The Influence of Trust and Sales Promotion on Repurchase Intention Through Consumer Satisfaction in Doing Online Shopping in Medan City

Abstract

Technological advancements are growing rapidly in the current digital age. E-commerce is a kind of technology advancement within the economic area. By providing several conveniences, e-commerce facilitates it for customers to do shopping activities to suit their demands. Shoppe is one of the most visited e-commerce websites in Indonesia. Therefore, this research aims to investigate the effects of customer satisfaction on the relationship between consumer trust and repurchase intention. The investigation was conducted in Medan. This research is classified as associative research. The sample size for this research was 119 respondents. Path is the method of data analysis used. SPSS was used for the analysis of the data. The findings indicate that trust has a positive and significant influence on online customer satisfaction. Positive and substantial effects of sales promotion on customer satisfaction in online shopping. Trust has a positive and significant influence on online shopping repurchase intention. Online shopping repurchase intention is influenced positively and significantly by sales promotion. Consumer satisfaction has a positive and significant influence on online shopping repurchase intention. Consumer satisfaction cannot mediate between trust and the intention to repurchase. The relationship between sales promotion and repurchase intention could be mediated by consumer satisfaction. Keywords: Trust, Sales Promotion, Consumer Satisfaction and Repurchase Intention.