Analisis Pengaruh Kepuasan dan Pembelian Ulang Terhadap Pembentukan Electronic Word-of-mouth (eWOM) di E-commerce Shopee Pada Pengguna Gen Z

Abstract

This study examines the influence of electronic satisfaction (e-satisfaction) and repurchase intention on the formation of electronic Word of Mouth (eWOM) among Gen Z users on the Shopee e-commerce platform. The analysis revealed that e-satisfaction significantly impacts eWOM, with a coefficient of 0.570 and a significance level of < 0.001, while repurchase intention showed no significant effect (coefficient 0.053, p = 0.747). Normality tests indicated non-normal distribution of the variables, suggesting the need for data transformation or non-parametric methods in future research. The study concludes that customer satisfaction plays a more substantial role in driving positive eWOM than repurchase intention, offering strategic implications for e-commerce platforms to prioritize enhancing user experiences. The findings also provide new insights into Gen Z’s digital shopping behavior, which are relevant for developing more effective marketing strategies.