Why do Customers Intend to Repurchase Transportation Online in Indonesia?

Department of Management, Faculty of Economics, School of Business Kusuma Negara, Jakarta - Indonesia

^* Corresponding author: fahlevi@stie-kusumanegara.ac.id

Abstract

The rapid population growth of Jakarta to further improve urban mobility problems. The imbalance between public infrastructures provided by the number of people who need it led to a lack of municipal services. Transportation Online has become one transportation solutions, present in transportation needs cheap, efficient, and fast. Even amid the busy road, using motor transportation would be faster. This study aims to develop a model that connects between the independent variables namely; Online Marketing (X1), Brand Awareness (X2) with the dependent variable is the Decision of Repurchase (Y2) and Customer Satisfaction (Y1). This research was conducted in East Jakarta. The research method used was surveyed. The population in this study is the user Transportation Online East Jakarta area. The sampling technique used in this study is incidental sampling. These results indicate that the two independent variables, namely Marketing Online (X1) and Brand Awareness (X2) effect on Repurchase Decision variable (Y2) and Customer Satisfaction (Y1). From the test results simultaneously obtained that Online Marketing and Brand Awareness jointly influence decisions repurchase mediated by customer satisfaction Transportation Online service users, means the better online marketing and brand awareness of the company, the higher the repurchase decisions and customer satisfaction.