The Role of Trust and Satisfaction Mediate the Influence of Experience on Repurchase Intention (Study on Shopee Customers in Denpasar)

Abstract

Shopee is a subsidiary of Sea Group, first launched in 2015 simultaneously in 7 countries, namely Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam and the Philippines. Sea Group has a mission to improve the quality of life of consumers and small entrepreneurs to be better with technology. The purpose of this study is to explain the role of trust and satisfaction in mediating the effect of experience on repurchase intention. The population in this study are Shopee customers in Denpasar City who have made a repurchase within the last six months at least twice. The population size of this study is infinite or cannot be predicted with certainty. The sample of this research is 150 respondents, using a non-probability sampling method with a purposive sampling technique. Testing the research hypothesis using the Partial Least Square (PLS) based Structural Equation Modeling (SEM) analysis technique. The results show that experience has a positive and significant effect on trust, satisfaction, and repurchase intention; as well, trust and satisfaction are able to mediate the effect of experience on repurchase intention significantly. Trust and satisfaction in this study mediate partially.