The Effect of Price Perception and E-Promotion on Repurchase Intention Mediated by E-Satisfaction on E-Commerce in Bandung City, Indonesia

Abstract

Objective: The purpose of this study is to examine how price perception and e-promotion affect e-satisfaction-mediated repurchase intention in Bandung's Tokopedia e-commerce. Study Design: This type of research is quantitative, which is intended to determine the relationship between price perception and e-promotion to repurchase intention mediated by e-satisfaction. Place and Duration of Study: Tokopedia e-commerce, Bandung, between June and July. Methodology: The research method in the research is a quantitative approach and the research population is customers who have placed orders or purchases on Tokopedia e-commerce. The number of sample research populations in this study is based on the theory according to Sekaran & Bouqie (2017) Roscoe, (1975) where the recommended research is a sample of at least ten times more than the research variable. Meanwhile, the researchers in this study calculated that the sample was 30 times more variables, with each sample consisting of price perception, e-promotion, repurchase intention, and e-satisfaction. The total population of this study is 123 respondents. The technique in determining the research sample used is convenience sampling which is classified as non-probability sampling. The sampling criteria are respondents aged 15-65 years, and have shopped for Tokopedia e-commerce more than 1 (one) purchase. The data processing in the study is a quantitative descriptive analysis through the likert scale in data collection. Themultiple regression of the study uses the statistical program of social science (SPSS) version 25. Results: Based on the results of the multiple regression test, there was a positive and significant influence between price perception and e-satisfaction. Conclusion: Tokopedia e-commerce can increase price perception by paying attention to price affordability, adjusting prices to product quality, adjusting prices to product benefits and price variations with product availability so that consumers are more satisfied in shopping on Tokopedia e-commerce. Then, Tokopedia e-commerce can increase e-satisfaction by making shopping features more convenient so that consumers are happy to linger transacting on Tokopedia e-commerce.