The rise of telemedicine services in Indonesia: What factors determine customers' repurchase intentions?

Abstract

Telemedicine is the delivery of health care services using information and communication technology. Telemedicine services began to be widely used during the COVID-19 pandemic. With the continuous rise of telemedicine platforms, it is a solid call for companies to retain customers' purchases to maintain sustainable competitiveness. Thus, this research explores factors influencing customer decisions to repurchase services in the same telemedicine platform. This study develops a conceptual model: Sales and Marketing Promotion, E-Service Quality, and Brand Image determine repurchase intention, with E- Satisfaction and Brand Trust as intervening variables. The proposed model was tested and validated in the Halodoc case study as Indonesia's most used telemedicine service, with a 46.5% market share. The data collection uses an online survey with 195 respondents who have used Halodoc services. Structural Equation Modelling Partial Least Square is used to examine the model and test the hypothesis with the help of SmartPLS 4. The results show that variables of Sales and Marketing Promotion, E-Service Quality, and Brand Image affect E-Satisfaction and Brand Trust. Meanwhile, E-Service Quality, Brand Image, E- Satisfaction, and Brand Trust affect Repurchase Intention. In contrast, the Sales and Marketing Promotion variable requires the E-Satisfaction to intervene in Repurchase Intention. This research reveals the critical determinants of customers' repurchase intentions in telemedicine in Indonesia.