THE ROLE OF E-SERVICE QUALITY AND E-WOM ON REPURCHASE INTENTION THROUGH E-TRUST OF TOKOPEDIA E-COMMERCE APPLICATION USERS

Abstract

The rapid growth of Indonesia's e-commerce industry, particularly Tokopedia, presents an opportunity to study the factors that influence repurchase intention among its users. This study aims to examine how e-service quality, e-word-of-mouth (E-WOM), and customer trust affect repurchase intention through e-trust (E-Trust) as a mediator. A non-probability sampling method was used to select 100 respondents from among users of the Tokopedia program. The study employed a quantitative methodology, and Smart PLS 4.0 was the data analysis tool. The results showed that e-service quality, e-WOM, and e-trust positively influenced repurchase intention. Furthermore, E-Service Quality had an indirect impact on repurchase intention through e-trust. Similarly, E-WOM had an indirect impact on repurchase intention through e-trust. These findings suggest that companies like Tokopedia should focus on enhancing e-service quality, harnessing the influence of e-WOM, and building customer trust to boost e-trust and repurchase intention among their users.