REVEALING GEN Z'S E-COMMERCE SECRETS: HOW INCREASE REPURCHASE INTENTION

Study This researching connection between e-satisfaction, e-word of mouth (e-WOM), and repurchase intention among consumers user Generation Z (Gen Z) in e-commerce sector , especially on the Shopee platform. As a digital generation, Gen Z shopping behavior is highly influenced by their experiences in the online world. This study focuses on understanding how e-satisfaction affects e-WOM and repurchase intention, and how e-WOM mediates the relationship. A sample of 112 Gen Z respondents who had made at least two transactions on Shopee were analyzed using the SEM-PLS method. The results showed that e-satisfaction had a significant positive effect on repurchase intention and e-WOM, and e-WOM also influenced repurchase intention. This study highlights the importance of increasing customer satisfaction to build loyalty and positive recommendations online, which ultimately drives repurchase intention. These findings provide valuable insights for e-commerce platforms looking to strengthen relationships with Gen Z consumers.