International Journal of Social and Management Studies (IJOSMAS)
Vol. 3 No. 1 (2022): February 2022

Linking between Brand Leadership, Customer Satisfaction, and Repurchase Intention in the E-commerce Industry

Dewiana Novitasari (Sekolah Tinggi Ilmu Ekonomi Insan Pembangunan)
Bonar Bangun Jeppri Napitupulu (Sekolah Tinggi Ilmu Ekonomi Insan Pembangunan)
Siti Abadiyah (Universitas Muhammadiyah Tangerang)
Nelson Silitonga (Sekolah Tinggi Ilmu Ekonomi Insan Pembangunan)
Masduki Asbari (STMIK Insan Pembangunan)

Article Info

Publish Date
18 Jan 2022

Abstract

The purpose of this study is to investigate the effect of brand leadership (which consists of the dimensions of quality, value, innovation, and popularity) perceived by consumers of an e-commerce website on customer satisfaction among private college students. In addition to testing the effect of customer satisfaction on repurchase intention. The sample of this research was taken from 1026 students using simple random sampling techniques and using SEM (Structural Equation Model) with SmartPLS software version 3.0 as a statistical tool. The results of this study indicate that all dimensions of brand leadership have a positive and significant effect on customer satisfaction. Likewise, the customer satisfaction variable has a positive and very significant effect on repurchase intention among respondent students. The quality dimension has the greatest influence on increasing customer satisfaction on e-commerce sites. Then followed by the dimensions of value, innovation, and popularity dimensions.

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Journal Info
International Journal of Social and Management Studies (IJOSMAS)
Website

Abbrev

ijosmas

Publisher

Universitas Pelita Harapan

Subject

Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

Description

International Journal of Social and Management Studies (IJOSMAS) is a peer-reviewed bimonthly journal that publishes empirical, conceptual and review papers of exceptional quality that contribute to enrich business administration thinking .The objective of the Journal is to disseminate knowledge, ...