Factors Influencing E-Commerce Repurchase Intention Customer Experience E-Service Quality

In Indonesia rapidly expanding e-commerce sector, cultivating customer repurchase intention is paramount for sustained growth and competitiveness. This study investigates the critical factors influencing online repurchase decisions, focusing on the roles of customer experience and e-service quality, alongside hedonic motivation, with customer satisfaction and trust serving as mediating variables. Adopting a quantitative research design, data were collected from 202 Indonesian online shoppers via an online questionnaire and rigorously analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that customer experience, hedonic motivation, and e-service quality significantly enhance both customer satisfaction and trust in online retailers. Crucially, both satisfaction and trust are identified as strong positive predictors of repurchase intention. These results underscore the imperative for e-commerce platforms to prioritize a seamless and emotionally engaging customer journey, coupled with consistent high-quality e-service, to foster enduring customer relationships and drive long-term business sustainability.