Promotional Innovation and User Experience: Determinants of Consumer Repurchase Intention in Lazada Medan

Abstract

This study aims to analyze the influence of promotional innovation and user experience on repurchase intention of Lazada consumers in Medan, both partially and simultaneously. The phenomenon of intense competition in the e-commerce industry requires companies to not only offer competitive prices, but also create creative promotional strategies and optimal shopping experiences. This study uses a quantitative method with a survey approach. The research sample of 200 respondents was determined using a purposive sampling technique with the criteria of consumers who have shopped at Lazada more than once and are domiciled in Medan City. The results show that promotional innovation has a positive and significant effect on consumer repurchase intention. Similarly, user experience has a positive and significant effect on repurchase intention. Simultaneously, promotional innovation and user experience have a significant positive effect on repurchase intention of Lazada Medan consumers. These findings reinforce the view that innovative marketing strategies and satisfying shopping experiences are an important combination for building customer loyalty.