Investigate Driving Repurchase Factors in Omnichannel Services SISFORMA: Journal of Information Systems (e-Journal) Vol.7 | No. 2 |Th. 2020 70 ISSN 2442-7888 (online) DOI 10.24167/sisforma.v7i2.2688 Investigate Driving Repurchase Factors in Omnichannel Services Edwin Sanjaya, Ridwan Sanjaya Unika Soegijapranata Pawiyatan Luhur, Semarang, Indonesia Edwinsanjaya09@gmail.com Ridwan@unika.ac.id Abstract — Nowadays, lots of companies compete to win their consumers' hearts so they become loyal to the company. Innovation is always done by companies to provide the best service. The omnichannel concept is one of innovation that suitable for this era. Omnichannel is when company can provide seamless experience for their consumer. But, sometimes the reality is not the same as expected before. Even though companies have implemented these omnichannel systems, sometimes they still fail to engage more customers. Therefore, the purpose of this study was to determining factors that influence repurchase intention. The analysis method used in this research is multiple regression analysis, path analysis, and descriptive analysis using the help of SPSS version 25.0. The finding of this study is there are eight factors that can influence repurchase intention, whether it affects directly or indirectly.These factors are Hedonic, Untilitarian, Habit, Altruism, Time Saving, Social, Satisfaction, and Trust. These result can be used to help researchers and also from the managerial side to use existing factors to manage their strategies. Further research needs to be done because of different situations, and conditions can produce different results. Keywords — innovation, omnichannel, repurchase intention. 1. INTRODUCTION The era of technology has lots of influence the human behavior. One of the most influential technology is the internet. The internet has provided a lot of convenient stuff for humans, almost all activities that used only to be done conventionally, but now can be done quickly using online technology. Figure 1 explains that there are 272,1 million people in Indonesia, 64% of this population are already internet users, 160 million people active on social media, and there are 338,2 million mobile phone connections in Indonesia, that's means almost all internet users in Indonesia using 2 mobile phones at the same time. Figure 1. Data of Population, Mobile, Internet and Social Media use in Indonesia This data could be a good opportunity for owners of the companies to make some strategies, because one of the activities that are often be done by using the internet is online transaction activities that can be done in several existing marketplaces. Figure 2. Data of Internet users and number of people purchasing goods online in 2019 338,2 272,1 175,1 160 0 200 400 Mobile phone connections Total population in… Internet Users Active social media users in million mailto:Edwinsanjaya09@gmail.com Investigate Driving Repurchase Factors in Omnichannel Services SISFORMA: Journal of Information Systems (e-Journal) Vol.7 | No. 2 |Th. 2020 71 ISSN 2442-7888 (online) DOI 10.24167/sisforma.v7i2.2688 Figure 2 shows that in 2019 there are 168,3 million peoples purchased goods through online, that's mean almost 95% of internet users in Indonesia made transactions via eCommerce in 2019, and there was a transaction value of $18,76 Billion in 2019. This means that 1 (one) people made transaction around $111 in 2019 [1]. From that fact, as an owner of a company should make some strategies so that consumers come to their company to buy the products and become loyal to the company. Online transaction activities are not just about products, but can also be related to services. Currently, there are lots of application providers competing to create a company or application as well as possible, because of the many companies engaged in this digital field, many companies are getting shut down or bankrupt because they could not be able to compete with other companies. Some companies are currently starting to use omnichannel concept in building their business. Omnichannel is a business concept that combines online channels with offline channels and has a system that is interrelated or can be called seamless. The chief technology officer of PT Innovation Information Indonesia (Icube) Muliadi W Jeo said that Omnichannel is a combination of several channels and media provided by the seller so that the customer can make purchases on it any channel [2]. Customers can purchase or use services through online services or offline services that are interrelated, this system making it easier for customers to use the product, in addition to dealing with offline and online channel transactions, the