The Mediation Role of Customer Satisfaction and Trust in The Effect of Online Shopping Experience on Repurchasing Intention

Abstract

The purpose of this study is to examine and explain the effect of the online shopping experience on customers' repurchase intentions mediated by customer satisfaction and trust of Traveloka users. This research is included in quantitative research in associative form. This research was conducted in Denpasar City with a total sample of 112 respondents. The results of respondents' answers were collected through questionnaires with validity and reliability tests. The analysis technique in this study uses the Structural Equation Model (SEM) and SmartPLS 3.2.9 software. The results show that the online shopping experience has a positive and significant effect on repurchase intentions, satisfaction, and customer trust. Customer satisfaction and trust have a positive and significant effect on customers' repurchase intentions and can partially mediate the influence of online shopping experience variables on customers' repurchase intentions.