y2
Information
E-Satisfaction
X1.1
0,847
0,594
0,598
0,648
Valid
X1.10
0,867
0,612
0,658
0,686
Valid
X1.11
0,803
0,582
0,589
0,607
Valid
X1.12
0,918
0,642
0,690
0,707
Valid
X1.2
0,875
0,614
0,723
0,755
Valid
X1.3
0,902
0,622
0,710
0,709
Valid
X1.4
0,846
0,565
0,623
0,662
Valid
X1.5
0,830
0,616
0,619
0,627
Valid
X1.6
0,923
0,648
0,691
0,710
Valid
X1.7
0,858
0,611
0,636
0,680
Valid
X1.8
0,860
0,591
0,669
0,706
Valid
X1.9
0,907
0,636
0,705
0,707
Valid
E-Trust
X2.1
0,674
0,857
0,703
0,726
Valid
X2.10
0,552
0,901
0,671
0,669
Valid
X2.2
0,670
0,919
0,708
0,723
Valid
X2.3
0,638
0,930
0,761
0,722
Valid
X2.4
0,634
0,913
0,749
0,767
Valid
X2.5
0,568
0,901
0,682
0,679
Valid
X2.6
0,685
0,871
0,725
0,719
Valid
X2.7
0,664
0,912
0,695
0,704
Valid
X2.8
0,640
0,930
0,757
0,726
Valid
X2.9
0,620
0,910
0,743
0,747
Valid
E-Word of Mouth
Y1.1
0,650
0,735
0,898
0,794
Valid
Y1.10
0,716
0,701
0,877
0,827
Valid
Y1.2
0,641
0,669
0,889
0,736
Valid
Y1.3
0,652
0,643
0,837
0,731
Valid
Y1.4
0,705
0,708
0,896
0,834
Valid
Y1.5
0,686
0,766
0,910
0,827
Valid
Y1.6
0,670
0,703
0,902
0,799
Valid
Y1.7
0,700
0,787
0,928
0,828
Valid
Y1.8
0,688
0,717
0,924
0,807
Valid
Y1.9
0,647
0,644
0,836
0,715
Valid
Repurchase
Intention
Y2.1
0,726
0,741
0,849
0,947
Valid
Y2.2
0,739
0,753
0,858
0,954
Valid
Y2.3
0,717
0,735
0,807
0,897
Valid
Y2.4
0,707
0,745
0,803
0,915
Valid
Y2.5
0,719
0,664
0,750
0,865
Valid
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In addition to observing the cross loading value, discriminant validity can also be
known through other methods, namely by looking at the average variant extracted (AVE)
value for each indicator required to be > 0.5 for a good model.
Table 3 AVE values of research variables
Variable
Average Variance
Extracted (AVE)
Information
E-Satisfaction
0,757
Valid
E-trust
0,819
Valid
E-Word of Mouth
0,792
Valid
Repurchase Intention
0,839
Valid
Source: Processed Data, 2020
Based on the data presented in table 3 above, it is known that the AVE value of
the variables e-satisfaction, e-trust, e-word of mouth and repurchase intention > 0.5.
Thus it can be stated that each variable has a good discriminant validity.
c. Composite Reliability
Composite Reliability is a part used to test the reliability value of indicators on a
variable. A variable can be declared to meet composite reliability if it has a composite
reliability value of > 0.7 The following is the composite reliability value of each
variable used in this study:
Table 4 Composite Reliability Variables
VARIABLE
Composite
Reliability
Information
E-Satisfaction
0,974
Reliable
E-trust
0,978
Reliable
E-Word of Mouth
0,974
Reliable
Repurchase Intention
0,963
Reliable
Source: Processed Data, 2020
Based on the presentation of data in Table 4 above, it can be seen that the
composite reliability value of all research variables is> 0.7. This result shows that each
variable has met composite realibility so it can be concluded that all variables have a
high level of reliability.
d. Cronbach Alpha
The reliability test with composite reability above can be strengthened using the
Cronbach alpha value. A variable can be declared reliable or satisfy the cronbach alpha
if it has a cronbach alpha value of > 0.7.The following is the cronbach alpha value of
each variable:
Table 5 Cronbach Alpha Variables
Variable
Cronbach's Alpha
Information
E-Satisfaction
0,971
Reliable
E-trust
0,975
Reliable
E-Word of Mouth
0,971
Reliable
Repurchase Intention
0,952
Reliable
Source: Processed Data, 2020
Based on the presentation of the data above in table 5, it can be seen that the
Cronbach alpha value of each research variable > 0.7. Thus these results can show that
each research variable has met the requirements of the Cronbach alpha value, so it can
be concluded that the overall variable has a high level of reliability.
