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E-lifestyle Analysis of Online Repurchase Intention (Survey on Berrybenka online fashion product customer in Instagram Fan Page).
Aggi Panigoro, Agus Rahayu, Vanessa Gaffar

The phenomenon in online shopping makes business people choose e-commerce sector and strartup growing in the market of Indonesia makes an opportunity for business people to sell their fashion products one of which is making e-commerce. In this digital era, customers prefer the practicality shaded by high technology. The purpose of this study is to measure the picture and influence of E-lifestyle repurchase intention online survey on online product customers in berybenka. This research uses descriptive and verifikatif method, where SEM (Structural Equation Modeling) is used to analyze data statistically. The unit of analysis in this study is the customer who has been shopping online fashion in berrybenka as much as 200 respondents in fanpage instagram. The results showed that repurchase intention would have a good effect when viewed from the characteristics of E-lifestyle and purchases in terms of E-Word of mouth. The results of the research as a whole show that there is a significant influence of E-lifestyle against repurchase intention.

Abstract

Keywords: E-lifestyle, Repurchase intention

Topic: Marketing Management

Link: https://ifory.id/abstract/2e4XRZuVLYAb

Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Aggi Panigoro)