Pengaruh Pengalaman, Ulasan Positif, dan Ulasan Negatif Terhadap Niat Beli Ulang Melalui Kepercayaan

Abstract

This study aims to analyze the influence of shopping experience, positive reviews, and negative reviews on repurchase intention of clothing products in the Shopee online store through trust as a mediating variable. This study uses a quantitative approach with a causal design. The research sample consisted of 165 respondents selected using a purposive sampling technique, namely consumers who have purchased clothing products on Shopee in the last six months. Data were collected through questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4. The results show that shopping experience is the strongest factor in increasing consumer trust and repurchase intention. Positive reviews also have a positive and significant effect on trust and repurchase intention. Meanwhile, credible and informative management of negative reviews also contributes to building consumer trust, thus supporting repurchase intention. In addition, trust is proven to have a positive effect on repurchase intention and mediates the influence of shopping experience, positive reviews, and negative reviews on repurchase intention. These findings suggest that improving the quality of the shopping experience, providing credible reviews, and transparently managing consumer feedback are important factors in strengthening trust and driving repeat purchase intentions on the Shopee platform.