The Mediating Role of Repurchase Intention in the Relationship between Satisfaction and eWOM in Online Shopping Behavior

Authors

  • Loeky Rono Pradopo Faculty of Economics and Business Universitas Mercu Buana, Jakarta, Indonesia
  • Andyan Pradipta Utama Faculty of Economics and Business Universitas Mercu Buana, Jakarta, Indonesia
  • Diky Firdaus Faculty of Economics and Business Universitas Mercu Buana, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v7i6.8747

Keywords:

eWOM, Satisfaction, Repurchase Intention, Online Shopping, Marketplace

Abstract

Abstract: This study aims to analyze the role of e-satisfaction in influencing e-WOM, both directly and indirectly through e-repurchase intention, in the context of online shopping behavior. This study uses a quantitative approach with a survey design. Data were collected through a purposive sampling technique from respondents who have shopping experience on a marketplace platform and have made repeat purchases. Data analysis was conducted using PLS to test the research model. The results showed that e-satisfaction has a positive and significant effect on e-repurchase intention and e-WOM. In addition, e-repurchase intention was proven to have a positive and significant effect on e-WOM, and mediates the relationship between e-satisfaction and e-WOM. These findings indicate that customer satisfaction not only drives repurchase intention but also strengthens consumers’ tendency to spread positive things and positive recommendations online. This contribution provides an understanding of the mediation mechanism in the relationship between e-satisfaction and e-WOM, and provides practical implications for platform managers to increase customer loyalty and positive communication through managing satisfying shopping experiences.

References

Aakash, A., & Aggarwal, A. G. (2019). Role of EWOM, product satisfaction, and website quality on customer repurchase intention. In Strategy and superior performance of micro and small businesses in volatile economies (pp. 144–168). IGI Global Scientific Publishing.

Ali, H., Hamdan, H., & Mahaputra, M. R. (2022). Faktor eksternal perceived ease of use dan perceived usefulness pada aplikasi belanja online: Adopsi technology accepted model. Jurnal Ilmu Multidisplin, 1(3), 587-604.

Çelik, S., & Topuz, Y. V. (2021). The effect of brand love on the electronic word-of-mouth and repurchase intention. International Journal of Electronic Marketing and Retailing, 12(4), 357–372.

Dandis, A. O., Eid, M. A. H., & Shehadeh, R. (2026). From e-service quality to repurchase intention: the mediating roles of e-customer satisfaction and e-WOM. The TQM Journal, 1–26. https://doi.org/10.1108/TQM-08-2025-0465

Della Fitriana, N., Hamdan, H., & Imaningsih, E. S. (2021). Pengaruh e-product knowledge, e-social influence, dan e-trust terhadap keputusan berdonasi di aplikasi kitabisa. com. Ultima Management: Jurnal Ilmu Manajemen, 13(2), 271-286.

Duarte, P., Costa e Silva, S., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161–169. https://doi.org/https://doi.org/10.1016/j.jretconser.2018.06.007

Fauzi, D. H. F., & Ali, H. (2021). Determination of purchase and repurchase decisions: Product quality and price analysis (Case study on Samsung smartphone consumers in the city of Jakarta). Dinasti International Journal of Digital Business Management, 2(5), 794–810.

Fauzy, H. M., & Ali, H. (2019). Brand Trust Model: Analysis of Online Consumer Behavior, Consumer Satisfaction and Repurchase Intention (An empirical study on Hypermart Supermarket in Indonesia). Saudi Journal of Business and Management Studies, 7(2), 665–675.

Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).

Hamdan, H., Ali, H., Mahaputra, M. R., Marlapa, E., Maharani, A., Mahaputra, M. R., Saputra, E. B., Satriawan, N., Nofriladi, R., Setiawan, H. A., & others. (2023). Indonesian Online Shopping Perspective: Relationship e-Satisfaction, e-Commitment, e-Wom and e-Repurchase Intention: English. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(7), 2. https://dialnet.unirioja.es/servlet/articulo?codigo=9061544

Hamdan, H., Imaningsih, E. S., Indrajaya, S., Raharja, I., & Yuliantini, T. (2023). The role of decisions in intervening website quality, e-promotion, and e-trust towards e-repurchase intention on e-commerce. MIX: Jurnal Ilmiah Manajemen, 13(2), 348–368.

