The Effect of E-Service Quality and Past Experience on Repurchase Intention Through Customer Satisfaction In The Muslim Fashion Industry

Abstract

The advancement of digital technology has transformed consumer consumption patterns, including the online purchasing of Muslim fashion products. This study aims to analyze the influence of e-service quality and past experience on repurchase intention, mediated by customer satisfaction, among Muslim fashion consumers. A quantitative approach was employed, utilizing primary data collected through online questionnaires. The study sample consisted of 156 respondents selected via purposive sampling. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with SmartPLS 4.0 software. The results indicate that e-service quality influences customer satisfaction (β = 0.200; t = 2.598; p = 0.009), past experience influences customer satisfaction (β = 0.494; t = 6.262; p < 0.001), and customer satisfaction influences repurchase intention (β = 0.392; t = 3.736; p < 0.001). Furthermore, customer satisfaction mediates the effect of e-service quality on repurchase intention (β = 0.078; t = 2.224; p = 0.026) and the effect of past experience on repurchase intention (β = 0.193; t = 3.144; p = 0.002). The findings of this study expand the understanding of repurchase intention by demonstrating that e-service quality and past experience can enhance customer satisfaction, which in turn drives repurchase intention among Muslim fashion consumers shopping online. This research makes an empirical contribution by broadening the study of Muslim consumer behavior in online shopping activities and offers practical implications for Muslim fashion businesses regarding the improvement of service quality and the consumer experience to foster repeat purchases