The effect of e-service quality and brand trust on repurchase intention for Jiniso Jeans products in TikTok Shop e-commerce
Keywords:
brand trust, repurchase intention, tiktok shop, social commerce, e-service qualityAbstract
The rapid growth of social commerce platforms has transformed consumer purchasing behavior, yet the drivers of repurchase intention in this emerging landscape remain underexplored. This study examines the influence of e-service quality and brand trust on repurchase intention for Jiniso Jeans products sold through TikTok Shop, one of the fastest-growing e-commerce channels in Indonesia. Using a descriptive verification approach, data were collected from 100 consumers through field surveys, structured questionnaires, and literature review. Multiple linear regression analysis was applied to test the research hypotheses. The findings reveal that both e-service quality and brand trust exert a significant positive effect on repurchase intention. These results underscore the critical role of seamless digital service experiences and brand reliability in sustaining customer loyalty in highly competitive online marketplaces. By addressing a research gap in the context of fashion retail within social commerce, this study provides theoretical contributions to consumer behavior literature and practical implications for e-commerce marketers seeking to optimize retention strategies.
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