The Influence of Emotional Attachment and Previous Experience on Repurchase Intention Mediated by Customer Trust in Tokopedia

Hasliza Razali; T. Meldi Kesuma; Ahmad Nizam

doi:10.18535/ijsrm/v13i08.em09

Abstract

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

Keywords

Emotional AttachmentPrevious ExperienceCustomer TrustRepurchase IntentionTokopediaSEME-Commerce

References

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[refR-2] APJII, Asosiasi penyelenggara Jasa Internet Indonesia. 2024. “Survei Penetrasi Internet Indonesia 2024.” https://survei.apjii.or.id/survei/group/9.Google Scholar ↗

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[refR-5] Chaudhuri, Arjun, and Morris B Holbrook. 2001. “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.” Journal of Marketing 65, no. 04: 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255.DOI ↗Google Scholar ↗

[refR-6] Cronin, J Joseph, and Steven a Taylor. 1992. “Measuring Quality: A Reexamination and Extension.” Journal of Marketing 56, no. 3: 55–68. https://doi.org/10.2307/1252296.DOI ↗Google Scholar ↗

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[refR-12] Hasman, Haryaji Catur Putera, Wan Rizca Amelia, Alfifto Alfifto, and Siti Alhamra Salqaura. 2023. “Factors Influencing Gen Z’S E-Loyalty in Shopping on E-Commerce.” International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) 3, no. 4: 1183–88. https://doi.org/10.54443/ijebas.v3i4.1002.DOI ↗Google Scholar ↗

[refR-13] Hellier, Phillip K., Gus M. Geursen, Rodney A. Carr, and John A. Rickard. 2003. “Customer Repurchase Intention: A General Structural Equation Model.” European Journal of Marketing 37, no. 11–12: 1762–1800. https://doi.org/10.1108/03090560310495456.DOI ↗Google Scholar ↗

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[refR-15] Khoa, Bui Thanh. 2020. “The Antecedents of Relationship Marketing and Customer Loyalty: A Case of the Designed Fashion Product.” /Journal of Asian Finance, Economics and Business 7, no. 02: 195–204. https://doi.org/10.13106/jafeb.2020.vol7.no2.195.DOI ↗Google Scholar ↗

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[refR-18] Lemon, Katherine N., and Peter C. Verhoef. 2016. “Understanding Customer Experience Throughout the Customer Journey.” Journal of Marketing: AMA/MSI Special Issue 80, no. 6: 69–96. https://doi.org/10.1509/jm.15.0420.DOI ↗Google Scholar ↗

[refR-19] Levy, Shalom, and Hayiel Hino. 2016. “Emotional Brand Attachment: A Factor in Customer-Bank Relationships.” International Journal of Bank Marketing 34, no. 2: 136–50. https://doi.org/10.1108/IJBM-06-2015-0092.DOI ↗Google Scholar ↗

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[refR-21] Morgan, Robert M, and Shelby D. Hunt. 1994. “The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing 58, no. 07: 20–38. https://doi.org/10.2307/1252308.DOI ↗Google Scholar ↗

[refR-22] Pattikawa, Silfia Nadilla, and Golan Hasan. 2023. “Pengaruh Kepercayaan Dan Minat Repurchase Terhadap Perilaku Konsumen Dalam Berbelanja Di E-Commerce Kota Batam.” Technomedia Journal 8, no. 1. https://doi.org/10.33050/tmj.v8i1.1938.DOI ↗Google Scholar ↗

[refR-23] Rahmadhani, Suci, Fitri Ayu Nofirda, and Sulistyandari Sulistyandari. 2022. “MEREK TERHADAP LOYALITAS MEREK DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI (STUDI PADA MEREK APPLE).” DeReMa(Development of Research Management): Jurnal Manajemen 17, no. 2: 205. https://doi.org/10.19166/derema.v17i2.5569.DOI ↗Google Scholar ↗

[refR-24] Sarwani, Sarwani, and Farida Sofiana Rohmah. 2022. “Pengaruh Kepercayaan Dan Kemudahan Transaksi Terhadap Keputusan Pembelian Online Pada Marketplace Shopee Di Kota Surabaya.” Jurnal Ilmiah Administrasi Bisnis Dan Inovasi 6, no. 2. https://doi.org/10.25139/jiabi.v6i2.4134.DOI ↗Google Scholar ↗

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[refR-27] Wardoyo, W, and Intan Andini. 2017. “Faktor-Faktor Yang Berpengaruh Terhadap Keputusan Pembelian Secara Online Pada Mahasiswa Universitas Gunadarma.” Jurnal Manajemen Sumber Daya 19, no. 1. https://doi.org/10.23917/dayasaing.v19i1.5101.DOI ↗Google Scholar ↗

[refR-28] Yanti, Silvia Dwi, Sri Astuti, and Camelia Safitri. 2023. “Pengaruh Pengalaman Belanja Online Dan Kepercayaan Terhadap Minat Beli Ulang Pada Aplikasi TikTok Shop.” Jurnal Ekonomi Dan Manajemen Teknologi 7, no. 1. https://doi.org/10.35870/emt.v7i1.728.DOI ↗Google Scholar ↗

[refR-29] Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler. 2010. “Services Marketing Strategy.” Wiley International Encyclopedia of Marketing. https://doi.org/10.1002/9781444316568.wiem01055.DOI ↗Google Scholar ↗