PUTRI, Nabila Shafira (2022) The Effect of Webcare Strength and Webcare Timeliness on Repurchase Intention and Customer Forgiveness as Mediating Variable (Study of Sociolla). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study aims to examine: the influence of webcare strength on customer forgiveness, the influence of webcare strength on repurchase intention, the influence of webcare timeliness on customer forgiveness, the influence of webcare timeliness on repurchase intention, the influence of customer forgiveness on repurchase intention, the influence of customer forgiveness mediating webcare strength on repurchase intention, and the influence of customer forgiveness mediating qwbcare timeliness on repurchase intention. This research is a type of quantitative research on Sociolla E-commerce users. This study uses a survey approach using a questionnaire. The population in this study are Sociolla E-commerce users at least 17 years old who have made a transaction at least once. The measurement of the variables in this study used the Statistical Package for the Social Sciences (SPSS). The results showed that Sociolla users were more at the age of 21 - 24 years, and those who used it more were women than men with an average of 1 - 3 times shopping, with an average income of above 3,000,000. The most popular type of product is skincare. Most of the consumers have complained at least once when shopping at Sociolla, and most of them have complained about the service. The results show that (1) Webcare strength has a positive effect on Customer Forgiveness, (2) Webcare Timeliness has a positive effect on Customer Forgiveness, (3) Webcare Strength has a positive effect on Repurchase Intention, (4) Webcare Timeliness has a positive effect on Repurchase Intention, (5) Customer Forgiveness has a full effect on Repurchase Intention, (6) Customer Forgiveness fully mediates the relationship between Webcare Strength and Repurchase Intention, (7) customer forgiveness partially mediates the relationship between Webcare Timeliness and Repurchase Intention. The implication of this research is to improve Webcare in a company. Webcare services must always be improved so that consumers feel heard and cared to reduce the risk of disappointment after a service failure. Companies must continue to improve their good reputation, listen to customer reviews who have had bad experiences with Sociolla and provide solutions for them.

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