Main Article Content


This study aims to analyze and explain the effect of e-service quality, price perception, and experiential marketing on the repurchase intention of online fashion products in e-commerce. The research uses a quantitative approach, design research with a survey to the respondents. The population is all consumers who shop for fashion through online sales in Indonesia e-commerce. Collecting data using non-probability sampling method, by means of self-selection and convenience, those who are easy to find, meet the requirements as a population and are willing to be used as research samples. The number of samples is 290 respondents. Analysis using the Structural Equation Model (SEM) method with AMOS 24.0 Software. The results of the analysis can show that e-service quality, price perception, and experiential marketing have a positive and significant effect on customer satisfaction. E-service quality, experiential marketing, and customer satisfaction have a positive and significant effect on repurchase intention. However, price perception has a negative and significant effect on repurchase intention. The novelty of this research is to explore the determinants of repurchase intention with the influencing variables consist of service quality, price perception and fashion shopping experience by Indonesian consumers in e-commerce through the intervening variable of customer satisfaction for customers in Indonesia.


E-Service quality; price perception; experiential marketing; customer satisfaction; repurchase intention

Article Details

How to Cite
Nopreza, M. A. A., & Sumadi. (2022). Determinant factors of repurchase interest of buying fashion products online in e-commerce. Asian Management and Business Review, 2(2), 162–175.


