Investigate Driving Repurchase Factors in Omnichannel Services

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.


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. 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.  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. From the data above we can see actual progress from the three companies above, Gojek did not show good results in 2016 (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 selfexpression 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 selfexpression 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 [ [19]. Trust is a belief held by consumers that the decisions taken are the best [30]. 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.

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.

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].

Reliability Test
Reliability test is carried out to see the high or low level of confidence in an instrument [34].  Table 3 and Table 4 show that data passed the validity and reliability test.   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.  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.  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 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. 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. 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.  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].  From Table 16 state that almost all Hypothesis are accepted except H3, H5, H13, H14, H15, H18.

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. Satisfaction has a significant effect on trust and repeat purchases. 8. Trust has a significant influence on repeat purchases.
This research was conducted from before the Covid-19 pandemic to the time of the Covid-19 pandemic, different results could occur if research was carried out after the Covid-19 pandemic due to different situations and conditions.