Pengaruh Visibilitas Persediaan Real-Time dan Fleksibilitas Pemenuhan Pesanan terhadap Niat Pembelian Ulang Pelanggan pada Produk Wardah Official Store Di Marketplace
DOI:
https://doi.org/10.31004/ijisk.v3i4.1009Keywords:
visibilitas persediaan real-time, fleksibilitas pemenuhan pesanan, niat pembelian ulang, Wardah Official Store, Shopee.Abstract
This study aims to analyze the effect of real-time inventory visibility and order fulfillment flexibility on customers’ repurchase intention at Wardah Official Store on the Shopee marketplace, both partially and simultaneously. This research employed a quantitative approach with a causal associative design. The sample consisted of 96 students of Universitas Muhammadiyah Mamuju who were selected using purposive sampling. Data were collected through observation, preliminary interviews, documentation, literature review, and a five-point Likert-scale questionnaire. The data were analyzed using validity and reliability tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination with the assistance of IBM SPSS. The results show that real-time inventory visibility has a positive and significant effect on repurchase intention, with a regression coefficient of 0.280, a beta coefficient of 0.319, a t-value of 3.420, and a significance value of 0.001. Order fulfillment flexibility also has a positive and significant effect, with a regression coefficient of 0.298, a beta coefficient of 0.346, a t-value of 3.710, and a significance value of 0.000. Simultaneously, both variables significantly affect repurchase intention, as indicated by an F-value of 20.254 and a significance value of 0.000. The R Square value of 0.303 indicates that 30.3% of the variation in repurchase intention can be explained by the two independent variables, while the remaining 69.7% is influenced by other factors outside the research model.
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