• Agustin Harisatul Institut Teknologi Sepuluh Nopember
  • Ardiantono Dewie Saktia Institut Teknologi Sepuluh Nopember
  • Shalati Tavia Adinta Institut Teknologi Sepuluh Nopember
Abstract views: 29 ,
Keywords: Sales promotion, E-WOM, Brand awareness, Perceived ease of use, Consumer trust, Purchase Decision, Repurchase Intention, E-Commerce, Lazada


The emergence of technology and the Internet has significantly influenced the use of digital platforms, especially in the realm of online commerce or e-commerce. One of the e-commerce in Indonesia is Lazada. Lazada consistently improves its sales techniques to remain competitive, including through consumer reviews communicated via Electronic Word of Mouth (E-WOM). This research analyzes the influence of sales promotions, brand recognition, and perceived ease of use on purchasing decisions and intentions to make repeat purchases. This study uses a quantitative approach. The population in this study was Lazada consumers in Jakarta, Bogor, Depok, Tangerang, Bekasi, and the sample used was 337. Analysis was carried out using SmartPLS software. The results show that sales promotions, brand recognition, and perceived ease of use benefit purchasing decisions, influencing consumers' intentions to make repeat purchases. Consumer trust has a significant role in influencing the relationship between purchasing decisions and repurchase intentions. However, electronic word-of-mouth (E-WOM) does not significantly influence purchasing decisions within Lazada's e-commerce framework.


Download data is not yet available.


Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3).
Abd-Elaziz, M. E., Aziz, W. M., Khalifa, G. S., & Abdel-Aleem, M. (2015). Determinants of Electronic word of mouth (EWOM) influence on hotel customers' purchasing decision. International Journal of Heritage, Tourism, and Hospitality, 9(2/2), 194–223.
Akyüz, A. (2013). Determinant factors influencing eWOM. Mediterranean Journal of Social Sciences, 4(11).
Ali, K. M., Haron, N., Izni, N. A., & Ali, A. M. (2022). The Impact of Sales Promotion and Ewom on consumer's Actual Purchase Online in Kuala Lumpur, Malaysia: a study on Generation-Y. International Journal of Special Education (IJSE).
Alshweesh, R., & Bandi, S. (2022). The Impact of E-Commerce on consumer purchasing behavior: The mediating role of Financial technology. International Journal of Research and Review, 9(2), 479–499.
Annur, C. M. (2023). Jumlah Pengguna Internet di Indonesia. Databoks.
Ariska, D., & Nurlela, S. (2022). Analisis Dan Perancangan UI/UX Aplikasi Lazada Menggunakan Metode Design Thinking. Journal Infortech.
Badir, M., & Andjarwati, A. L. (2020). The Effect of E-WOM, Ease of Use and Trust on Purchase Decisions (Study on Tokopedia Application Users). Jurnal Minds: Manajemen Ide Dan Inspirasi, 7(1), 39–52.
Bashir, A. M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers' purchase intention. British Food Journal, 121(9), 1998–2015.
Basyar, K., & Sanaji, S. (2016). Pengaruh Persepsi Kemudahan dan Persepsi Manfaat Terhadap Minat Beli Ulang Secara Online dengan Kepuasan sebagai Variabel Intervening. BISMA - Bisnis Dan Manajemen, Vol. 8, 2016.
Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective. mcgraw-hill.
Chandon, P., Morwitz, V. G., & Reinartz, W. J. (2004). The short-and long-term effects of measuring intent to repurchase. Journal of Consumer Research, 31(3), 566–572.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65–81.
Che, J. W. S., Cheung, C. M. K., & Thadani, D. R. (2017). Consumer Purchase Decision in Instagram Stores: The Role of Consumer Trust. Scolar Space.
Chen, Y.-Y. (2012). Why do consumers go internet shopping again? Understanding the antecedents of repurchase intention. Journal of Organizational Computing and Electronic Commerce, 22(1), 38–63.
Chiu, C., Chang, C., Cheng, H., & Fang, Y. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761–784.
Chiu, C., Wang, E. T. G., Fang, Y., & Huang, H. (2014). Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114.
Chiu, Y., Lin, C., & Tang, L. (2005). Gender differs: assessing a model of online purchase intentions in e‐tail service. International Journal of Service Industry Management, 16(5), 416–435.
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands' social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966.
Darmawan, E. S., & Respati, S. (2022). Hasil Riset Ipsos: Shopee jadi E-Commerce yang Paling Banyak Digunakan pada 2021.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319–340.
