Important role of disconfirmation capability to increase repurchase intention

Indonesia is heterogeneous due to its various tribes, cultures, and layers of society, therefore, their shopping tastes become so varied and different. Indonesia has a lot of offline and online stores as an impact of its demand. Meanwhile, Indonesians prefer to shop and buy at online stores, due to the ease and its convenience, even the simplicity. Many factors influence the repurchase intention of Shopee’s consumers. Thus, Shopee is supposed to consider the factors which influence customer purchase intentions, including: customer expectation, customer satisfaction and disconfirmation capability.This study departs from controversy of research results between customer expectation and repurchase intention. Several research’s show that customer expectation influences repurchase intention. On the other hand, several other marketing experts found that customer expectation had no effect on repurchase intention.Objective of the research is to overcome the controversy of research results by offering a new concept, namely disconfirmation capability in a theoretical model. The object of research on SMEs as many as 350 respondents in Yogyakarta. Purposive sampling was used to take samples, using a questionnaire.The data collected were carried out 3 tests: data test, model test and hypothesis testing.The findings of this study indicate that customer expectation has a significant positive effect on disconfirmation capability but has no effect on customer satisfaction and purchase intention. Disconfirmation capability has a significant positive effect on repurchase intention. Customer satisfaction and customer expectation have no effect on repurchase intention. Limitations of research and future research are also discussed in this study.