PENGARUH PENGALAMAN MEMBELI PRODUK FASHION TERHADAP NIAT MEMBELI KEMBALI MELALUI KEPUASAN DAN KEPERCAYAAN PELANGGAN

Abstract

repurchase intention through customer satisfaction and trust. Data obtained through questionnaires to 100
respondents through purposive sampling for Internet users in Denpasar who have ever bought fashion products
through online at least twice in six months. The analysis technique used in this study is the Partial Least
Square and for intervening variables using Sobel test and effect size. The result of this research shows that
online fashion buying experience significantly and positively influence the online repurchase intention. The
customer satisfaction and trust also significantly and positively influence online repurchase intention. The
customer satisfaction also influences their trust positively and significantly. The customer satisfaction and
trust emerges as mediating variable of the influence of online fashion product buying experience on online
repurchase intention.