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2. Inner Model Analysis
This study will be explained the results of the path coefficient test, goodness of fit test,
and hypothesis test.
a. Uji Path Coefficient
Path coefficient evaluation is used to show how strong the effect or influence of
the independent variable is on the dependent variable. While coefficient determination
(R-Square) is used to measure how much endogenous variables are affected by other
variables. Chin said the R2 result of 0.67 and above for endogenous latent variables in
structural models indicates the influence of exogenous variables (influencing) on
endogenous variables (influenced) is included in the good category. Meanwhile, if the
result is 0.33 – 0.67 then it is included in the medium category, and if the result is 0.19
– 0.33 then it is included in the weak category
Based on the inner model scheme shown in figure 2 above, it can be explained
that the largest path coefficient value is shown by the influence of e-trust on e-word of
mouth of 9.844. The smallest effect was shown by the effect of e-trust on repurchase
intention of 3,068. Based on the description of the results, it shows that all variables in
this model have a path coefficient with a positive number. This shows that if the greater
the value of the path coefficient on one independent variable on the dependent variable,
the stronger the influence between independent variables on the dependent variable
b. Uji Kebaikan Model (Goodness of Fit )
Based on data processing that has been carried out using the smart PLS 3.2.9
program, the R-Square value is obtained as follows:
Table 6 R-Square values
Variable
R-Square value
E-Word of Mouth
0,713
Repurchase Intention
0,831
Source: Processed Data, 2020
Based on the presentation of data in Table 6 above, it shows that e-satisfaction
and e-trust are able to explain the variability of e-word-of-mouth contracts by 71.3%
and the remaining 28.7% explained by other factors outside those studied in this study.
While e-satisfaction, e-trust, and e-word of mouth were able to explain the variability
of repurchase intention constructs of 83.1%, the remaining 16.9% was explained by
other contracts outside those examined in this study.
The assessment of goodness of fit is known from the Q-Square value. The Q-
Square value has the same meaning as the coefficient determination (R-Square) in
regression analysis, where the higher the Q-Square, the model can be said to be better
or fitter with the data. The results of calculating the Q-Square value are as follows:
Q-Square = 1 – [(1 – R
2
1) x (1 – R
2
2)]
= 1 – [(1 – 0,731) x (1 – 0,831)]
= 1 – (0,269 x 0,666)
= 1 – 0,179
= 0,821
Based on the results of the calculation above, a Q-Square value of 0.821 is
obtained. This shows the magnitude of diversity of research data that can be explained
by the research model is 82.1%. The remaining 17.9% was explained by other factors
that were outside the model. Thus, from these results, this research model can be
declared to have a good goodness of fit.
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c. Test the Hypothesis
Hypothesis testing is carried out based on the results of Inner Model testing
(structural model) which includes r-square output, parameter coefficients, and t-
statistics. To see whether a hypothesis can be accepted or rejected among others by
considering the significance value between contracts, t-statistics, and p-values.
Hypothesis testing of this study was carried out with the help of SmartPLS (Partial
Least Square) 3.2.9 software. These values can be seen from the results of
bootstrapping. The rules of thumb used in this study were t-statistics >1.96 with a
significance level of p-value <0.05 (5%) and a positive beta coefficient. The value of
testing this research hypothesis can be shown in Table 6 and the results of this research
model can be described as shown in Figure 3:
Figure 3 Research Model Results
Source: Processed Data, 2020
Table 7 Path Coefficient Results
Hypothesis
Original
Sample (O)
T Statistics (|
O/STDEV|)
P
Values
Information
e-satisfaction -> e-word of mouth
0,395
7,247
0,000
Accepted
e-satisfaction -> repurchase intention
0,224
4,475
0,000
Accepted
e-trust -> e-word of mouth
0,519
9,844
0,000
Accepted
e-trust -> repurchase intention
0,178
3,068
0,001
Accepted
The Effect Of Repurchase Intent On The Millennial Generation Through E-Word Of Mouth (E-WOM)
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229
e-word of mouth -> repurchase
intention
0,577
10,631
0,000
Accepted
e-satisfaction -> e-word of mouth ->
repurchase intention
0,228
6,168
0,000
Accepted
e-trust -> e-word of mouth ->
repurchase intention
0,299
7,203
0,000
Accepted
Source: Processed Data, 2020
The first hypothesis tests whether e-satisfaction has a positive and significant
effect on e-word of mouth The test results showed the value of the beta coefficient of e-
satisfaction to e-word of mouth of 0.395 which is positive and t-statistic is 7.247. From
these results expressed t-statistically significant. Because it >1.96 with a p-value of
<0.05 so the first hypothesis is accepted. This proves that e-satisfaction has a positive
and significant effect on e-word of mouth.
