The Role of E-Satisfaction on Repurchase and E-Wom Intention on The Costumers of Food Products By Local Micro and Small Businesses on The Digital Platforms

Despite the increasing popularity of online food delivery services, extant studies have not looked at factors that contribute to customers’ willingness repurchase and recommend products by local micro small businesses other app users. Meanwhile, topic is essential given from face direct competition with well-known large corporations on digital platforms. Therefore, this study aims examine role quality, price fairness perceived value e-satisfaction e-WOM intention customers businesses. Using data 100 popular applications in Pekalongan, Indonesia employing Partial Least Square (PLS) our analysis, results show quality a significant effect e-satisfaction. In addition, findings has positive intention, but it shows non-significant intention. Overall, suggest platforms, gaining customer satisfaction about product's price's may be enough, as does indicate relationship Keywords: fairness, value, e-satisfaction,