Unlocking the Key Drivers of Online Repurchase Intentions in Indonesian Agricultural E-Commerce: An Exploratory Sequential Mixed-Methods Study

This study explores the key determinants of online repurchase intentions in Indonesia's agricultural e-commerce sector using an exploratory sequential mixed-methods approach. The qualitative phase involved semi-structured interviews with 21 experienced users whose insights were transformed into a structured questionnaire and distributed to 320 respondents. Structural equation modeling was employed to validate a conceptual framework consisting of four main constructs: Product Assurance, Service Reliability, Social Drivers, and Price and Promotion. Product Assurance, which includes product quality, secure packaging, and certification, plays a critical role in encouraging repeat purchase. Service Reliability, including seller responsiveness, delivery experience, and payment convenience, ensures a smooth and dependable shopping experience. Social Drivers, reflecting peer influence, community involvement, and narratives about product origins, enhance emotional connection and engagement. Price and Promotion, which include fairness in pricing, special offers, and loyalty rewards, significantly influence consumers’ motivation to repurchase. The final model demonstrated a good overall fit, confirming that all four constructs had a significant and positive effect on repurchase intention. This study contributes to academic knowledge by contextualizing digital consumer behavior within the agricultural sector of a developing economy. It also offers practical implications for e-commerce platforms, agribusiness actors, and policymakers, aiming to enhance customer retention, promote sustainable development, and support rural economic empowerment. Future research may extend the model to other regions and investigate the role of digital innovation in shaping consumer behavior. Keywords: Online Repurchase Intention; Agricultural E-Commerce; Mixed Methods; Structural Equation Modeling (SEM).