Dwiki Rachamawati, D., Maria Magdalena, M., & Patricia Dhiana, P. (2015). Pengaruh Word of Mouth, Tingkat Pendapatan dan Kualitas Produk terhadap Keputusan Pembelian yang Berdampak Pada Minat Beli Ulang Konsumen (Studi Kasus pada Produk Bandeng Juwana Elrina Semarang). Journal of Management, 1(1).
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., & Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Etzel, M. J., Walker, B. J., & Stanton, W. J. (2007). Marketing. McGraw-Hill/Irwin.
Fatrina, D., Kamil, I., & Hasan, A. (2019). Pengaruh Live-Chat dan E-Wom terhadap Pengambilan Keputusan Transaksi Online pada Marketplace E-Commerce. Jurnal Nasional Teknologi Dan Sistem Informasi, 5(3), 121–129.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725–737.
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 Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23.
Ha, H., Janda, S., & Muthaly, S. K. (2010). A new understanding of satisfaction model in e‐re‐purchase situation. European Journal of Marketing, 44(7/8), 997–1016.
Hair Jr, J. F., Hair, J., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2023). Advanced issues in partial least squares structural equation modeling. saGe publications.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.
Hanaysha, J. R. (2018). An examination of the factors affecting consumer's purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23.
Hardiyanto, N., Gunawan, A. I., Rafdinal, W., & Afif, N. C. (2020). Analisis perilaku belanja online selama masa pandemi COVID-19. Jurnal Riset Bisnis Dan Investasi, 6(3), 120–130.
Hasan, A. (2013). Marketing dan Kasus-Kasus Pilihan (1th Ed). Yogyakarta CAPS. 978-602-9324-19-8
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.
Hennig-Thurau, 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.
Herzallah AT, F., & Mukhtar, M. (2016). The impact of percieved usefulness, ease of use and trust on managers' acceptance of e-commerce services in small and medium-sized enterprises (SMEs) in Palestine.
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141–148.
Hsu, C., Chuan‐Chuan Lin, J., & Chiang, H. (2013). The effects of blogger recommendations on customers' online shopping intentions. Internet Research, 23(1), 69–88.
Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., & Putra, A. H. P. K. (2020). Reflective model of brand awareness on repurchase intention and customer satisfaction. The Journal of Asian Finance, Economics and Business, 7(9), 427–438.
Indarwati, T. A., Dhenabayu, R., Pradana, R. M., Erta, & Dewi, H. S. C. P. (2023). Perceived Ease of Use on Purchasing Decisions in E-Commerce (a Case Study of TikTok Social Media). Management, Business and Social Science (IJEMBIS) Peer-Reviewed-International Journal.
Iprice. (2022). Peta E-Commerce di Indonesia.
Islami, N. (2017). Perkembangan E-Commerce di Indonesia Meningkat Cukup Pesat. Kominfo.
Ismagilova, E., Dwivedi, Y. K., Slade, E., Williams, M. D., Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word-of-mouth (eWOM). Springer.
Ismagilova, E., Rana, N. P., Slade, E. L., & Dwivedi, Y. K. (2021). A meta-analysis of the factors affecting eWOM providing behaviour. European Journal of Marketing, 55(4), 1067–1102.
Jee, T. W. (2021). The perception of discount sales promotions–A utilitarian and hedonic perspective. Journal of Retailing and Consumer Services, 63, 102745.
Keller, K. L. (2013). Building, Measuring, and Managing Brand Equity .
Kim, D., & Benbasat, I. (2009). Trust-assuring arguments in B2C e-commerce: Impact of content, source, and price on trust. Journal of Management Information Systems, 26(3), 175–206.
Kimery, K. M., & McCord, M. (2002). Third party assurances: mapping the road to trust in eretailing. Journal of Information Technology Theory and Application (JITTA), 4(2), 7.
Kotler, P, Keller, K., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management. Pearson.
Kotler, Philip, & Keller, K. L. (2014). Marketing Management (15th Ed). Pearson.
Lancaster, G. A., Dodd, S., & Williamson, P. R. (2004). Design and analysis of pilot studies: recommendations for good practice. Journal of Evaluation in Clinical Practice, 10(2), 307–312.
Li, X., Zhao, X., & Pu, W. (2020). Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns. Journal of Retailing and Consumer Services, 55, 102093. (2022). Shopee Jadi Raja E-Commerce Indonesia di 2021. Liputan6.Com.
Liu, C.-T., Guo, Y. M., & Lee, C.-H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71–79.
Liu, M. T., Wong, I. A., Tseng, T.-H., Chang, A. W.-Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192–202.
