Enhancing Online Shopping: Factors Influencing Repurchase Intentions Among University Students
Keywords:
Perceived Ease of Use, Perceived Usefulness, Consumer Satisfaction, Repurchase Intention, E-Commerce, Digital Loyalty
Abstract
This study examines the relationships among perceived ease of use, perceived usefulness, user satisfaction, and repurchase intention among Management students at Mahardhika College of Economics. Employing a quantitative approach supported by structural equation modeling, the analysis reveals that both perceived ease of use and perceived usefulness significantly and positively influence user satisfaction. Furthermore, satisfaction mediates the relationship between usability perceptions and repurchase intention, highlighting its central role in shaping behavioral outcomes. These findings suggest that platform designers should simultaneously enhance interface simplicity and communicate functional value to foster genuine user loyalty. The results provide practical implications for website developers, product managers, and brand strategists aiming to strengthen user engagement in an increasingly competitive digital marketplace. Future research is encouraged to incorporate psychological factors, demographic characteristics, and situational variables to enrich the theoretical understanding of digital consumer behavior and provide a more comprehensive model of online loyalty formation.
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References
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Almaiah, M., Al-Khasawneh, A., & Thunibat, A. (2020). Exploring the critical challenges and factors influencing the E-learning system usage during COVID-19 pandemic. Education and Information Technologies, 25. https://doi.org/10.1007/s10639-020-10219-y
Asmarina, N. L. P. G. M., Yasa, N. N. K., & Ekawati, N. W. (2022). Role of Satisfaction in Mediating the Effect of Perceived Ease of Use and Perceived Usefulness on Purchase Intention. International Research Journal of Management, IT and Social Sciences, 9(5), 690–706. https://doi.org/10.21744/irjmis.v9n5.2164
Austin, A. J., & Pervaiz, S. (2017). The relation between ‘student loyalty’ and ‘student satisfaction’ (A case of college/intermediate students at forman Christian college). European Scientific Journal, 57(18), 100–117.
Basyar, K., & Sanaji, S. (2018). Pengaruh Persepsi Kemudahan dan Persepsi Manfaat Terhadap Niat Beli Ulang Secara Online dengan Kepuasan sebagai Variabel Intervening. BISMA (Bisnis Dan Manajemen), 8(2), 204–217. https://doi.org/10.26740/bisma.v8n2.p204-217
Daffa, E. N. F. M., & Praswati, A. N. (2023). Pengaruh Persepsi Kegunaan Dan Persepsi Resiko Terhadap Niat Pembelian Ulang Food Delivery App Pada Generasi Milenial Dengan Kepercayaan Sebagai Variabel Mediasi. JURNAL LENTERA BISNIS, 12(2). https://doi.org/https://doi.org/10.34127/jrlab.v12i2.767
Dwivedi, Y., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A., Kumar, V., Rahman, M., Raman, R., Rauschnabel, P., Rowley, J., Salo, J., Tran, G., & Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Faizal, N. (2019). Analisis Persepsi Manfaat, Persepsi Kemudahan, Dan Kualitas Pelayanan Terhadap Kepuasan Pengguna Aplikasi Komunikasi Snaapp Pada Sd Ignatius Slamet Riyadi Karawang. Indikator: Jurnal Ilmiah Manajemen Dan Bisnis, 3(3), 93–105. https://doi.org/http://dx.doi.org/10.22441/indikator.v3i3.7425
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.11.069
Halim, A. R., & Keni. (2023). Pengaruh trust, perceived ease of use, dan perceived usefulness terhadap repurchase intention dengan menggunakan e-commerce. Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(3), 650–662. https://doi.org/https://doi.org/10.24912/jmbk.v7i3.23877
Hidayansyah, R., Ahmad, A., & Nabila, N. I. (2023). The impact of consumer reviews and ratings on purchase decisions on the Tokopedia marketplace in Indonesia. International Journal of Economics, Business, and Entrepreneurship, 6(2), 140-152. https://doi.org/10.23960/ijebe.v6i2.264
Hsiao, J. C.-Y., Moser, C., Schoenebeck, S., & Dillahunt, T. R. (2018). The Role of Demographics, Trust, Computer Self-efficacy, and Ease of Use in the Sharing Economy. Proceedings of the 1st ACM SIGCAS Conference on Computing and Sustainable Societies. https://doi.org/10.1145/3209811.3209816
Jiang, L., Sun, W., & Ren, L. (2024). Bridging the Gap: Anxiety’s Role in Shaping Consumption Patterns of Chinese University Students in the O2O E-Commerce Landscape. Journal of the Knowledge Economy, 15(3), 13211–13232. https://doi.org/10.1007/s13132-023-01642-w
Joo, Y. J., Park, S., & Lim, E. (2018). Factors Influencing Preservice Teachers’ Intention to Use Technology. Journal of Educational Technology & Society, 21(3), 48–59. http://www.jstor.org/stable/26458506
