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Gender Influence on Repurchase Decision Through E-Commerce: A Case Study at PT GME
This study aimed to determine wether or not the gender influence repurchase decisions through e-commerce. This is a case study at PT GRE, one of the companies on the tourism industry since 1971. The study took a sample of 96 customers at the company that already made transactions through
e-commerce site at least once. The method of analysis is a binary logistic regression. The results support that gender has a significant influence on the repurchase decision through e-commerce. The company should pay more attention to this fact in attracting more customers to make purchases
through the e-commerce.
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Document Type: Research Article
Publication date: April 1, 2015
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