Eurasia: Economics & Business (Sep 2023)

THE ROLE OF TRUST MEDIATES THE INFLUENCE OF BRAND IMAGE AND CUSTOMER EXPERIENCE ON REUSE INTENTION: A STUDY OF BUKALAPAK USERS IN DENPASAR CITY

  • Putra I.B.A.S.A.,
  • Rahyuda I K.,
  • Suasana I G.A.K.G.,
  • Setiawan P.Y.

Journal volume & issue
Vol. 75, no. 9
pp. 32 – 56

Abstract

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The phenomenon of globalization exerts a substantial impact on the transformation of individuals' ways of living. One notable consequence of globalization is the expeditious progression of technology, which engenders greater practicality in people's lifestyles. A discernible shift in consumer behavior has emerged, characterized by a transition from traditional brick-and-mortar retail to the realm of e-commerce. The existence of customers' experiences and brands is evident. The impact of visual representation on trust can afterwards foster the development of customer intents to engage in repeated usage of the application. The objective of this study is to examine the relationship between customer experiences and brand image, and their impact on reuse intention, with trust as a mediating variable. The study's population comprises individuals residing in Denpasar City who possess knowledge of and engage with the Bukalapak e-commerce platform for conducting transactions. The study employed a purposive selection technique to choose a sample of 140 participants. The inclusion criteria for the sample were individuals who identified as either male or female and possessed a minimum educational attainment of a high school diploma or its equivalent. Data were analyzed using Structural Equation Model (SEM) using PLS analysis techniques. The results of this study indicate that 1) brand image has a positive and significant effect on the intention to reuse; 2) customer experience positive and significant effect on intention to reuse; 3) brand image has a positive and significant effect on trust; 4) customer experience has a positive and significant effect on trust; 5) trust has a positive and significant effect on intention to reuse; 6) trust is able to partially mediate the influence of brand image on intention to reuse; 7) trust is able to partially mediate the influence of customer service on reuse intentions. Based on the results of e-commerce research, Bukalapak has provided a positive experience and image to increase user confidence to reuse the Bukalapak e-commerce platform as a platform for transactions.

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