Versita

SAYURBOX REPURCHASE INTENTION DURING COVID-19 USING THEORY PLANNED BEHAVIOR

Rahmania Ratih Maharsi ,Heru Irianto Sugiharti ,Mulya Handayani
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.