PENGARUH CUSTOMER EXPERIENCE DAN BRAND TRUST TERHADAP REPURCHASE INTENTION DI E-MARKET PLACE

M.Arief Setia Budi, Nasrul Hadi, Muhammad Andi, Muhammad Jaka Wiratama, Zikrillah Zikrillah, Aiyub Saputra

Abstract


Internet semakin mudah di akses oleh setiap orang termasuk untuk sistem pembayaran online atau perdagangan elektronik (e-commerce). Di Indonesia, pertumbuhan e-commerce terus meningkat setiap tahunnya. Penelitian ini bertujuan untuk menjawab berbagai fenomena yang muncul pada e-market place Indonesia terkait pengaruh customer experience dan brand trust terhadap repurchase intention. Penelitian dilakukan di Banda Aceh dengan 170 responden dengan pengambilan sampel menggunakan purposive sampling. Berdasarkan hasil pengujian, pengolahan dan analisis data yang telah dilakukan, maka dapat diambil kesimpulan sebagai berikut customer experience berpengaruh terhadap repurchase intention pada e-market place, brand trust berpengaruh terhadap repurchase intention pada e-market place, customer experience dan brand trust secara simultan berpengaruh terhadap repurchase intention pada e-market place.

Keywords


custumer experience; brand trust; repurchase intention

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DOI: https://doi.org/10.37598/bidig.v3i1.1803

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