Pengaruh Price Sensitivity dan E-Wom terhadap Repurchase Intention dengan Online Customer Review dan Reference Group sebagai Variabel Moderasi pada Aplikasi Zomato

Abstract

The purpose of writing this study is to find latent variables that have a significant influence on repurchase intention variables, such as price sensitivity, e-WOM, online customer review (OCR), and reference group. The population used respondents in DKI Jakarta with a sample size of 181 people and analyzed 163 people using purposive sampling. The method used is quantitative by using a questionnaire as a research instrument. Data analysis techniques using Smart PLS. The result are price sensitivity and E-Wom have an effect on repurchase intention; OCR doesn’t moderate the effect of Price Sensitivity and E-WOM to Repurchase Intention; Reference Group doesn’t moderate the effect of Price Sensitivity and E-WOM to Repurchase Intention. This research was done to premium business in Jakarta.