Repurchase Decision: Online Customer Reviews and Flash Sales Mediated by E-Satisfaction at E-Commerce Shopee in Medan

Asrizal Efendy Nasution, Dela Ardila

Abstract


This research aims to analyze the influence of Online Customer Reviews and Flash Sales on repurchase decision through customer satisfaction. The approach used is a causal approach. The population includes all students in the city of Medan who make purchases on Shopee with a sample of 100 people. Data collection techniques used interviews and questionnaires. The data análisis technique uses a quantitative approach with statistical analysis of Outer Model, Inner Model and Hypothesis testing using SmartPLS. The research results prove that directly Online Customer Reviews, Flash Sales and E-Satisfaction have a significant influence on repurchase decision, Online Customer Reviews and Flash Sales have a significant influence on E-Satisfaction and indirectly Online Customer Reviews and Flash Sales have a significant influence on repurchase decision through E-Satisfaction at e-commerce Shopee in Medan

Keywords


Repurchase Decision; Online Customer Reviews; Flash Sales; E-Satisfaction

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References


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