Pengaruh Brand Image, E-Service Quality, dan Relationship Marketing terhadap Repurchase Intention Melalui Peningkatan Customer Trust Pada Beauty E-Commerce Sociolla
DOI:
https://doi.org/10.37385/msej.v5i2.4906Keywords:
brand image, electronic service quality, relationship marketing, customer trust, repurchase intentionAbstract
This research aims to analyze the influence of brand image, e-service quality and Relationship Marketing on repurchase intentions through increasing customer trust in Sociolla's beauty e-commerce. The sampling technique for this research uses the Purposive Sampling Technique. Data collection was carried out by distributing questionnaires to Sociolla customers in the city of Samarinda who had made at least two purchase transactions on Sociolla e-commerce with a sample size of 100 respondents. The data analysis technique uses a structural equation model with the Partial Least Square (PLS) program. The findings reveal that there is a positive and significant influence between brand image, electronic service quality and relationship marketing on customer trust. And there is also a positive and significant influence between customer trust and repurchase intentions
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