THE ROLE OF E-TRUST AND BRAND IMAGE ON REPURCHASE INTENTION SHOPEE FOOD

Authors

  • Annisa Nugraheni Afridhianika Universitas Sebelas Maret Surakarta, Indonesia
  • Mohamad Harisudin Universitas Sebelas Maret Surakarta, Indonesia
  • Sugiharti Mulya Handayani Universitas Sebelas Maret Surakarta, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v8i1.12446

Abstract

The objective of this study is to examine the impact of E-trust and brand image on the association between E-Service Quality and sales promotion about Shopee Food consumer repurchase intention. The research methodology used is quantitative, with the sampling technique being convenience sampling. A total of 105 students from universities in Surakarta were selected as the research subjects. Research analysis employs PLS-Structural Equation Modeling (SEM). The findings of this study indicate that E-Service Quality, sales promotion, brand image, and E-Trust have a favourable and statistically significant impact on repurchase intention. The association between E-Service Quality and sales promotion and Shopee Food consumer repurchase intention is influenced by Brand image and E-Trust. The findings of this study can inform marketing strategies for marketplace platforms by optimizing E-Service Quality, sales promotion, Brand Image, and trust. These characteristics have been empirically shown to enhance consumer repurchase intention.

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Published

2024-05-12

How to Cite

Afridhianika, A. N., Harisudin, M., & Handayani, S. M. (2024). THE ROLE OF E-TRUST AND BRAND IMAGE ON REPURCHASE INTENTION SHOPEE FOOD. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(1). https://doi.org/10.29040/ijebar.v8i1.12446

Issue

Vol. 8 No. 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024

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Articles

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