The Effect of Complain Behavior and Complain Handling Satisfaction Towards Repurchase Interest in the Marketplace

ABSTRACT : Complaint behavior is a response made by consumers either by taking an action or without taking any action on their dissatisfaction with a product during the purchase process. This study aims to analyze the effect of complaint behavior and complaint handling satisfaction on repurchase interest in the marketplace and to formulate the applicable managerial implications. This study consisted of 183 respondents who fit the criteria under study, namely purchasing goods online in the marketplace in the last 3 months and never experienced dissatisfaction. The sampling technique was purposive sampling. The collected data were analyzed using the Structural Equation Model (SEM) through the Lisrel 8.5 software. The results of this study indicate that complaint behavior has a significant effect on satisfaction in handling complaints in the marketplace, complaint behavior has a significant effect on repurchase interest in the marketplace, and complaint handling satisfaction has a significant effect on repurchase interest in the marketplace. The managerial implication that can be given is that the marketplace must ensure a quality assurance certificate for its products, always ensure that their customer service provides good service for complaints and provides penalties for poor performance, carries out periodic maintenance on application systems and also carries out repeated checks before sending the product to the customer.

KEYWORDS : complain behavior, complain handling satisfaction, repurchase interest, SEM.