PENGARUH TRUST TERHADAP ONLINE REPURCHASE INTENTION DENGAN E-SATISFACTION SEBAGAI VARIABEL MEDIASI: STUDI PADA GENERASI MILENIAL PENGGUNA TOKOPEDIA

Farisa Novita Puri (Magister Manajemen, Universitas Katolik Parahyangan, Bandung)
Fransisca Mulyono (Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Katolik Parahyangan, Bandung)

Journal of Management - Small and Medium Enterprises (SME's)
Vol 16 No 1 (2023): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)

This study aims to examine the influence of trust to repurchase intention with e-satisfaction as a mediating variable. This study uses an online survey designed to collect data from the millennial generation who have made at least two purchases at Tokopedia. A total of 113 responses were considered valid, for data analysis using the SEM-PLS approach. Overall, the findings show that there is no direct significant relationship between trust and repurchase intention. In an indirect relationship, trust has a positive and significant effect on repurchase intention through e-satisfaction. This finding reveals that trust is an important factor in creating e-satisfaction with online shopping and consequently increases the repurchase intention at Tokopedia. Keywords: Trust; E-satisfaction; Repurchase Intention