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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Oktaviani Putri Dita Arumsari
Universitas Negeri Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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THE EFFECT OF PRODUCT INNOVATION AND CUSTOMER ENGAGEMENT ON REPURCHASE INTENTION THROUGH BRAND TRUST MEDIATION OF HIJAB PRODUCTS IN THE TIKTOKSHOP Oktaviani Putri Dita Arumsari; Ery Tri Djatmika; Agus Hermawan
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 3 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i3.4205

Abstract

This study aims to examine the influence of product innovation and customer engagement on repurchase intention of hijab products in TikTok Shop with brand trust as a mediating variable. The research method uses a quantitative approach with causal research design. The research sample consisted of 228 female employees of PT Pabrik Kertas Tjiwi Kimia who actively shop at TikTok Shop. Data were collected through a Likert-based questionnaire, then analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results showed that product innovation (β = 0.366; p < 0.001) and customer engagement (β = 0.385; p < 0.001) had a significant positive effect on repurchase intention. Both also had a significant effect on brand trust, which in turn had a strong influence on repurchase intention (β = 0.421; p < 0.001). A mediation test demonstrated that brand trust mediated the relationship between product innovation (β = 0.091; p = 0.013) and customer engagement (β = 0.162; p = 0.007) and repurchase intention. This finding indicates that product innovation and consumer engagement need to be integrated with a brand trust-building strategy to increase loyalty and repurchase intention among hijab consumers on the TikTok Shop platform.
Co-Authors Agus Hermawan Ery Tri Djatmika RWW