Keywords:
repurchase intention; online marketing; structural equation modeling; theory planned behavior; electronic word of mouth; covid-19 ,
Abstract
The Covid-19 pandemic has had an impact on changing patterns of community activity. People are required to protect themselves from the virus but still have to buy daily necessities. Sayurbox is an application that provides a variety of food products. This study aims to determine the effect of attitudes, subjective norms, perceived behavioral control, and eWOM on repurchase intentions at Sayurbox by using the Theory Planned Behavior during Covid-19 in Indonesia. An assosiative quantitative research was conducted in Jabodetabek. 140 samples were collected using questionnaire. Instrument testing and data analysis using software SmartPLS 3.0 Partial Least Square (PLS-SEM) method. The results showed that attitudes, subjective norms, perceived behavioral control, and the moderate influence of eWOM on subjective norms had a positive effect on repurchase intention, while eWOM moderation on perceived behavioral control has no effect on repurchase intention at Sayurbox.