The Effect of Coupon Sales Promotion, Online Customer Review and Perceived Enjoyment on Repurchase Intention in e-Commerce Shopee

Abstract

This study is aim to find out whether coupon sales promotion, online customer review and perceived enjoyment can influence the interest of repurchasing in e-commerce Shopee. In this research, the population is e-commerce shopee consumers. The study used a purposive sampling technique with the criteria of respondents who spend at least Rp. 90,000 twice. Distribution of questionnaires using the google docs link and getting as many as 160 respondents. The analysis used in this study is multiple linear regression by using SPSS 24. The results of this study showed that coupon sales promotion, online customer review and perceived enjoyment significantly influenced the interest of repurchase in e-commerce Shopee. In this study, the most influential variable is perceived enjoyment.