<![CDATA[Development of digital technology and increasing use of e-commerce have encouraged changes in consumer shopping behavior from offline to online shopping. Intensifying competition among e-commerce platforms, particularly Blibli, requires companies to improve e-service quality to retain customers and encourage repurchase intention. The phenomenon of declining profitability and market share indicates a decrease in customers’ repurchase intention on the Blibli e-commerce platform. This study aims to explain the role of trust in mediating the effect of e-service quality on customers’ repurchase intention toward Blibli e-commerce in Denpasar City. This study employed a quantitative approach with an associative research design. Data were collected using a hybrid method through questionnaire distribution both online using Google Forms and offline to 110 respondents using purposive sampling, namely customers who had made purchases on the Blibli e-commerce platform in Denpasar City. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 4 software. The results showed that e-service quality had a positive and significant effect on repurchase intention, e-service quality had a positive and significant effect on trust, and trust had a positive and significant effect on repurchase intention. Trust was proven to partially mediate the effect of e-service quality on repurchase intention. The implications of this study indicate the importance of consistently improving e-service quality to build customer trust, thereby increasing customers’ repurchase intention toward the e-commerce platform.]]>
