The influence e-service quality, brand image, and sales promotion on repurchase intentions on the platform e-commerce Tokopedia.

Abstract

The rapid development of information technology has transformed conventional trading activities into digital transactions e-commerce platforms. Tokopedia, as one of the largest e-commerce platforms in Indonesia, increasing competition and a noticeable decline in user numbers, which may indicate decreasing repurchase intention. This study to analyze the effect of e-service quality, brand image, and sales promotion on repurchase intention among Tokopedia users. This research employs a quantitative approach using a descriptive and verificative research design. Data were collected through a structured questionnaire distributed to 170 Tokopedia users selected using purposive sampling. The questionnaire measured four main variables: e-service quality, brand image, sales promotion, and repurchase intention. The collected data were analyzed using IBM SPSS Statistics version 26, including validity and reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), and hypothesis testing through t-test and F-test at a 5% significance level. The results indicate that e-service quality, brand image, and sales promotion each have a positive and significant effect on repurchase intention, both partially and simultaneously. Among the three independent variables, sales promotion shows the strongest influence on repurchase intention. The coefficient of determination reveals that 85.5% of the variation in repurchase intention can be explained by e-service quality, brand image, and sales promotion, while the remaining 14.5% is influenced by other factors not examined in this study. These findings suggest that improving electronic service performance, strengthening brand image, and implementing effective sales promotion strategies are crucial to enhancing consumer repurchase intention on the Tokopedia e-commerce platform.