Alfred Liubana, Susanti Kurniawati, Kurjono
This study investigates the influence of product quality, service, and discounts on consumer repurchase behavior on e-commerce platforms, with gender as a moderating variable. Using a quantitative approach, data were collected from a sample of 250 students in Soe through purposive sampling and analyzed using structural equation modeling. The findings reveal that product quality, service, and discounts significantly influence consumer repurchase behavior. However, gender does not have a direct effect on repurchase behavior, nor does it moderate the relationship between the three factors and repurchase behavior. These results suggest that repurchase decisions in 3T e-commerce markets are driven more by marketing attributes than by gender differences. © 2026 GMP Press and Printing ISSN: 2304-1013 (Online); 2304-1269 (CDROM); 2414-6722 (Print).
Department of Economic Education, Universitas Pendidikan Indonesia, Indonesia
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