Data Mining and Knowledge Management for O2O Services, Brand Image, Perceived Value and Satisfaction Towards Repurchase Intention in Food Delivery

With the growth of big data, internet access and quality of smartphone can make a concept to combine online and offline, namely is online to offline (O2O). This research aim examined the factors to address how they influence Indonesian consumers' O2O repurchase intention. A model is quantitative method with Structural Equation Modeling (SEM) using survey data collected from 300 Grabfood users. The result indicate that perceived value is influenced by ease of use, interaction, security, entertainment and brand image. Price is not influence perceived value. Satisfaction is influenced by ease of use, price and entertainment. Interaction, security, and brand image is not influence satisfaction. Satisfaction is influenced by perceived value. Repurchase intention is influenced by perceived value and satisfaction. Experience doesn't have a moderate impact on perceived value and satisfaction, perceived value and repurchase intention, satisfaction and repurchase intention.