Consumer Trust, Shopping Experience on Repurchase Intention of Product Advertised by Local Digital News Account on Instagram

Abstract

The development of information and communication technology provide easy access to information for every individual around the world. Today's companies use internet technology to make it easier for them to interact, transact, and communicate with consumers. The ease with which every person and company accesses the intern et allows newspaper publishers to spread news online through social media Instagram. One of the digital news that is favored by Instagram users in Denpasar is Infodenpasar because it provides the latest news every day. This study aims to explain the role of trust in mediating the shopping experience on repurchase intentions carried out on consumers of Infodenpasar’s products. The sample size used in this study was 120 respondents obtained through the distribution of online questionnaires (Google form).   The analysis technique used is the classical assumption test, path analysis and Sobel test. The results of this study indicate that the shopping experience has a positive and significant effect on repurchase intentions. Shopping experience has a positive and significant effect on trust. Trust has a positive and significant effect on repurchase intentions and trust is able to mediate the effect of shopping experience on repurchase intentions on consumers of Infodenpasar’s products.