The second hypothesis tests whether e-trust has a positive and significant effect
on e-word of mouth. The test results showed the value of the beta e-trust coefficient of
e-word of mouth of 0.519 which is positive and t-statistic is 9.844. From these results
expressed t-statistically significant. Because it >1.96 with a p-value of <0.05 so the first
hypothesis is accepted. This proves that e-trust has a positive and significant effect on
e-word of mouth.
The third hypothesis examines whether e-satisfaction has a positive and
significant effect on repurchase intention. The test results showed the value of beta e-
satisfaction coefficient for repurchase intention of 0.244 which is positive and t-
statistic is 4.475. From these results expressed t-statistically significant. Because it
>1.96 with a p-value of <0.05 so the first hypothesis is accepted. This proves that e-
satisfaction has a positive and significant effect on repurchase intention.
The fourth hypothesis examines whether e-trust has a positive and significant
effect on repurchase intention. The test results showed the value of the beta e-trust
coefficient for repurchase intention of 0.178 which is positive and t-statistic is 3.068.
From these results expressed t-statistically significant. Because it >1.96 with a p-value
of <0.05 so the first hypothesis is accepted. This proves that e-trust has a positive and
significant effect on repurchase intention.
The fifth hypothesis tests whether e-word of mouth has a positive and significant
effect on repurchase intention. The test results showed the value of the beta coefficient
of e-word of mouth for repurchase intention of 0.577 which is positive and t-statistic is
10.631. From these results expressed t-statistically significant. Because it >1.96 with a
p-value of <0.05 so the first hypothesis is accepted. This proves that e-word of mouth
has a positive and significant effect on repurchase intention.
The sixth hypothesis tests whether e-satisfaction has a positive and significant
effect on repurchase intention through e-word of mouth. The test results showed the
value of the beta e-satisfaction coefficient of repurchase intention through e-word of
mouth of 0.228 which is positive and t-statistic is 6.168. From these results expressed
t-statistically significant. Because it >1.96 with a p-value of <0.05 so the first hypothesis
is accepted. This proves that e-satisfaction has a positive and significant effect on
repurchase intention through e-word of mouth.
The seventh hypothesis examines whether e-trust has a positive and significant
effect on repurchase intention through e-word of mouth. The test results showed the
value of the beta e-trust coefficient for repurchase intention through e-word of mouth
of 0.299 which is positive and t-statistic is 7.203. From these results expressed t-
statistically significant. Because it >1.96 with a p-value of <0.05 so the first hypothesis
is accepted. This proves that e-trust has a positive and significant effect on repurchase
intention through e-word of mouth.
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230
Research Discussion
Pengaruh E-Satisfaction terhadap E-Word of Mouth.
This study found that e-satisfaction has a positive and significant effect on e-word of
mouth. This shows that the e-satisfaction felt by Bukalapak e-commerce consumers will affect
the consumer's e-word of the mouth towards Bukalapak e-commerce. Respondents tend to
recommend to others after respondents feel satisfied shopping. So the higher the customer
satisfaction, the greater the chance of customers recommending.
In the e-satisfaction variable, the information indicated on the website is the most
influential indicator. This shows that respondents tend to do e-word of mouth when respondents
feel that the information in Bukalapak has fulfilled their wishes, thus answering all questions
when respondents want to shop. The ease of browsing indicator scored the lowest on the e-
satisfaction variable. Ease of browsing referred to here is that respondents are satisfied with the
ease of finding product searches and promotional offers. The response of this respondent shows
that there are still Bukalapak respondents who consider that the ease of browsing is still not good
and can have an impact on the lack of e-word of mouth.