Luthfi, A. S., Suryoko, S., & Susanta, H. (2022). Pengaruh Electronic Word of Mouth (e-WOM) dan Brand Image Terhadap Keputusan Pembelian Online Pada Marketplace Lazada (Studi Pada Konsumen Lazada di Kota Semarang). Jurnal Ilmu Administrasi Bisnis; Vol 11, No 4 (2022)DO - 10.14710/Jiab.2022.35791.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15.
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness. Online Information Review, 40(7), 1090–1110.
Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research, 34(2), 248–261.
Mou, J., Cohen, J., Dou, Y., & Zhang, B. (2020). International buyers' repurchase intentions in a Chinese cross-border e-commerce platform: A valence framework perspective. Internet Research, 30(2), 403–437.
Muchson, M., & MM, S. E. (2017). Statistik Deskriptif. Spasi Media.
Murti, W. W., & Nurhayati, N. (2012). Analisis Faktor-Faktor yang Mempengaruhi Minat Beli Ulang Masyarakat Terhadap Produk Handphone. E-Journal UNIMUS.
Nasution, L. M. (2017). Statistik deskriptif. Hikmah, 14(1), 49–55.
Negara, S. D., & Sugiana, A. M. (2022). The State of Indonesia's Digital E-conomy in 2022. ISEAS Perspective, 109(2022), 1–14.
Newman, C. L., Wachter, K., & White, A. (2017). Bricks or clicks? Understanding consumer usage of retail mobile apps. Journal of Services Marketing, 32(2), 211–222.
Pahlevi, R. (2021). Berapa Nilai Transaksi E-Commerce Indonesia Setiap Jam? Katadata.
Pahlevi, R. (2022). Perusahaan E-commerce dengan Aduan Konsumen Terbanyak 2021. Databoks.
Park, C., & Kim, Y. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16–29.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 115–143.
Pavlou, P. A., Liang, H., & Xue, Y. (2007). Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective. MIS Quarterly, 105–136.
Polit-O'Hara, D., & Hungler, B. P. (1993). Essentials of nursing research: Methods, appraisal, and utilization. (No Title).
Prathama, F. (2019). Pengaruh Kemudahan Penggunaan Aplikasi Dan Kepercayaan Konsumen Terhadap Minat Beli Ulang Konsumen E-Commerce Lazada. Agora, 7(1).
Purba, Y. E., & Rikumahu, B. (2022). Pengaruh Laba Bersih dan Arus Kas Operasi Terhadap Kebijakan Dividen Studi Pada Perusahaan Sub Sektor Makanan Olahan yang Terdaftar di Bursa Efek Indonesia Periode 2016-2020. SEIKO: Journal of Management & Business, 4(3), 97–103.
Puspitasari, N. B., WP, S. N., Amyhorsea, D. N., & Susanty, A. (2018). Consumer's buying decision-making process in E-commerce. E3S Web of Conferences, 31, 11003.
Putriani, S. (2019). Pengaruh Kemudahan Berbelanja dan E-service Quality Terhadap Kepuasan Konsumen dan Dampaknya Pada Minat Beli Ulang di Situs Jual Beli Online Lazada Indonesia. Institutional Repositories & Scientific Journals.
Rachmawati, E., & Suroso, A. (2020). A moderating role of halal brand awareness to purchase decision making. Journal of Islamic Marketing, 13(2), 542–563.
Rainer, R. K., & Prince, B. (2021). Introduction to information systems. John Wiley & Sons.
Ristiyani, R. (2021). Pengaruh Harga dan Electronic Word of Mouth (e-WOM) Terhadap Keputusan Pembelian Produk E-Commerce Lazada (Studi Kasus Pada Pengguna Lazada di Kelurahan Klender). Repository STIE Indonesia.
Romadhoni, M. Y., Susanto, S., & Cahyani, P. D. (2022). Pengaruh Kualitas Pelayanan, Kepercayaan, Dan Keamanan Terhadap Minat Beli Ulang Konsumen Di Lazada. Jurnal Ilmiah Manajemen Kesatuan, 10(2), 355–362.
Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management. McGraw-Hill Book Company.
Sadya, S. (2023). Pengguna Smartphone Indonesia Terbesar Keempat Dunia pada 2022. Data Indonesia.
Safa, N. S., & Von Solms, R. (2016). Customers repurchase intention formation in e-commerce. South African Journal of Information Management, 18(1), 1–9.
Samadi, B., Gharleghi, B., & Syrymbetova, M. (2015). An analysis of consumers' trust, logistic infrastructure and brand awareness towards e-commerce implementation in Kazakhstan. International Journal of Business and Management, 10(10), 96.
Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior 11th Edition Global Edition. Pearson Education Limited.
Selly, S., Lie, D., Efendi, E., & Nainggolan, N. T. (2019). Pengaruh iklan dan promosi penjualan terhadap keputusan pembelian konsumen pada situs belanja online lazada (studi kasus pada mahasiswa semester vi program studi sarjana manajemen stie sultan agung). SULTANIST: Jurnal Manajemen Dan Keuangan, 7(1), 46–55.
Shabrina, S. A., & Budiatmo, A. (2020). Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Ulang Dengan Keputusan Pembelian Sebagai Variabel Intervening Pada Holland Bakery Pandanaran Semarang. Jurnal Ilmu Administrasi Bisnis, 9(4), 475–481.
Sri. (2021). Bisnis E-Commerce Semakin Gurih. Kominfo.
Stanton, W. J., & Lamarto, Y. (1993). Prinsip Pemasaran (7th ed.). Erlangga.
Suhardi, D., & Taufik, N. (2018). The Analysis of Ease of Use, Trust, and Website Quality towards Purchasing Decision in Lazada. Indonesian Journal of Business and Economics.
Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers' product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199–219.
Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of brand awareness, brand association, perceived quality, and brand loyalty of shopee on consumers' purchasing decisions. CommIT (Communication and Information Technology) Journal, 16(1), 9–18.
Suryaningsih, I. B., Farida, L., Revanica, O., & Mawardi, A. A. K. (2019). The effect of coupon sales promotion, online customer review and perceived enjoyment on repurchase intention in e-commerce shopee.
Taylor, D. G., & Levin, M. (2014). Predicting mobile app usage for purchasing and information-sharing. International Journal of Retail & Distribution Management, 42(8), 759–774.
Themba, G., & Mulala, M. (2013). Brand-related eWOM and its effects on purchase decisions: An empirical study of University of Botswana students. International Journal of Business and Management, 8(8), 31.
Totten, J. C., & Block, M. P. (1994). Analyzing sales promotion: text & cases: how to profit from the new power of promotion marketing. The Dartnell Corporation.
Trivedi, S. K., & Yadav, M. (2018). Predicting online repurchase intentions with e-satisfaction as mediator: a study on Gen Y. VINE Journal of Information and Knowledge Management Systems, 48(3), 427–447.
Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y generation: mediation of trust and e-satisfaction. Marketing Intelligence & Planning, 38(4), 401–415.
Verma, D., & Dewani, P. P. (2021). eWOM credibility: a comprehensive framework and literature review. Online Information Review, 45(3), 481–500.
Weisberg, J., Te’eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e‐commerce: The mediation of social presence and trust. Internet Research, 21(1), 82–96.
Wirakanda, G. G., & Pardosi, A. (2020). Pengaruh Sales Promotion terhadap keputusan pembelian (studi kasus di Blibli. com). Pro Mark, 10(1).
Xiu-ping, L., & Wan-teng, Z. (2018). Analysis of the Impact of Customer Trust on Consumers' Purchase Behavior Based on Online Shopping Platform: Taking Taobao Shop as an Example. 1st International Conference on Contemporary Education and Economic Development (CEED 2018), 369–372.
Yan, Q., Wu, S., Zhou, Y., & Zhang, L. (2018). How differences in eWOM platforms impact consumers' perceptions and decision-making. Journal of Organizational Computing and Electronic Commerce, 28(4), 315–333.
Yulin, F., Israr, Q., Heshan, S., Patrick, M., Elaine, R., & Kai, H. L. (2014). Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-commerce Institutional Mechanisms. Management Information Systems Research Center.
Zahroq, E. L., & Asiyah, B. N. (2022). Analisis penentu keputusan pembelian dan implikasinya terhadap minat beli ulang pada pengguna Shopee generasi-z. Juremi: Jurnal Riset Ekonomi, 2(1), 83–98.
Zhang, Y., Fang, Y., Wei, K.-K., Ramsey, E., McCole, P., & Chen, H. (2011). Repurchase intention in B2C e-commerce—A relationship quality perspective. Information & Management, 48(6), 192–200.
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41, 100980.
Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail & Distribution Management, 48(1), 53–69.

PlumX Metrics

How to Cite
Harisatul , A., Dewie Saktia , A., & Tavia Adinta , S. (2024). CONSUMER REPURCHASE INTENTION MODEL IN LAZADA E-COMMERCE. Eksis: Jurnal Riset Ekonomi Dan Bisnis, 18(2), 53 - 68. Retrieved from