loyalty program is also one of the omnichannel concept because customers could get points or some souvenirs from online and offline channels. Omnichannel is a business concept that focuses on a comprehensive consumer journey, so it is very good to use this system nowadays because all channels are interconnected so that it can give customers some satisfaction in their shopping experience. An example of a company that is dealing with services and using the concept of online channels and offline channels seamlessly are Gojek and Grab company in Indonesia, with this application there are many people who are helped from the customer side and also from the service provider side, or usually we called it partners. Gojek and Grab are two examples of omnichannel companies that can be considered as a successful company in Indonesia, even though lots of companies are also running in similar businesses, but we can say that they do not have the same story as Gojek or Grab. Uber is an example of an omnichannel company that did not get enough good response in Indonesia, so that this company chose to go out from this business competition, not only Uber but also another company that running the business on this field and some of them are made by the local people who still have very less customer who interested in their companies and also has not achieve success such as Gojek and Grab yet. Table 1. App Install Penetration. Percent of users with app installed on device users in Indonesia. SEP 2015 FEB 2016 JUNE 2016 OCT 2016 JAN 2017 GOJEK 2% 6% 7% 7% 8% GRAB 0% 4% 4% 7% 10% UBER 0% 2% 2% 4% 9% Table 2. Top App Ranked by Average Daily Active Users, ordered by average number of daily active users in Indonesia. SEP 2015 FEB 2016 JUNE 2016 OCT 2016 JAN 2017 GOJEK 1 1 1 1 1 GRAB 2 2 2 2 2 UBER 3 3 3 3 3 From the data above we can see actual progress from the three companies above, Gojek did not show good results in 2016 Investigate Driving Repurchase Factors in Omnichannel Services SISFORMA: Journal of Information Systems (e-Journal) Vol.7 | No. 2 |Th. 2020 72 ISSN 2442-7888 (online) DOI 10.24167/sisforma.v7i2.2688 (Table 1), Gojek was only installed by 7-8% of the people who have Android. Uber and Grab show significant improvement for users who download their application from year to year. But we can see in Table 2, that it does not affect Gojek as the application that has the most active users in the app. This is quite surprising between the comparison of the data in Table 1 and Table 2. There are lots of researchers who did some research about repurchase intention. There are some researchers who explained some factors that influencing repurchase intention in the online channel was explained by Saragih [3], Kim [4], Escobar Rodrıguez [5], Farki [6]. Lloyd [7] examined repurchase intention using online group buying channels as an object. Some research also examined factors that influence customer satisfaction in an offline channel such as mall Lloyd [7], Kesari [8] and at the coffee store [9]. Customer satisfaction was examined has a significant and positive effect on Repurchase intention. The higher the satisfaction that customers could get, the higher customers ' desire and willingness to make repurchase intention in Duarte [10]. Trust also one of the dimensions that was examined that has a significant and positive effect to Repurchase intention, trust can make customers believe and confidence to do repurchase intention by Saragih [3], Lu, Baozhou Fan, Weiguo Zhou, Mi [11], Shiau [12]. H1a: Utilitarian has direct influence on Repurchase Intention [13]. H1.b: Utilitarian has direct influence on Trust [14]. H1.c: Utilitarian has direct influence on Satisfaction [7]. Utilitarian shows how consumers can do things effectively and efficiently [15]. Utilitarian is also a value that is obtained when consumers see an item according to the needs and benefits provided, so they feel satisfied with the goods obtained [13]. H2.a: Hedonic has direct influence on Repurchase Intention [16] [4] [7]. H2.b: Hedonic has direct influence on Trust [17]. H2.c: Hedonic has direct influence on Satisfaction [7]. Hedonic is a condition when the need for happiness is met by owning the product. Entertainment, exploration and self- expression are the supporting factors for hedonic. Entertainment is obtained when consumers get the entertainment side of the product, exploration provides innovative experiences to customers and also self- expression related to the expectations of consumers with a situation [13]. H3.a: Habit has direct influence on Repurchase Intention [18] [19]. H3.b: Habit has direct influence on Trust [19]. H3.c: Habit has direct influence on Satisfaction [4]. Habit