Trust as a mediator between customer experience and repurchase intention: Evidence from TikTok Shop Users

Muhamad Amir Ariandi; Muhammad  Rinaldi

doi:10.55942/pssj.v5i8.661

Authors

Muhamad Amir Ariandi STMIK Widya Cipta Dharma https://orcid.org/0009-0002-3792-4381
Muhammad Rinaldi Universitas Mulawarman https://orcid.org/0000-0003-2939-1722

DOI:

https://doi.org/10.55942/pssj.v5i8.661

Keywords:

Customer Experience, Trust, Repurchase Intention, Tiktok Shop, Social E-Commerce

Abstract

This study investigated the influence of customer experience on repurchase intention among TikTok Shop users, with trust acting as a mediating factor. Employing a quantitative approach and an explanatory research design, the study surveyed 100 respondents who had made at least two purchases on the TikTok Shop within the preceding six months. Data were gathered through an online questionnaire using a 5 point Likert scale and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS software. The findings indicate that customer experience exerts a positive and significant effect on trust but does not have a direct impact on repurchase intention. Conversely, trust has a positive and significant effect on repurchase intention, and fully mediates the connection between customer experience and repurchase intention, underscoring the essential role of trust in building customer loyalty on social commerce platforms.

Author Biographies

Muhamad Amir Ariandi, STMIK Widya Cipta Dharma

Muhamad Amir Ariandi is a lecturer at STMIK Widya Cipta Dharma, Samarinda, Indonesia. His academic focus is on digital business, marketing management, and consumer behavior. He has published articles in national and Scopus-indexed journals and is actively engaged in research related to social commerce, trust, and repurchase intention.

Muhammad Rinaldi, Universitas Mulawarman

Muhammad Rinaldi is a lecturer in the Faculty of Economics and Business, Universitas Mulawarman, Indonesia. His research interests include taxation, financial reporting, and digital economy. He has authored several journal articles exploring the intersections between taxation, technology, and compliance behavior.

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