Juliawan, T. (2023). Customer Satisfaction and Repeat Business are impacted by Product Quality and Services. KINERJA: Jurnal Manajemen Organisasi Dan Industri, 2(1), 72–82. https://doi.org/10.37481/jmoi.v2i1.80
Keni Keni. (2020). How Perceived Usefulness And Perceived Ease Of Use Affecting Intent To Repurchase? Jurnal Manajemen, 24(3), 481–496. https://doi.org/10.24912/jm.v24i3.680
Kurniawan, A. (2025). The Impact of Golden Ratio Application on User Satisfaction: A Study on Horizontal Scrolling in User Interface (UI) Design. International Journal of Human–Computer Interaction, 41(1), 445–451. https://doi.org/10.1080/10447318.2023.2301254
Kurniawati, M. D., & Asana, G. H. S. (2024). Pengaruh Kompetensi, Kualitas Informasi, Dan Perceived Usefulness Terhadap Kepuasan Pengguna Sistem Informasi Akuntansi Pada PT. Taspen Persero Kantor Cabang Denpasar. Journal Research of Accounting, 5(2), 293–299. https://doi.org/10.51713/jarac.2024.527
Li, Y. (2016). Empirical Study of Influential Factors of Online Customers’ Repurchase Intention. IBusiness, 08, 48–60. https://doi.org/10.4236/ib.2016.83006
Lin, T. T., Yeh, Y.-Q., & Hsu, S.-Y. (2022). Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability. In Sustainability (Vol. 14, Issue 24). https://doi.org/10.3390/su142416546
M. Zamroji Almursyid, Zulkifli, Ahmad Surahman, & Fathur Rahman. (2024). Analysis of Consumer Behavior in Repeat Purchases of a Product. International Journal of Management and Business Economics, 2(3), 94–97. https://doi.org/10.58540/ijmebe.v3i1.622
Maat, Kees, & Konings, Rob. (2018). Accessibility or Innovation? Store Shopping Trips versus Online Shopping. Transportation Research Record, 2672(50), 1–10. https://doi.org/10.1177/0361198118794044
Martin-Hammond, A., Ali, A., Hornback, C., & Hurst, A. K. (2015). Understanding design considerations for adaptive user interfaces for accessible pointing with older and younger adults. Proceedings of the 12th International Web for All Conference. https://doi.org/10.1145/2745555.2746645
Moslehpour, M., Pham, V. K., Wong, W.-K., & Bilgiçli, İ. (2018). e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use. In Sustainability (Vol. 10, Issue 1). https://doi.org/10.3390/su10010234
Mulyadi, R. D. R., & Efawati, Y. (2024). Understanding Consumer Minds: How Psychological Aspects Drive E-commerce Purchases. International Journal Administration, Business & Organization, 5(5), 15–23. https://doi.org/10.61242/ijabo.24.359
Pambudi, R., Manggabarani, A., Nur Supriadi, Y., & Setiadi, I. (2024). Boosting repurchase rates in B2C e-commerce: the role of customer satisfaction and relationship factors. Multidisciplinary Science Journal, 7(3), 1–11. https://doi.org/10.31893/multiscience.2025096
Paradita, C. N. P., & Ekawati, N. W. (2024). Pengaruh Perceived Ease of Use, Perceived Usefulness Dan Trust Terhadap Repurchase Intention Marketplace. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 13(02), 327. https://doi.org/10.24843/eeb.2024.v13.i02.p12
Pradana, I. M. D. A., & Aksari, N. M. A. (2022). PERAN SIKAP DALAM MEMEDIASI PENGARUH PERSEPSI MANFAAT DAN PERSEPSI KEMUDAHAN TERHADAP NIAT PEMBELIAN ULANG. E-Jurnal Manajemen, 11(6), 1110–1130. https://doi.org/https://doi.org/10.24843/EJMUNUD.2022.v11.i06.p03
Prayitno, S. B. (2023). Generation Z perception of national online shopping day on Shopee e-commerce. Journal of Management Science (JMAS), 6(4), 596–604. https://doi.org/10.35335/jmas.v6i4.306
Priyatma, J. E. (2022). The Impact of Perceived Usefulness and Perceived Ease-Of-Use on Repurchase Intention of Online Shopping App User. International Journal of Social Science And Human Research, 05(10), 4764–4769. https://doi.org/10.47191/ijsshr/v5-i10-49
Rahmawati, Z., & Tjahjaningsih, E. (2024). the Influence of Perception of Risk, Ease of Use and Trust on Satisfaction and Its Impact on Repurchase Intention (Study on Shopee Application Users in Semarang City) Kepercayaan Terhadap Kepuasan Serta Dampaknya Pada Niat Beli Ulang (Studi Pada Pengguna. Journal of Economic, Business and Accounting, 7(3), 3826–3839. https://doi.org/https://doi.org/10.31539/costing.v7i3.8829
Rama, R., & Muthohar, M. (2023). Pengaruh Kepercayaan, Kemudahan Penggunaan dan Kepuasan Berbelanja Online terhadap Minat Membeli Kembali Konsumen (Studi pada Pengguna Shopee di Indonesia). Journal on Education, 5(4), 13634–13646. https://doi.org/10.31004/joe.v5i4.2374
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Published
2025-11-03
How to Cite
Manafe, L. A., Puspitasari, F. D., & Fatchurrohman, M. (2025). Enhancing Online Shopping: Factors Influencing Repurchase Intentions Among University Students. International Journal of Economics, Business, and Entrepreneurship, 8(2), 168-187. https://doi.org/10.23960/ijebe.v8i2.366
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Articles
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