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The Effect of Lifestyle, Perception, Satisfaction, and Preference on The Online Re-purchase Intention

2018; INSTITUTO FEDERAL DE SÃO PAULO; Volume: 9; Issue: 2 Linguagem: Inglês

10.14807/ijmp.v9i2.690

2236-269X

Winda Victoria Pebriani, Ujang Sumarwan, Mega Simanjuntak,

Digital Marketing and Social Media

The objective of this research was to analyze the effect of lifestyle, perception, satisfaction, and preference on the online re-purchase intention. The data are collected from 218 women consumers who have bought Muslim clothing through e-commerce (Hijup) and social network (Instagram) at least two times in the last three months. The data are analyzed using t-test and Structural Equation Modelling (SEM). The result of this research indicates that lifestyle has a significant effect on perception, perception has an effect on satisfaction, satisfaction has an effect on preference, and preference has an effect on re-purchase intention. Meanwhile, satisfaction has no significant effect on re-purchase intention in both models.