Analysis of Factors Affecting Online Repurchase Intention of Millennial Consumers Through Tokopedia Mobile Application

Abstract

This study is aimed to examine the impact of Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Trust, and Return Policy on Online Repurchase Intention of Millennial consumers through Tokopedia Mobile Application. The study was conducted on Millennial respondents who have purchased the product at least 1 time in the last 6 months using Tokopedias mobile application. In total, there were 163 valid responses.This study is a quantitative research, and data analysis was conducted using multiple regression analysis method with SPSS version 23. The results show that Perceived Usefulness of mobile application was found positively and significantly affect the Online Repurchase Intention of Millenial consumers in Tokopedia. Perceived Ease of Use, Trust, and Return Policy of mobile application were found to have no significant impact on Online Repurchase Intention of Millenial consumers in Tokopedia. Perceived Risk of mobile application was found to have a negative and significant impact on Online Repurchase Intention of Millenial consumers through Tokopedia mobile application.