Effects of Convenience Online Shopping and Satisfaction on Repeat-Purchase Intention among Students of Higher Institutions in Indonesia

The purpose of the research is to empirically study the students perceptions towards facilitation in online shopping on particular products online. The research design used quantitative approach through research instrument. The unit of analysis in this study was Indonesian students who have done online shopping. The data were gathered through face to face distribution by the researcher. Purposive sampling was used to collect sample of this research. The total respondents under this study were 212 who were students of five Universities in Surakarta area, i.e. Health Polytechnic of Surakarta, Muhammadiyah University of Surakarta, Sebelas Maret University of Surakarta, Unggulan Polytechnic of Sragen, and AUB Economics College of Surakarta. This research indicated that all dimensions of convenience in online shopping (access convenience, information convenience and transaction convenience) have a positive effect towards consumer’s satisfaction. These empirical research findings have also shown the significant positive effect of the consumer’s satisfaction towards repeatpurchase intention. This research has also given theoretical contribution towards Fishbein and Ajzen theory which is also known as reasoned-action theory.