Pengaruh Pengalaman Membeli dan Kepuasan Konsumen Terhadap Niat Membeli Kembali (Studi Pada Konsumen Shopee di Lumajang)

Abstract

The development of digital technology is increasing in various fields, one of which is in buying and selling transactions which changes people's behavior from offline to online transactions such as using Shopee e-commerce to meet their needs. This study aims to explain the effect of purchasing experience and customer satisfaction on the repurchase intention of Shopee consumers in Lumajang. The data source for this study comes from the results of distributing questionnaires to 60 respondents through the nonprobability sampling method to consumers who have bought at Shopee at least 2 times and are 17 years old. The data testing technique in this study is multiple linear regression analysis technique. The results prove that buying experience does not have a significant influence on consumer repurchase intentions. However, customer satisfaction is proven to have a significant influence on repurchase intentions. This is because consumers tend not to consider comfort proficiency, or the level of difficulty in the application, but are more concerned about satisfaction with the products and services that have been offered in processing transactions. From a high sense of satisfaction will increase consumer repurchase intentions.