Increasing Repurchase Intention Through Personal Selling Capability, Customer Engagement, and Brand Trust

Abstract

This study aims to investigate and examine the role of Brand Trust (BT) in mediating the relationship between Customer Engagement (CEn), Customer Experience (CEx, Personal Selling Capability (PSC), and Brand reputation (BR) on Repurchase Intention (RI). There are 128 consumers of Yamaha Motorcycles in Semarang, Indonesia, that are selected to test the regression relationship of the six constructs. The results showed that CEn, CEx, and PSC can increase BT. While BR does not affect BT. CEn and BT affect RI, while CEx, PSC, and BT do not. Thus, BT acts as a mediating variable in the relationship between CEn, CEx, PSC with RI. Conceptual discussion and results of empirical studies extend previous research on how to increase RI by consumers. This phenomenon is expected to be able to contribute to the development of science, especially marketing and customer behavior.