  1. Andreani, F. (2007). Experiential marketing (sebuah pendekatan pemasaran). Jurnal Manajemen Pemasaran, 2(1), 1-8.
  2. Blut, M., Chowdhry, N., Mittal, V., & Brock, C. (2015). E-service quality: A meta-analytic review. Journal of Retailing, 91(4), 679-700.
  3. Chich, S. S. (2012). Empirical study pertaining to the effect of price on customer customer satisfaction with respect to dominos and pizza hut. International Journal of Applied Services Mark ed Services Marketing Perspectives. 1(2), 131.
  4. Fauroni, M., & Lukman. (2002). Visi Al-Quran tentang Etika dan Bisnis. Jakarta : Salemba Diniyah.
  5. Febriani, N., & Dewi, W. W. (2019). Perilaku Konsumen di Era Digital : Beserta Studi Kasus. Malang : UB Press.
  6. Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  7. Guzel, S. O., & Bas, Y. N. (2020). Understanding the relationship between physical environment, price perception, customer satisfaction and loyalty in restaurants. Journal of Tourism and Gastronomy Studies, 8(2), 762-776.
  8. Hair, J., Anderson, R., Black, B., & Babin, B. (2010). Multivariate Data Analysis: Global Edition, 7th Edition. New Jersey: Pearson Education.
  9. Hanan, M., & Karp, P. (1991). Customer Satisfaction: How to Maximaze, Measure and Market your company’s Ultimate Product. New York: American Management Association.
  10. Herington, C., & Weaven, S. (2008). E-retailing by banks: E-service quality and its importance to customer satisfaction. European Journal of Marketing, 43(9), 1220-1231.
  11. Hermawan, B., Basalamah, S., Djamereng, A., & Plyriadi, A. (2017). Effect of service quality and price perception on corporate image, customer satisfaction and customer loyalty among mobile telecommunication services provider. IRA-International Journal of Management & Social Sciences, 8(1), 62-73.
  12. Hume, M., Mort, G. S., & Winzar, H. (2007). Exploring repurchase intention in a performing arts context: who comes? And why do they come back?. International Journal of Nonprofit and Voluntary Sector Marketing, 12(2), 135–148.
  13. Indrawati, & Fatharani, U.S. (2016). The effect of experiential marketing towards customer satisfaction on online fashion store in Indonesia. Asia Pasific Journal of Advanced Business and Social Studies, 2(2), 232-241.
  14. Iriawan, D.P., & Sumadi, S. (2021). Determining brand strenghth against WOM with the mediation of customer satisfaction and business loyalty of Garuda Indonesia aircraft flight. Asian Management and Business Review, 1(1), 68–79.
  15. Jarvenpaa, S. L., & Todd, P. A. (1997). Consumer reactions to electronic shopping on the world wide web. International Journal of Electronic Commerce, 1(2), 59-88.
  16. Johan, I. S., Indriyani, R., & Gaile, Z. V. (2020). Measuring repurchase intention of fashion online shopping. International Conference on Social Sciences and Humanities, SHS Web of Conference, Surabaya. Vol.76.
  17. Kementerian Komunikasi dan Informatika RI. Kemkominfo: Pertumbuhan e-Commerce Indonesia Capai 78 Persen, Februari 2019. Retrieved from
  18. Kotler, P., & Keller, K. L. (2016). Marketing Management. Harlow: Pearson Education Limited.
  19. Laudon, K. C., & Laudon, J. P. (1998). Management Information System - New Approaches to Organization & Technology. 5th Edition. New Jersey: Prentice Hall.
  20. Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
  21. Lestari, V. T., & Ellyawati, J. (2019). Effect of e-service quality on repurchase intention: testing the role of e-satisfaction as mediator variable. International Journal of Innovative Technology and Exploring Engineering, 8(7), 158-162.
  22. Liu, Y., Pu, B., Guan, Z., & Yang, Q. (2015). Online customer experience and its relationship to repurchase intention: An empirical case of online travel agencies in China. Asia Pacific Journal of Tourism Research, 21(10), 1085-1099.
  23. Martin‐Consuegra, D., Molina, A., & Esteban, A. (2007). An integrated model of price, satisfaction and loyalty: An empirical analysis in the service sector. Journal of Product and Brand Management, 16(7), 459-468.
  24. Mensah, I., & Mensah, R. D. (2018). Effects of service quality and customer satisfaction on repurchase intention in restaurants on University of Cape Coast Campus. Journal of Tourism, Heritage & Services Marketing, 4(1), 27-36.
  25. Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162.
  26. Oliver, R. L. (1997). Satisfaction A Behavioral Perspective On The Consumer. Singapore: McGraw-Hill Education.
  27. Peter, J. P., & Olson, J. C. (2000). Consumer behavior: Perilaku dan Strategi Pemasaran Jilid 1 Edisi Keempat. Jakarta: Erlangga.
  28. Phuong, N. N., & Trang, T. T. (2018). Repurchase intention: the effect of service quality, system quality, information quality, and customer satisfaction as mediating role: A PLS approach of m-commerce ride hailing service in Vietnam. Marketing and Branding Research, 5(2), 78-91.
  29. Pudjarti, S., Nurchayati, & Putranti, H. R. (2019). Hubungan e-service quality dan e-loyalty dengan e-satisfaction pada konsumen Go-jek dan Grab di Kota Semarang. Jurnal Ilmu-ilmu Sosial dan Humaniora, 21(3), 237-246.
  30. Razi, F. F. (2016). Sense marketing, experiential marketing, customer satisfaction and repurchase intention. Journal of Marketing and Consumer Research, 21(7), 67-73.
  31. Rohwiyati, & Praptiestrini. (2019). The effect of shopee e-service quality and price perception on repurchase intention: Customer satisfaction as mediation variable. Indonesian Journal of Contemporary Management Search, 1(1), 47-54.
  32. Salim, M. A., Soliha, E., & Siswanto, A. B. (2020). Effect location, price perception of satisfaction customers and impact on repurchase intention. International Journal of Civil Engineering and Technology, 11(5), 157-169.
  33. Santos, J. (2003). E-service quality: A model of virtual service quality dimensions. Emerald: Managing Service Quality, 13(3), 233-246.
  34. Saunders, M., Lewis, P., & Thornhill, A. (2016). Research Methods for Business Students. 7th Edition. United Kingdom: Pearson Education.
  35. Schmitt, B. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Pass.
  36. Subawa, N. S., Widhiasthini, N. W., & Suastika, N. P. (2020). The effect of experiential marketing, social media marketing, and brand trust on repurchase intention in Ovo Applications. International Research Journal of Management, IT & Social Sciences, 7(3), 11-21.
  37. Suhaily, L., & Soelasih, Y. (2017). What effects repurchase intention of online shopping. International Business Research, 10(12), 113-122.
  38. Tandon, U., Kirana, R., & Saha, A. N. (2017). Customer satisfaction as mediator between website service quality and repurchase intention: An emerging economy case. Service Science, 7(2), 106–120.
  39. Wen, C., Prybutok, V. R., & Xu, C. (2015). An integrated model for customer online repurchase intention. Journal of Computer Information Systems, 52(1), 14-23.
  40. Williams, A. (2006). Tourism and hospitality marketing: Fantasy, feeling and fun. International Journal of Contemporary Hospitality Management, 18(6), 482-495.
  41. Wolfinbargera, M., & CGilly, M. (2003). E-TailQ : Dimensionalizing, measuring and predicting retail quality. Journal of Retailing, 79(3), 183-198.
  42. Yang, Z. (2001). Consumer Perceptions of Service Quality in Internet-Based Electronic Commerce. Proceedings of 30th EMAC Conference, (p. 8-11). Bergen.
  43. Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of gen Y: Do brand experience and brand preference mediate? Heliyon, 6(11), e05532.
  44. Yen, C., Hsu, M.H., Chang, C.M. (2013). Exploring the online bidder’s repurchase intention: a cost and benefit perspective. Information Systems and e-Business Management, 11(2), 211-234.
  45. Yuan, Y. H., & Wu, C. K. (2008). Relationships among experiential marketing, experiential value, and customer satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387-410.
  46. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
  47. Zhou, R., Wang, X., Shi, Y., Zhang, R., Zhang, L., & Guo, H. (2019). Measuring e service quality and its importance to customer satisfaction and loyalty: An empirical study. Electronic Commerce Research, 19(3), 477-499.