Abstract
This study is unique in its focus on TikTok Shop users in Bali Province, aiming to explain the role of trust and customer satisfaction in mediating the influence of online shopping experience on repurchase intention. The study used a non-probability sampling method, especially purposive sampling, with 163 respondents. The analysis technique used in this study is Partial Least Square (PLS). The study's results indicate that online shopping experience and customer satisfaction positively and significantly affect repurchase intention. However, trust has a negative and insignificant effect on repurchase intention. Customer satisfaction is significantly able to mediate the influence of online shopping experience on repurchase intention, but customer trust is not able to act as a mediator of the influence of online shopping experience on repurchase intention. Therefore, TikTok Shop must pay attention to customers' trust, experience, and satisfaction in online shopping.
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Schedule a callMore From: Prosiding Seminar Nasional Forum Manajemen Indonesia - e-ISSN 3026-4499
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