Pengaruh Kepercayaan Merek terhadap Intensi Membeli Ulang di Tokopedia dengan Kepuasan Konsumen sebagai Variabel Mediasi

Abstract

This study aims to examine the effect of brand trust on repurchase intention and consumer satisfaction as the mediating variable on consumer in Tokopedia. Questionnaires distributed to 390 respondents and the hypothesis is examined using quantitative approach. Data was analyzed using the SEM PLS (Structural Equation Modeling Partial Least Squares) method with SmartPLS. The results are significant and positive effects between brand trust and repurchase intention and also consumer satisfaction did have a partial mediating effect on the relationship between brand trust and repurchase intention. The implication is that Tokopedia should increase its performance on strengthening brand trust and consumer satisfaction in order to increase repurchase intention.