The results of this study are supported by research conducted by those who say that e-
satisfaction (Close, 2020) is proven to have a positive effect on e-word of mouth whose research
examines OLX e-commerce customers. These results also support the results of a study entitled
Internet (Xiaoyu Yu, Sanjit Kumar Roy, Ali Quazi, Bang Nguyen, Yuqing Han, 2017)
entrepreneurship and "the sharing of information" in an Internet of thing context which states that
e-satisfaction is significant to word of mouth. In his research also showed that satisfaction is
significant to (Ildikó Hard, Judit Simon, Ákos Nagy, Krisztián Szucs, 2016)word of mouth.
However, the results of this study do not support research that states that e-satisfaction (Saodin
et al., 2019) does not have a significant effect on the e-word of mouth.
Pengaruh E-Satisfaction terhadap E-Word of Mouth.
Get the results that e-satisfaction has a positive and significant effect on e-word of mouth.
This shows that the e-satisfaction felt by Bukalapak e-commerce consumers will affect the
consumer's e-word of the mouth towards Bukalapak e-commerce. Respondents tend to
recommend to others after respondents feel satisfied shopping. So the higher the customer
satisfaction, the greater the chance of customers recommending.
In the e-satisfaction variable, the information indicated on the website is the most
influential indicator. This shows that respondents tend to do e-word of mouth when respondents
feel that the information in Bukalapak has fulfilled their wishes, thus answering all questions
when respondents want to shop. The ease of browsing indicator scored the lowest on the e-
satisfaction variable. Ease of browsing referred to here is that respondents are satisfied with the
ease of finding product searches and promotional offers. The response of this respondent shows
that there are still Bukalapak respondents who consider that the ease of browsing is still not good
and can have an impact on the lack of e-word of mouth.
The results of this study are supported by research conducted by those who say that e-
satisfaction (Close, 2020) is proven to have a positive effect on e-word of mouth whose research
examines OLX e-commerce customers. These results also support the results of a study entitled
internet (Xiaoyu Yu, Sanjit Kumar Roy, Ali Quazi, Bang Nguyen, Yuqing Han, 2017)
entrepreneurship and "the sharing of information" in an Internet of thing context which states that
e-satisfaction is significant to word of mouth. In his research also showed that satisfaction is
significant to (Ildikó Hard, Judit Simon, Ákos Nagy, Krisztián Szucs, 2016)word of mouth.
However, the results of this study do not support research that states that e-satisfaction (Saodin
et al., 2019) does not have a significant effect on e-word of mouth.
Pengaruh E-Trust terhadap E-Word of Mouth.
This study found that e-trust has a positive and significant effect on e-word of mouth. This
shows that the e-trust felt by Bukalapak e-commerce consumers will affect the consumer's e-
word of mouth towards Bukalapak e-commerce. Customers tend to recommend to others after
customers feel trust in Bukalapak. So the higher the trust, the greater the chance of customers
recommending.
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231
In the e-trust variable, the experience indicator is the most influential indicator. The
experience indicator referred to here is that respondents believe that sellers at Bukalapak have
experience in delivering goods on time. This shows that respondents tend to do e-word of mouth
when consumers feel confident in sellers in Bukalapak have experience delivering goods on time.
The institutional attestation indicator scored the lowest on the e-satisfaction variable. The
institutional endorsement referred to here is that respondents believe that Bukalapak has been
recognized for its existence by other parties such as suppliers, distributors, and delivery services.
The response of these respondents shows that there are still Bukalapak respondents who consider
that Bukalapak has not been recognized for its existence by other parties still so it can have an
impact on the lack of e-word of mouth (By Virgilio & Antonelli, 2017). Stating that trust in online
purchases (e-trust) is the key to electronic communication (e-word of mouth) is also supported by
stating that customer trust is an important factor and influences word-of-mouth behavior
(Sichtmann, 2007) of online purchases. The results of this study are supported by research
conducted by those who examine the relationship in shopping on the internet, stating that e-trust
(Chung & Shin, 2010) affects e-word of mouth. This is not supported by research conducted by
with the result that e-trust (Saodin et al., 2019) does not have a significant effect on e-word of
mouth.