is a result of learning outcomes so that someone gets used to doing that behavior [20]. Habit is a cause and effect resulting from a person's situation and behavior and makes this happen automatically without realizing it [18]. H4.a: Altruism has direct influence on Repurchase Intention [21]. H4.b: Altruism has direct influence on Trust [12]. H4.c: Altruism has direct influence on Satisfaction [12]. Altruism is an activity without expecting anything when helping someone or it can be called voluntary behavior [21]. H5.a: Time Saving has direct influence on Repurchase Intention [22]. H5.b: Time Saving has direct influence on Trust [23]. H5.c: Time Saving has direct influence on Satisfaction [22]. Time saving is a condition when someone can using time efficiently, with the current online shopping activities besides being able to save time because we can order at any time, it can also reduce costs in the aspect of information retrieval because we can do it easily with the help of the internet [22][5]. H6.a: Social has direct influence on Repurchase Intention [24][11][25]. H6.b: Social has direct influence on Trust [24][11][25]. H6.c: Social has direct influence on Satisfaction [26]. H7.a: Satisfaction has direct influence on Trust [27]. H7.b: Satisfaction has direct influence on Repurchase Intention [28][19]. Satisfaction is a condition when a person can meet reality in accordance with what was previously expected, satisfaction also has a close relationship with trust [19][29]. H8.a: Trust has direct influence on Repurchase Intention [28][24][19]. Trust is a belief held Investigate Driving Repurchase Factors in Omnichannel Services SISFORMA: Journal of Information Systems (e-Journal) Vol.7 | No. 2 |Th. 2020 73 ISSN 2442-7888 (online) DOI 10.24167/sisforma.v7i2.2688 by consumers that the decisions taken are the best [30]. Figure 3. Theoretical Model Unfortunately, all of the research above only conducted to examine repeat purchases that exist in one sales channel only, online or offline, and have not been done with companies that use the omnichannel system, which is a company that integrates online services with offline services simultaneously. After seeing the phenomenon that occurs above between Gojek, Grab, Uber and also some past researches, the researcher wants to find out what factors that actually influence repurchase intention in companies that have an omnichannel system so that later can help others researcher who wants to do the further research and also for managers so that they can prepare their best strategies to be able to compete against other companies that have succeeded first. 2. METHOD This study used the help of SPSS version 25.0 software to analyze the factors. The analysis method used in this research is multiple regression analysis, path analysis, and descriptive analysis. Sugiyono [31] explained that the number of samples that are feasible in research is around 30 to 500, and if a regression analysis is to be carried out, a minimum research sample of 10 times the number of research variables is required, and researchers found a sample of 221 data. This study uses Accidental Sampling as a method of collecting samples. Accidental sampling is a sampling technique in which a sample who accidentally meets the researcher and if it fits the criteria of the researcher, then it will be the respondent. [31]. In this case because the questionnaire is distributed via Instagram story from the dramaojol.id account, then the sample who opens the Instagram story and google form links and also willing to fill out a questionnaire then they will automatically become the respondents. This study uses Likert measurement scale. The Likert scale has a pattern in its assessment, starting from the most negative, neutral to the most positive [32]. Regression analysis is used to test hypotheses and also to make predictions and see if there is a different result in the value of the dependent variable if the independent variable is manipulated [31]. Path analysis is a continuation of multiple linear analysis, which sees is there any direct and indirect influence between the independent and dependent variables through intervening variables [33]. Descriptive analysis is more about processing raw data into a new format that is easier for readers to digest, and also to describe the answers to observations which contain frequency distribution, percent distribution and also mean. 3. RESULTS AND DISCUSSION Tests carried out on 221 respondents collected data. Validity Test Validity test was conducted to determine whether the questions in the questionnaire were valid or not. The validity test in this study uses SPSS with the provision that the Pearson