Pengaruh Brand Image, E-Service Quality, dan Relationship Marketing terhadap Repurchase Intention Melalui Peningkatan Customer Trust Pada Beauty E-Commerce Sociolla

Authors

  • Desita Cindie Handayani Universitas Mulawarman
  • Muhammad Zaini Universitas Mulawarman

DOI:

https://doi.org/10.37385/msej.v5i2.4906

Keywords:

brand image, electronic service quality, relationship marketing, customer trust, repurchase intention

Abstract

This research aims to analyze the influence of brand image, e-service quality and Relationship Marketing on repurchase intentions through increasing customer trust in Sociolla's beauty e-commerce. The sampling technique for this research uses the Purposive Sampling Technique. Data collection was carried out by distributing questionnaires to Sociolla customers in the city of Samarinda who had made at least two purchase transactions on Sociolla e-commerce with a sample size of 100 respondents. The data analysis technique uses a structural equation model with the Partial Least Square (PLS) program. The findings reveal that there is a positive and significant influence between brand image, electronic service quality and relationship marketing on customer trust. And there is also a positive and significant influence between customer trust and repurchase intentions

References

Agustina, V., Sinurat, R., & Ali, M. M. (2020). Analysis of E-Service Quality and Quality Information on Trust and Impact on Purchase Decision on Consumer Tokopedia ( Case Study of Tokopedia Customers in Tangerang City ). International Journal of Innovative Science and Research Technology, 5(3), 538–548.

Al-Nasser. (2013). E-Service Quality and Its Effect on Consumersâ?™ Perceptions Trust. American Journal of Economics and Business Administration, 5(2), 47–55. https://doi.org/10.3844/ajebasp.2013.47.55

Chuang, H.-M., & Fan, C.-J. (2011). The mediating role of trust in the relationship between e-retailer quality and customer intention of online shopping. African Journal of Business Management, 5(22), 9522–9529. http://www.academicjournals.org/AJBM

Delsi, R., & Ahmad, N. (2017). Pengaruh Citra Merek Terhadap Niat Pembelian Tiket Pesawat Secara Online Pada Konsumen Traveloka.Com Dengan Kepercayaan Sebagai Variabel Mediasi Delsi Tuttia Rahmi 1 , Ahmad Nizam 2 1,2). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 2(3), 70–85.

Haasiani, N. (2022). Data Penjualan Kosmetik Wajah: Brand Lokal Kuat Bersaing. Compas.Id. https://compas.co.id/article/data-penjualan-kosmetik/

Haines goleman, daniel boyatzis, R., & Mckee, A. (2019). Analisa Marketing Mix. Journal of Chemical Information and Modeling, 53(9), 1689–1699.

Hsu, M. H., Chang, C. M., Chu, K. K., & Lee, Y. J. (2014). Determinants of repurchase intention in online group-buying: The perspectives of DeLone & McLean is success model and trust. Computers in Human Behavior, 36, 234–245. https://doi.org/10.1016/j.chb.2014.03.065

Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144–156. https://doi.org/10.1016/j.ijhm.2008.06.010

Luthfy, A., Ijie, A., & Santoso, S. B. (2019). Analisis Pengaruh Citra Merek dan Kuantitaf Produk Terhadap Keputusan Pembelian Melalui Kepercayaan Pelanggan Sebagai Variabel Intervening (Studi Pada Mahasiswa Undip Pengguna Smartphone Sony). Journal of Management.

Maharini, B. (2020). Pengaruh Brand Image Terhadap Perilaku Nasabah Kopdit Cu “Unam” Berastagi. Repository Universitas Quality, 9.

Mayer et al. (1995). An Integrative Model of Organizational Trust Author ( s ): Roger C . Mayer , James H . Davis and F . David Schoorman Published by?: Academy of Management Stable URL?: http://www.jstor.com/stable/258792 REFERENCES Linked references are available on JSTOR f. Academy of Management Review, 20(3), 709–734.

Palmatier, R. W., & Steinhoff, L. (2019). Relationship Marketing Strategies. Relationship Marketing in the Digital Age, September, 144–180. https://doi.org/10.4324/9781315143583-5

Riadh Ladhari. (2010). Developing e-service quality scales: A literature review. Journal of Retailing and Customer Service, 17(6), 466–477.

Rizan, M., Warokka, A., & Listyawati, D. (2013). Relationship marketing and customer loyalty: Do customer satisfaction and customer trust really serve as intervening variables? Vision 2020: Innovation, Development Sustainability, and Economic Growth - Proceedings of the 21st International Business Information Management Association Conference, IBIMA 2013, 2, 1285–1295. https://doi.org/10.5171/2014.724178

Santos, J. (2003). E?service quality: a model of virtual service quality dimensions. An International Journal, 13(3), 233–246.

Schiffman, L. G., & Kanuk, L. L. (2008). Consumer Behavior.

Sohail, M. S. (2012). The Antecedents of Relationship Marketing and Customer Loyalty?: A Conceptual Framework to Determine Outcomes. International Conference on Economics, Business Innovation, 38(June 2012), 236–240.

Sohail M, M. N. (2011). Relationship-marketing elements and Third-Party Logistics: perspectives from an emerging nation. International Journal Logistics Systems and Managemen, 9, 375–396.

Sudarmo, I. G. (1996). Pengantar bisnis. In Yogyakarta?: BPFE.

Umma, N., & Nabila, R. (2023). Pengaruh Online Customer Review, Citra Merek dan Religiusitas Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Variabel Intervening (Studi Pada Pengguna Marketplace Shopee Generasi Z). Jurnal Ekonomi Dan Perbankan Syariah , 10(1), 1–18. https://doi.org/10.19105/iqtishadia.v10i1.8407

Urban, G. L., Sultan, F., & Qualls, W. J. (2001). Placing trust at the center of your internet strategy. MIT Sloan Management Review, 42(1), 39–48.

Zaeni ZM, A. (2022). Analysis of Customer Value, Customer Satisfaction and Service Quality on Repurchase Intention with Customer Trust as Intervening Variables. Journal Research of Social Science, Economics, and Management, 2(1), 27–42. https://doi.org/10.59141/jrssem.v2i1.237

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill Education.

Zhou, T., Lu, Y., & Wang, B. (2009). The relative importance of website design quality and service quality in determining consumers’ online repurchase behavior. Information Systems Management, 26(4), 327–337. https://doi.org/10.1080/10580530903245663

Downloads

Published

2024-04-29

How to Cite

Handayani, D. C. ., & Zaini, M. (2024). Pengaruh Brand Image, E-Service Quality, dan Relationship Marketing terhadap Repurchase Intention Melalui Peningkatan Customer Trust Pada Beauty E-Commerce Sociolla. Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 5090–5012. https://doi.org/10.37385/msej.v5i2.4906