Effect of E-Satisfaction on Repurchase intention
This study found that e-satisfaction has a positive and significant effect on repurchase
intention. This shows that the e-satisfaction felt by Bukalapak e-commerce consumers will affect
the consumer's e-repurchase intention towards Bukalapak e-commerce. Customers tend to buy
back on e-commerce customers are satisfied with their online shopping. So the higher the e-
satisfaction, the greater the intention to repurchase.
In the e-satisfaction variable, the information indicated on the website is the most
influential indicator. This shows that respondents tend to repurchase intention when respondents
feel that the information in Bukalapak has fulfilled their wishes, thus answering all questions
when respondents want to shop. The ease of browsing indicator scored the lowest on the e-
satisfaction variable. Ease of browsing referred to here is that respondents are satisfied with the
ease of finding product searches and promotional offers. The response of these respondents shows
that there are still Bukalapak respondents who consider that the ease of browsing is still not good
and can have an impact on not the repurchasing intention (Chamchuntra & Fongsuwan, 2014)
states that satisfaction increases future purchase intent. In addition, the results of this study are
supported by research conducted by showing that customer satisfaction has a positive and
significant influence on repurchase intentions at (Made & Rani, 2014) Circle K in Denpasar City.
Likewise, research conducted by, which both conducted research on e-commerce (Hasman et al.,
2019) (Close, 2020) (Wen, Prybutok, & Xu, 2011), showed that e-satisfaction has a positive and
significant effect on repurchase intention.
The Effect of E-Trust on Repurchase Intention.
This research found that e-trust has a positive and significant effect on repurchase intention.
This shows that the higher the e-trust felt by Bukalapak e-commerce consumers, the customer
will repurchase intention online. Customers tend to buy back on e-commerce at times when
customers trust it. So the higher the e-trust, the greater the intention to repurchase.
In the e-trust variable, the experience indicator is the most influential indicator. The
experience indicator referred to here is that respondents believe that sellers at Bukalapak have
experience in delivering goods on time. This shows that respondents tend to repurchase intention
when consumers feel confident that sellers in Bukalapak have experience in delivering goods on
time. The institutional attestation indicator scored the lowest on the e-satisfaction variable. The
institutional endorsement referred to here is that respondents believe that Bukalapak has been
recognized for its existence by other parties such as suppliers, distributors and delivery services.
The response of these respondents shows that there are still Bukalapak respondents who conside
The Effect Of Repurchase Intent On The Millennial Generation Through E-Word Of Mouth (E-WOM)
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232
that Bukalapak has not been recognized for its existence by other parties still so that it can have
an impact on the absence of repurchase intention.
The results of this study are supported by research from the results of (Saodin et al., 2019)
e-trust trust has a significant effect on repurchase intention in hotels in Lampung. Research
conducted by shows that (Purnami &; Nurcaya, 2015) e-trust positively affects online repurchase
intentionwhich is shown by a positive correlation coefficient. In a study entitled the effect of e-
satisfaction and e-trust (Susanto, 2003) of hotel consumers on online repurchase intention at
Traveloka, it shows that e-trust has a positive and significant influence on online repurchase
intention.
Pengaruh E-Word of mouth terhadap Repurchase Intention.
This study found that the e-word of mouth has a positive and significant effect on
repurchase intention. This shows that the higher the e-word of mouth felt by Bukalapak e-
commerce consumers, the customer will repurchase intention online. Customers tend to buy back
on e-commerce the next time the customer gets the e-word of mouth. So the higher the e-word of
mouth, the intention to rebuy will also be greater.
In the e-word-of-mouth variable, the indicator of wanting to help consumers related to
purchasing decisions is the most influential indicator. This shows that comments about products
that have been purchased by consumers or testimonials are information that can increase
repurchase intention. Consumer indicators expressing dissatisfaction get the lowest value, this
shows that disappointed consumers tend not to repurchase intention so they do not visit the
Bukalapak site.
The results of this study are supported by and who formulate that (Saodin et al.,
2019)(Luthfi &; Farida, 2019) e-word of mouth has a significant effect on repurchase intention.
Research conducted by those who research Citilink Indonesia and found that if the more positive
the (Erif, 2019) e-word of mouth from Citilink Indonesia customers, the higher the intention to
buy back.