Correlation value of the total of each variable is greater than the R Table value at DF = N-2 and a Probability of 0.05 [34]. Table 3. The Result of Validity Test. Pearson Correlation DF= N-2 Probability 0,05 Keterangan Hc1 0,71 0,132 Valid Hc2 0,56 0,132 Valid Hc3 0,73 0,132 Valid Investigate Driving Repurchase Factors in Omnichannel Services SISFORMA: Journal of Information Systems (e-Journal) Vol.7 | No. 2 |Th. 2020 74 ISSN 2442-7888 (online) DOI 10.24167/sisforma.v7i2.2688 Pearson Correlation DF= N-2 Probability 0,05 Keterangan U1 0,57 0,132 Valid U2 0,68 0,132 Valid U3 0,58 0,132 Valid Ht1 0,67 0,132 Valid Ht2 0,74 0,132 Valid Ht3 0,75 0,132 Valid A1 0,71 0,132 Valid A2 0,64 0,132 Valid A3 0,72 0,132 Valid TS1 0,65 0,132 Valid TS2 0,6 0,132 Valid Sc1 0,48 0,132 Valid Sc2 0,49 0,132 Valid Sc3 0,56 0,132 Valid Sc4 0,54 0,132 Valid Sc5 0,58 0,132 Valid Sn1 0,75 0,132 Valid Sn2 0,81 0,132 Valid Sn3 0,79 0,132 Valid Sn4 0,77 0,132 Valid Sn5 0,76 0,132 Valid T1 0,72 0,132 Valid T2 0,77 0,132 Valid T3 0,72 0,132 Valid R1 0,78 0,132 Valid R2 0,79 0,132 Valid R3 0,79 0,132 Valid Reliability Test Reliability test is carried out to see the high or low level of confidence in an instrument [34]. Table 4. The Result of Reliability Test. Variable Nilai Cronbach’s Alpha N of items Keterangan Hedonic 0,865 3 High Reliability Utilitarian 0,704 3 High Reliability Habit 0,871 3 High Reliability Altruism 0,933 3 Perfect Reliability Time Saving 0,789 2 High Reliability Social interaction 0,938 5 Perfect Reliability Satisfaction 0,927 5 Perfect Reliability Trust 0,878 3 High Reliability Repurchase Intention 0,946 3 Perfect Reliability Table 3 and Table 4 show that data passed the validity and reliability test. R-Square Test Table 5. Model Summary Relation between Hedonic, Utilitarian, Habit, Altruism, TimeSaving, Social to Satisfaction. Model Summary Model R R Square 1 ,787a ,619 a. Predictors: (Constant), Social, Hedonic, TimeSaving, Habit, Altruism, Utilitarian From table 5 above, it can be seen that R Square is worth 0.619, which means there is about 62% of the satisfaction factor which can be explained by the variation of the six independent variables. Table 7. Model Summary Relation Between Hedonic, Utilitarian, Habit, Altruism, TimeSaving, Social on Trust. Model Summary Model R R Square 1 ,729a ,532 a. Predictors: (Constant), Social, Hedonic, TimeSaving, Habit, Altruism, Utilitarian From table 7 above, it can be seen that R Square is worth 0.532, which means that there is about 53% trust factor which can be explained by the variation of the six independent. Table 8. Model Summary Between Hedonic, Utilitarian, Habit, Altruism, TimeSaving, Social on Repurchase Intention. Model Summary Model R R Square 1 ,762a ,581 a. Predictors: (Constant), Social, Hedonic, TimeSaving, Habit, Altruism, Utilitarian Investigate Driving Repurchase Factors in Omnichannel Services SISFORMA: Journal of Information Systems (e-Journal) Vol.7 | No. 2 |Th. 2020 75 ISSN 2442-7888 (online) DOI 10.24167/sisforma.v7i2.2688 From table 8 above, it can be seen that R Square is worth 0.581, which means that there are about 58% of the Repurchase Intention factor which can be explained by the variation of the six independent variables. Table 9. Model Summary Between Satisfaction on Trust. Model Summary Model R R Square 1 ,848a ,719 a. Predictors: (Constant), Satisfaction From table 9 above, it can be seen that R Square is worth 0.718, which means there are about 72% of the Trust factor which can be explained by the independent variable Trust. Table 10. Model Summary Between Satisfaction dan Trust on Repurchase Intention. Model Summary Model R R Square 1 ,796a ,634 a. Predictors: (Constant), Trust, Satisfaction From the table 10 above, it can be seen that R Square is worth 0.631, which means that there are around 63% of the Repurchase Intention factor which can be explained by the independent variable of Trust and Satisfaction F Test Table 11. Results of F Test (Relation between Hedonic, Utilitarian, Habit, Altruism, TimeSaving, Social to Satisfaction). Model F Sig. 1 Regression 57,927 ,000b a. Dependent Variable: Satisfaction b. Predictors: (Constant), Social, Hedonic, TimeSaving, Habit, Altruism, Utilitarian Based on the ANOVA table or F test above, it is found that F value is 57.927 with a probability much smaller than 0.05, the value is 0.000, so it is concluded that the six independent variables simultaneously have an effect on satisfaction. Table 12. Results of F Test (Relation Between Hedonic, Utilitarian, Habit, Altruism, TimeSaving, Social on Trust). Model F Sig. 1 Regression 40,570 ,000b a. Dependent Variable: Trust b. Predictors: (Constant), Social, Hedonic, TimeSaving, Habit, Altruism, Utilitarian