The Influence of Perceived E-Service Quality, Promotional Mix, Brand Awareness and Online Repurchase Intention

Abstract

his study aims to analyze and explain the effect of online service quality, promotion mix, and brand awareness on repurchase intention. This research was conducted on students using OVO in Yogyakarta, with a total sample of 140 respondents obtained through the method of distributing questionnaires using google form. The sampling technique used is purposive sampling method. The analytical method used is the Multiple Linear Regression Analysis method which is processed using the Statistical Package for Social Sciences (SPSS) program. The results of this study indicate that Perceived E-Service Quality has a positive and significant effect on repurchase intention; Promotional Mix has a positive and significant effect on repurchase intention; and Brand Awareness has a positive and significant effect on repurchase intention.