The Influence of App Visual Design and Perceived Product Freshness on Repurchase Intention in E-commerce Applications
Keywords:
app visual design, food freshness, Customer Trust, customer satisfaction, repurchase intentionAbstract
The acceleration of the online food retail (e-grocery) industry in Indonesia faces challenges regarding low customer retention, driven by consumer skepticism concerning physical product quality and digital security. This study aims to analyze the impact of App Visual Design and Perceived Product Freshness on consumer Repurchase Intention by examining the dual mediating roles of Customer Trust and Customer Satisfaction. Employing a quantitative approach based on the Technology Acceptance Model (TAM), primary data were collected via an online cross-sectional survey of 210 urban respondents who had purchased fresh groceries online within the past month. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that, out of seven direct structural paths, four hypotheses were supported while three were rejected. App Visual Design proved to be the dominant antecedent in building Customer Trust, whereas Perceived Product Freshness was the absolute determinant of Customer Satisfaction. Furthermore, Customer Satisfaction emerged as the single strongest factor directly influencing Repurchase Intention. Analysis of indirect effects revealed a full mediation pattern, demonstrating that digital interface aesthetics cannot trigger repurchase behavior without being channeled through consumer trust and emotional satisfaction. This study offers practical insights for e-grocery managers, highlighting the need to align platform visual quality with cold-chain reliability to ensure long-term profitability.
References
Agag, G., Brown, A., & Eid, R. (2024). Understanding customer satisfaction in digital commerce: An emotional response perspective. Journal of Retailing and Consumer Services.
Aisha, R., & Kurniawati. (2023). Analisis convenience, trust dan subjective norm terhadap customer satisfaction yang dimediasi oleh user behavior belanja online. Jurnal Manajemen dan Bisnis Indonesia.
Alalwan, A. A. (2020). Mobile food delivery applications: User experience, satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 53, 102012.
Cho, H., Wong, J. S., & Kim, J. (2019). The effect of mobile application visual design on customer satisfaction. International Journal of Human-Computer Interaction.
Daillant-Spinnler, B., MacFie, H. J., Beyts, P. K., & Hedderley, D. I. (1996). Relationships between sensory attributes and fruit freshness perceptions. Food Quality and Preference, 7(2).
Dash, G., Paul, J., Aggarwal, S., & Alharthi, M. (2023). Determinants of repurchase intention in E-commerce and the moderating role of risks: an emerging digital economy perspective. European Journal of Management and Business Economics.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly.
Daya, M., Siagian, Y. M., & Kurniawati. (2022). Influence social media marketing activities against brand loyalty directly or through consumer satisfaction and brand equity on the largest e-commerce in indonesia. Jurnal Aplikasi Manajemen.
Emeralda, M. V., & Kurniawati. (2022). Analisis pengaruh social media marketing dan influencer marketing terhadap brand loyalty dengan brand trust dan brand equity sebagai mediasi. Jurnal Ekonomi dan Bisnis (E-QIEN).
Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2017). Drivers of consumer's intention to maintain repurchase behavior in online grocery shopping. Journal of Food Products Marketing.
Esteves, M., & Aníbal, C. (2021). Building competitive advantage in e-grocery through physical product functional value. International Journal of Logistics Research and Applications.
Ferreira, D., Barbosa, B., & Sousa, A. (2025). Perceived freshness and the intention to repurchase fresh food products online. EuroMed Journal of Business.
González, J. A., Marín, J., & Ritel, L. (2021). Market penetration metrics and customer satisfaction in online grocery networks. Journal of Food Distribution Research.
Gupta, S., & Duggal, S. (2021). Typography, color harmony, and graphics layout in digital interface design. International Journal of Electronic Business.
Jeyaraj, A., Ismagilova, E., Jadil, Y., Sarker, P., Rana, N. P., Hughes, L., & Dwivedi, Y. K. (2023). Mediating role of social commerce trust in behavioral intention and use. Information Systems Management, 40(4), 354–370.
Kang, J. W., & Namkung, Y. (2019). The role of data security and system reliability in building customer trust for online food services. International Journal of Hospitality Management.
Kapoor, A., & Vij, M. (2018). Visual interface engagement and brand image framing in online servicescape. Journal of Services Marketing.
Lima, N. S. M., Mainardes, E. W., & Azzari, V. (2025). The role of visual design in food apps: exploring its impact on perceived quality, trust, value and purchase intention. Journal of Agribusiness in Developing and Emerging Economies, 15(2), 189-210.
Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention: The moderating role of online shopping experience. Industrial Management & Data Systems, 114(4), 597-611.
Liu, Y., Zhang, X., & Zhou, M. (2023). Bridging the gap to online retention: Customer satisfaction and trust in food delivery e-commerce. Journal of Retailing and Consumer Services, 72, 103289.
Lohani Harjani, J., & Batra, I. (2025). Antecedents of artificial intelligence in the food service industry: A meta-analytic review. Journal of Foodservice Business Research, 1–26.
Maia, C. R., Lunardi, G. L., & Dolci, D. B. (2022). Dimensions of digital trust: Competence, benevolence, and integrity in e-commerce applications. Electronic Commerce Research and Applications.
Miao, M., Jalees, T., & Zaman, S. (2022). The psychological interaction of trust and fairness perception in online consumer evaluation. Journal of Consumer Behaviour.
Monoarfa, H., Ramli, A., & Purnomo, H. (2024). Aligning digital description with physical product performance in agrifood e-commerce. Journal of Agribusiness Science.
Morales, S., Perez, J., & Torres, M. (2024). Verification barriers and perceived risk management in fresh food e-grocery. Food Control, 158, 110204.
Patsiotis, A. G., Hughes, T., & Webber, D. J. (2020). Interface aesthetics maintenance costs and systemic upgrades in digital commerce. Journal of Systems and Information Technology.
Shaker, A., Al-Khouri, M., & Hassan, R. (2023). Extending Technology Acceptance Model (TAM) for sustainable e-grocery retention. Computers in Human Behavior.
Zahira, N. A., & Kurniawati. (2022). Predict repurchase intention via e-satisfaction as a mediator against consumer attitudes in use face recognition payment. Journal of Digital Marketing and Halal Industry.
Zhang, L., Wang, Q., & Liu, P. (2024). Cold chain maintenance and post-purchase consumer trust evaluation in fresh food platforms. International Journal of Production Economics.
Zheng, X., Li, Y., & Chen, J. (2020). Fresh food e-commerce quality assurance, logistics conformity, and consumer satisfaction. Transportation Research Part E: Logistics and Transportation Review.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Rima Melati, Salsabila Rezkia, Kurniawati, Sri Vandayuli Riorini
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work to acknowledge the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during submission. It can lead to productive exchanges and earlier and greater citation of published work.
Abstract Views: 7
| 
File Downloads: 1
