The Effect of Electronic Word of Mouth to Repurchase Intention of Shopee Online Store Consumers in Medan City

Sesria Iidh Arima, . Zulkarnain, Eka Danta Jaya Ginting


The development of technology from year to year is increasingly rapid. The development of the use of the internet is one form of technological development that has delivered many conveniences in various activities in life, such as online business transactions. Every online store expects an increase in total transactions, both from new customers and from previous consumers to increase profits. Thus, online seller need to understand the reasons why consumers are willing to repeat purchases through the online store. The purpose of this study was to determine the effect of electronic word of mouth on repurchase intention. This study involved 415 consumers of Shopee online store in Medan. Measuring instruments used in this study were the scale of repurchase intention and electronic word of mouth scale. Based on the results of the regression analysis shows that electronic word of mouth has a positive and significant effect on the intention to repurchase. The implication of this research is that online store company can increase the intention to repurchase consumers by empowering consumers to disseminate positive information in various internet media.


Repurchase Intention, Electronic Word of Mouth, Consumer, Shopee Online Store

Full Text:



Turban, E., King, D., Lee, J., & Viehland, D. (2004). Electronic commerce: A managerial perspective. New Jersey: Pearson Prentice Hall.

CNN Indonesia. (February, 4th 2019). Indonesian netizens likeliness of Online Shopping. Retrieved From CNN Indonesia website:

Karayanni, D. (2003). Web shoppers and non-shoppers: Compatibility, relative advantage and demographics. European Business Review, 15 (2), 141-152.

Iprice. (2019). Map Of Ecommerce. Retrieved From Iprice website:

Şahin, A., Kitapçı, H & Zehir, C. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6 (45), 11190-11201.

Heute, A.N. (2017). A literature review of word of mouth and electronic word of mouth: Implication of consumer behavior. Mini Review Frontiers in Psychology, 8, 1256-1260.

Lee, B.K., & Griffin, J.K (2005). Modelling consumer satisfaction and word of mouth: Restaurant patronage in Korea. The Journal of Service Marketing, 19(3), 161-176.

Gruen,T.W., Osmonbekov,T & Czaplewski,A.J (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.

Mowen, J.C., & Minor, M. (2002). Consuments behaviours..translated by (LinaSalim). Jakarta : Erlangga.

Maisam, S., & Mahsa, R. D. (2016). Positive word-of –mouth marketing: Explaining the role of value congruity and brand love. Journal of Competitiveness, 8(1), 19-27.

Hellier, P.K., Geursen, G.M., Carr, R.A., & Rickard, J.A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11-12), 1762-1800.

Chiu, C.M., Fang, Y.H., Cheng, H.L., & Yen, C. (2013). On online repurchase intentions : Antecendents and the moderating role of switching cost. Human Systems Management, 32 (4), 283-296.

Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research, 22(5), 591–612.

Hennig, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18 (1), 38–52.

Katamrin, M. (2012). The effect of electronic word of mouth, trust and perceived value on behavioral intention from the perspective of consumers. International Journal of Academic Research in Economic and Management Sciences, 1(4),56-66.

Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F. (2010). E-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Science. 27 (1). 5-23.

Ladhari, R., & Michaud, M. (2015). E-WOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 2(46), 26-45.

Arif, M.E. (2019). The influence of electronic word of mouth (EWOM), brand image, and price on re-purchase intention of airline customers. Journal of Applied Managemen (JAM), 17(2), 345-356.

Panigoro, A., Rahayu, A., & Rahayu, V. (2018). Online based analysis of e-lifestyle and e-word of mouth to repurchase intention (Survey of Fashion online Berrybenka goods customer in instagram fabn page ) Business and Management science Journal, 45(1), 25-33.

Field, A. (2009). Discovering statistics using SPSS (Third ed). London : Sage Publication, Inc.

Azwar, S. (2009). Metode Penelitian. Yogyakarta: Pustaka Pelajar.



  • There are currently no refbacks.

Copyright (c) 2020 Sesria Iidh Arima

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.