The Effect of E-Satisfaction on Repurchase intention through E-word of mouth
This study found that e-satisfaction has a positive and significant effect on repurchase
intention through e-word of mouth. This shows that e-word of mouth can strengthen and can
also weaken consumer repurchase intention in Bukalapak, in the path analysis in this study e-
word of mouth strengthens the effect of e-satisfaction on repurchase intention which was
previously numbered t statistic 4.475 and after going through eword of mouth to 6.168.
The results of this study are supported by research conducted with the title of research on
the effect of consumer satisfaction and value perception on repurchase interest with intervening
word of mouth (Fachruddin, 2018)with results showing that satisfaction affects repurchase
interest through word of mouth as an intervening variable. The results of research conducted by
online travel agents in Indonesia found different things (Sofia Gudono, 2016) there was no effect
of satisfaction on repurchase interest through positive word of mouth in online travel agents in
Indonesia.
The Effect of E-Trust on Repurchase intention through E-word of mouth
This study found that e-trust has a positive and significant effect on repurchase intention
through e-word of mouth. This shows that e-word of mouth can strengthen and can also weaken
consumer repurchase intention in Bukalapak, in the path analysis in this study e-word of mouth
strengthens the influence of e-trust on repurchase intention which was previously numbered t
statistic 3.068 and after going through e-word of mouth to 7.203.
The results of this study are supported by research with the object of research of Indomaret
outlet customers in Surabaya with the results stating that trust significantly affects the intention
to buy back through WOM. Another supporting research is a study conducted by entitled the
Influence of(Fahmi Rizanata, 2014)(Saodin et al., 2019) E-Service Quality Toward E-
Satisfaction, E-Trust, E-Word of Mouth and Online Repurchase Intention: a Study on the
Consumers of the Three-Star Hotels in Lampung e-word of mouth there is an influence of e-trust
on online repurchase intention through e-word of mouth.
CONCLUSION
The Effect Of Repurchase Intent On The Millennial Generation Through E-Word Of Mouth (E-WOM)
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233
Based on the results of the study and discussion of the effect of e-satisfaction and e-trust
on repurchase intention through e-word of mouth as an intervening variable of Bukalapak e-
commerce in the Millennial generation, the conclusions of this study can be drawn as follows: a)
E-satisfaction affects e-word of mouth. This shows that the e-satisfaction felt by Bukalapak e-
commerce consumers will affect the consumer's e-word of the mouth towards Bukalapak e-
commerce. Respondents tend to recommend to others after respondents feel satisfied shopping.
So the higher the customer satisfaction, the greater the chance of customers recommending. b) E-
trust affects e-word of mouth. This shows that the e-trust felt by Bukalapak e-commerce
consumers will affect the consumer's e-word of mouth towards Bukalapak e-commerce.
Customers tend to recommend to others after customers feel trust in Bukalapak. So the higher the
trust, the greater the chance of customers recommending. c) E-satisfaction affects repurchase
intention. This shows that the e-satisfaction felt by Bukalapak e-commerce consumers will affect
the consumer's e-repurchase intention towards Bukalapak e-commerce. Customers tend to buy
back on e-commerce customers are satisfied with their online shopping. So the higher the e-
satisfaction, the greater the intention to repurchase. d) E-trust affects repurchase intention. This
shows that the higher the e-trust felt by Bukalapak e-commerce consumers, the customer will
repurchase intention online. Customers tend to buy back on e-commerce at times when customers
trust it. So the higher the e-trust, the greater the intention to repurchase. f) E-word of mouth affects
repurchase intention. This shows that the higher the e-word of mouth felt by Bukalapak e-
commerce consumers, the customer will repurchase intention online. Customers tend to buy back
on e-commerce the next time the customer gets the e-word of mouth. So the higher the e-word of
mouth, the intention to rebuy will also be greater. g) E-satisfaction affects repurchase intention
through e-word of mouth. This shows that e-word of mouth can strengthen and can also weaken
consumer repurchase intention at Bukalapak, in this study e-word of mouth strengthens the effect
of e-satisfaction on repurchase intention h) E-trust affects repurchase intention through e-word of
mouth. This shows that e-word of mouth can strengthen and can also weaken consumer
repurchase intention in Bukalapak, in the path analysis in this study e-word of mouth strengthens
the influence of e-trust on repurchase intention.
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