Hamdan, H., & Rizka, N. (2021). The Influence of Trust, Service Quality, Product Quality and Promotion in Shaping Repurchase Intention in Xl Axiata Providers. Journal of Law, Politic and Humanities, 1(2), 71-87.

Irvana, N., & Ali, H. (2024). Pengaruh Brand Image, Brand Experience dan Kepuasan Pelanggan terhadap Repurchase Intention pada Kota XYZ. Jurnal Humaniora, Ekonomi Syariah Dan Muamalah, 2(2), 88–101.

Larasetiati, M., & Ali, H. (2019). Model of consumer trust: analysis of perceived usefulness and security toward repurchase intention in online travel agent. Saudi Journal of Economics and Finance, 3(8), 350–357.

Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N.-A., & Javed, M. K. (2021). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206. https://doi.org/10.1108/APJML-03-2021-0221

Nafisah, I., & Istanti, F. (2025). E-service quality, e-trust, and e-wom toward repurchase intention: The mediating role of e-customer satisfaction among tiktok shop users in Semarang. International Journal of Applied Finance and Business Studies, 13(1), 186–195.

Ngo, T. T. A., An, G. K., Dao, D. K., Nguyen, N. Q. N., Nguyen, N. Y. V., & Phong, B. H. (2025). Roles of logistics service quality in shaping generation Z customers’ repurchase intention and electronic word of mouth in E-commerce industry. PLOS ONE, 20(5), e0323962. https://doi.org/10.1371/journal.pone.0323962

Phan Tan, L. (2024). Customer participation, positive electronic word-of-mouth intention and repurchase intention: The mediation effect of online brand community trust. Journal of Marketing Communications, 30(7), 792–809. https://doi.org/10.1080/13527266.2023.2177709

Prahiawan, W., Purba, J. T., & others. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop. Anser, MK, Tabash, MI, Nassani, AA, Aldakhil, AM, & Yousaf, 2021.

Redditt, J., Orlowski, M., Fyall, A., Gregory, A. M., & Ro, H. (2022). Determinants of Customer Satisfaction and eWOM in the Sharing Economy: Timeshare versus Peer-to-Peer Accommodations. In Tourism and Hospitality (Vol. 3, Issue 1, pp. 225–242). https://doi.org/10.3390/tourhosp3010016

Roy, K., Paul, U. K., Tiwari, S., & Mookherjee, A. (2024). Impact of electronic word of mouth (e-WOM) on purchasing decisions: an empirical study. Benchmarking: An International Journal, 32(10), 3901–3936. https://doi.org/10.1108/BIJ-08-2024-0642

Ruiz-Alba, J. L., Abou-Foul, M., Nazarian, A., & Foroudi, P. (2021). Digital platforms: customer satisfaction, eWOM and the moderating role of perceived technological innovativeness. Information Technology & People, 35(7), 2470–2499. https://doi.org/10.1108/ITP-07-2021-0572

Syachrony, M. I., Hamdan, H., & Ilhamalimy, R. R. (2023). The effect of e-service quality, website quality, promotion, and e-trust on repurchase intentions at e-commerce Shopee in DKI Jakarta. BASKARA: Journal of Business and Entrepreneurship, 5(2), 193–205.

Wandoko, W., & Panggati, I. E. (2022). The Influence of Digital Influencer, e-WOM and Information Quality on Customer Repurchase Intention toward Online Shop in e-Marketplace during Pandemic COVID-19: The Mediation Effect of Customer Trust. Journal of Relationship Marketing, 21(2), 148–167. https://doi.org/10.1080/15332667.2022.2035198

Downloads

Published

2026-07-28

How to Cite

Pradopo, L. R., Andyan Pradipta Utama, & Firdaus, D. (2026). The Mediating Role of Repurchase Intention in the Relationship between Satisfaction and eWOM in Online Shopping Behavior . Jurnal Ekonomi Manajemen Sistem Informasi, 7(6), 5285–5293. https://doi.org/10.38035/jemsi.v7i6.8747

Issue

Vol. 7 No. 6 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2026)

Section

Articles

License

Copyright (c) 2026 Loeky Rono Pradopo, Diky Firdaus, Andyan Pradipta Utama

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Hak cipta :

Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:

  1. Hak cipta pada setiap artikel adalah milik penulis.
  2. Penulis mengakui bahwa Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
  3. Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI).