The Influence of Emotional Attachment and Previous Experience on Repurchase Intention Mediated by Customer Trust in Tokopedia
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This study aims to examine the influence of emotional attachment and previous experience on repurchase intention, both directly and through customer trust as a mediating variable. The research focused on Tokopedia users domiciled in Aceh, involving a sample of 203 respondents. Structural Equation Modeling (SEM) with the assistance of AMOS software was used as the analytical method. The results demonstrate that emotional attachment and previous experience exert a positive and significant influence on both customer trust and repurchase intention. Moreover, customer trust is found to have a significant impact on repurchase intention. A pivotal finding of this study is that customer trust significantly mediates the relationship between emotional attachment and previous experience with repurchase intention. These findings underscore the essential role of trust-building as a strategic lever for fostering customer loyalty within the context of e-commerce platforms. This research is expected to serve as a valuable reference for stakeholders in the digital industry in formulating customer relationship strategies grounded in experiential and emotional engagement
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