Based on the table 12 above, it is obtained that F value is 40.570 with a probability much smaller than 0.05, the value is 0.000, so it is concluded that the six independent variables simultaneously affect Trust. Table 13. Results of F Test (Relation Between Hedonic, Utilitarian, Habit, Altruism, TimeSaving, Social on Repurchase Intention). Based on the table 13 above, the F count is 49.391 with a probability much smaller than 0.05, which is 0.000, so it can be concluded that the six independent variables simultaneously have an effect on Repurchase Intention. Table 14. Results of F Test (Relation Between Satisfaction on Trust). Model F Sig. 1 Regression 561,633 ,000b a. Dependent Variable: Trust b. Predictors: (Constant), Satisfaction Based on the table 14 above, it is found that F value is 561.633 with a probability much smaller than 0.05, the value is 0.000, Model F Sig. 1 Regression 49,391 ,000b a. Dependent Variable: Repurchase b. Predictors: (Constant), Social, Hedonic, TimeSaving, Habit, Altruism, Utilitarian Investigate Driving Repurchase Factors in Omnichannel Services SISFORMA: Journal of Information Systems (e-Journal) Vol.7 | No. 2 |Th. 2020 76 ISSN 2442-7888 (online) DOI 10.24167/sisforma.v7i2.2688 so it is concluded that Satisfaction as an independent variable is proven to have an influence on Trust. Table 15. Results of F Test (Relation Between Satisfaction dan Trust on Repurchase Intention). Model F Sig. 1 Regression 189,078 ,000b a. Dependent Variable: Repurchase b. Predictors: (Constant), Trust, Satisfaction Based on the table 15 above, it is obtained that F value is 561.633 with a probability much smaller than 0.05, the value is 0.000, so it is concluded that Trust and Satisfaction as independent variables are simultaneously proven to have an influence on Repurchase Intention. Path Coefficient Test Explaining is there any direct and indirect influence between the independent and dependent variables through intervening variables [33]. Table 16.Path Coefficient Test . Variable Satisfaction Trust Repurchase Hedonic 0,241 0,223 - 0,121 Utilitarian 0,184 - 0,151 0,162 Habit 0,199 0,182 0,338 Altruism 0,180 0,187 0,191 TimeSaving - 0,101 - 0,091 - 0,084 Social 0,096 0,104 - 0,047 Satisfaction 0,848 0,590 Trust 0,232 Table 16 explains that plus value means significant and minus value means not significant. Hypothesis Test Table 17.Hypothesis Test Hypothesis Path T Value Decision H1 Hedonic → Satisfaction 3,393 Significant H2 Hedonic → Trust 2,830 Significant H3 Hedonic → Repurchase 1,622 Not Significant H4 Utilitarian → Satisfaction 2,556 Significant H5 Utilitarian → Trust 1,891 Not Significant H6 Utilitarian → Repurchase 2,144 Significant H7 Habit → Satisfaction 3,213 Significant H8 Habit → Trust 2,641 Significant H9 Habit → Repurchase 5,189 Significant H10 Altruism → Satisfaction 2,996 Significant H11 Altruism → Trust 2,822 Significant H12 Altruism → Repurchase 3,030 Significant H13 TimeSaving → Satisfaction 1,697 Not Significant H14 TimeSaving → Trust 1,366 Not Significant H15 TimeSaving → Repurchase 1,336 Not Significant H16 Social → Satisfaction 2,117 Significant H17 Social → Trust 2,068 Significant H18 Social → Repurchase ,984 Not Significant H19 Satisfaction → Trust 23,699 Significant Investigate Driving Repurchase Factors in Omnichannel Services SISFORMA: Journal of Information Systems (e-Journal) Vol.7 | No. 2 |Th. 2020 77 ISSN 2442-7888 (online) DOI 10.24167/sisforma.v7i2.2688 Hypothesis Path T Value Decision H20 Satisfaction → Repurchase 7,627 Significant H21 Trust → Repurchase 3,006 Significant From Table 16 state that almost all Hypothesis are accepted except H3, H5, H13, H14, H15, H18. 4. CONCLUSION From all tests and analysis above, there are several factors studied, namely Hedonic, Utilitarian, Social, Altruism, Habit, Time Saving, Trust, and Satisfaction. The Results are : 1. Utilitarian has a significant effect on repeat purchases and also the satisfaction level of consumers, but Utilitarian has no significant effect on the trust level of consumers. 2. Hedonic has a significant effect on Trust and Satisfaction, and does not have a significant effect on repeat purchases. 3. Habit has a significant effect on trust, satisfaction and repurchase activity. 4. Altruism has a significant effect on trust, satisfaction and also direct repeat purchases. 5. Time savings have no direct effect on trust, satisfaction and repeat purchases. This means that the time factor is not a problem for consumers in Indonesia. 6. Social has a significant influence on Trust and Satisfaction, but does not have a direct effect on repeat purchases. 7. 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