International Journal of Business and Management Invention (IJBMI) ISSN (Online): 2319-8028, ISSN (Print):2319-801X www.ijbmi.org || Volume 10 Issue 7 Ser. II || July 2021 || PP 22-28 DOI: 10.35629/8028-1007022228 www.ijbmi.org 22 | Page The Roles of Customer Delight as Mediating in Building Repurchase Intention Based on Electronic Service Quality and System Quality in Online Marketplace Rintis Eko Widodo 1 Sarfilianty Anggiani 2 , Willy Arafah 3 , Farida Jasfar 4 1,2,3,4 Faculty of Economics and Business Trisakti University ABSTRACT: The rapid growth of e-commerce has a great influence and impact on trading activities globally. To gain a competitive advantage in an increasingly fierce competition, companies in the e-commerce business are trying to increase customer repurchase intention. The purpose of this paper is to determine the effect of electronic service quality (ESQ) and system quality (SYQ) on online repurchase intention (ORI) mediated by online customer delight (OCD). This study uses the PLS-SEM method with SmartPLS version 3.29 and data from 240 respondents collected through a questionnaire using purposive sampling technique. The result of this study shows that online customer delight (OCD) was found to have a role as a perfect mediator in the relationship between electronic service quality (ESQ) and system quality (SYQ) on online repurchase intention (ORI). The findings concluded that both, online sellers could improve the quality of electronic services and marketplace platform providers could improve the quality of information system to create online customer delight which is an important factor in building customer repurchase intention. In addition, the results of this study are also expected to be additional reference for researchers or academics who are interested in the topic of service quality and consumer behaviour in the e-commerce industry. The novelty of this research is the discovery of the role of customer delight as a perfect mediating variable in the context of online shopping to increase repurchase intention of online market customers. KEY WORD: electronic service quality (ESQ), system quality (SYQ), online customer delight (OCD), online repurchase intention (ORI), e-commerce, online behaviour, online marketplace --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 05-07-2021 Date of Acceptance: 18-07-2021 --------------------------------------------------------------------------------------------------------------------------------------- I. INTRODUCTION Electronic commerce or better known as e-commerce is one of the fastest growing industries and it has a great influence on trading activities globally. It is undeniable that advances in information and communication technology (ICT) have brought significant changes in the e-commerce business. Online marketplace platform is an information technology company that acts as a liaison between sellers and buyers (Liu, Wei, & Chen, 2009). The emergence of e-commerce marketplace concept by connecting third-party sellers and customers, makes it easier for people to carry out buying and selling online activities and it has an impact on increasing transactions in the e-commerce industry. The transaction value of global e-commerce based on data published by Statista (2020) shows that e-commerce growth has increased from year to year, in 2019 the value of sales transactions in global e-commerce is USD 3.5 trillion and a projected value of this sales transaction will reach USD 6.5 trillion in 2023. China has the highest contribution to global e-commerce transactions, amounting to USD 1.9 trillion in 2019, followed by United States with a transaction value of USD 586 billion. The fast growth of e-commerce is mostly enjoyed by developed countries as well as emerging countries that have sufficient internet infrastructure. While for Indonesian market, the rapid growth of e-commerce marked by the presence of two e-commerce unicorns namely Tokopedia and Bukalapak. The increasing number of business player has made competition among online marketplace companies and online sellers more intense (Shi et al., 2018). Repurchase become a concern for many companies because through repurchase the company can reduce cost of acquiring new customers. Increasing customer repurchase intention is seen as a good way to gain a competitive advantage because it requires less effort and time to retain existing customers than to acquire new customers (Tsai & Huang, 2007). It is not easy to enhance repurchase intention because prior shopping experiences will be a consideration for customers whether to make repeat purchases at the same place or not. There are many factors for company to consider regarding repurchase intention, some of them are e-service quality, e-satisfaction, and e-loyalty (Li, Zeng, & Cheng, 2019). Meanwhile, according to Phuong and Trang (2018) repurchase intention can also be affected by customer satisfaction, overall perceived service quality, service quality, system quality and information quality.