The Effect of Customer Trust and Customer Experience on Repurchase Intention in the SOCO by Sociolla E-Commerce Application in Surabaya City

Jane Erika Anggraeni; Sugeng Purwanto

doi:10.55927/ajabm.v4i3.429

Authors

Jane Erika Anggraeni Universitas Pembangunan Nasional “Veteran” Jawa Timur
Sugeng Purwanto Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.55927/ajabm.v4i3.429

Keywords:

Customer Experience, Customer Trust, E-Commerce, Repurchase Intention, SOCO by Sociolla

Abstract

This study aims to examine the influence of Customer Trust and Customer Experience on Repurchase Intention in the SOCO by Sociolla E-Commerce application in Surabaya City. This study's methodology is quantitative, and 104 respondents were selected by convenience sampling to receive questionnaires that collected data. Data analysis was conducted using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The results of the study indicate that Customer Trust and Customer Experience have a positive and significant effect on Repurchase Intention. These findings suggest that the higher the level of customer trust and positive experience, the greater the intention to repurchase.

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