The Mediating Role of Trust in the Influence of Influencer Credibility and Shopping Experience on Repurchase Intention E-commerce

Nurul Amalia Fitri, Surna Lastri, Erlinda Erlinda, Thasrif Murhadi

Abstract


The role of trust is becoming increasingly important in building consumer loyalty in the competitive e-commerce era. This study aims to analyze the role of trust mediation in the relationship between influencer credibility and shopping experience on repurchase intention in e-commerce. The study uses a quantitative approach with the variables of influencer credibility, shopping experience, trust, and repurchase intention. Data was collected through a questionnaire from 397 students from seven universities in Banda Aceh with the criteria of having made a transaction on the Shopee platform, as a representation of one of the largest e-commerce in Indonesia. Data analysis was carried out using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results showed that influencer credibility and shopping experience had a positive effect on trust, and trust mediated the influence of both on repurchase intent. These findings confirm that trust is a key factor in increasing consumer loyalty in e-commerce. Practically, the study emphasizes the importance of building influencer credibility and creating a positive shopping experience to encourage repurchases. The originality of the research lies in its focus on students as a segment of potential consumers by placing trust as a mediating variable in the context of e-commerce.


Keywords


Influencer Credibility; Shopping Experience; Trust; Repurchase Intent; Shopee

Full Text:

PDF

References


Adrianto, R., & Kurnia. (2021). Kredibilitas Influencer dalam Membentuk Kepercayaan Konsumen terhadap Brand. Jurnal Riset Manajemen Komunikasi, 1(1), 54–60. https://doi.org/10.29313/jrmk.v1i1.117

Aisyah, A. S., Mulyatini, N., & Yulia, L. (2022). PENGARUH KEPERCAYAAN BELANJA ONLINE DAN PENGALAMAN PEMBELIAN TERHADAP MINAT BELI DI TOKOPEDIA (Suatu Studi pada Fakultas Ekonomi Universitas Galuh Ciamis). Business Management and Enter, 4, 102–110.

Amalina, D. K. R., Silvianita, A., Zaliika, J. R., & Prabowo, F. H. (2024). Live-Streaming Shopping: The Role of Interaction, Discounts, and Trust in Increasing Online Purchase Intention in Instagram and Shopee Platforms. The 5th Asia-Pacific Management Research Conference (APMRC), 30–40. https://doi.org/10.2478/9788367405850-004

Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual , Strategic , and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.

Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly: Management Information Systems, 25(3). https://doi.org/10.2307/3250921

Chen, J., Hsee, C. K., Yang, Y., & Gu, Y. (2020). Specification seeking: How product specifications influence consumer preference. Journal of Consumer Research, 35(6), 952–966. https://doi.org/10.1086/593947

Chen, Y., Qin, Z., Yan, Y., & Huang, Y. (2024). The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions? Sustainability (Switzerland) , 16(13). https://doi.org/10.3390/su16135471

Deng, F., Lin, Y., & Jiang, X. (2023). Influence mechanism of consumers’ characteristics on impulsive purchase in E-commerce livestream marketing. Computers in Human Behavior, 148. https://doi.org/10.1016/j.chb.2023.107894

Dewi, M. K., & Herning, B. K. K. (2023). Pengaruh Kepuasan Pelanggan terhadap Niat Pembelian Kembali dan Loyalitas Pelanggan sebagai Variabel Intervening: Pada Penggunaan Layanan Jasa Pengiriman J&T Cargo. Economics Business Finance and Entrepreneurship, 111–119.

Fira Malinda. (2021). Pengaruh Kepercayaan terhadap Niat Membeli Ulang dengan Kegunaan yang Dirasakan sebagai Variabel Intervening pada E-commerce X. 2(2), 1–23.

Hair, J. F., Sarstedt, M., & Ringle, C. M. (2019). Rethinking some of the rethinking of partial least squares. European Journal of Marketing, 53(4). https://doi.org/10.1108/EJM-10-2018-0665

Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8), e29714. https://doi.org/10.1016/j.heliyon.2024.e29714

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1). https://doi.org/10.1007/s11747-014-0403-8

Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4). https://doi.org/10.1086/266350

Kakkar, M. D., & Sharma, R. (2025). Investigating The Role of Influencer ’ s Perceived Authenticity and Consumer Well-Being on Purchase Intention and Organic Food Consumption Behaviour. 11(6), 2411–2424.

Kemeç, & Fulya, H. (2021). The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. In Journal of Consumer and Consumption Research (Vol. 13, Issue 1).

Kurumbatu, S. (2024). The Mediating Role of Trust in E-commerce Purchase Intention: Evidence from Lazada Users in Jakarta. Asian Journal of Social and Humanities, 2(12), 2941–2962. https://doi.org/10.59888/ajosh.v2i12.410

Lee, H., Sun, Y., & Rojas, H. (2024). Parasocial Relationships with Live Streamers: Evidence from South Korea and the United States. Asian Journal for Public Opinion Research, 12(3), 166–183. https://doi.org/10.15206/ajpor.2024.12.3.166

Lee, Y.-O., Kim, M., & Author, C. (2008). The effect of logistics service quality on customer satisfaction and repurchase intention: focusing on company size as a moderator. In JOURNAL OF INTERNATIONAL LOGISTICS AND TRADE (Vol. 55, Issue 1).

Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.995129

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Marka, M. M., & Noor, S. (2023). Gen-Z Consumer Behavior: What Factors are Affecting Repurchase Intention of Online Ticket Reservation? Journal of Applied Management Research, 3(1), 26–32. https://doi.org/10.36441/jamr.v3i1.1579

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model Of Organizational Trust. Academy of Management Review, 20(3). https://doi.org/10.5465/amr.1995.9508080335

Nugroho, D. R., Linardi, J. K., Setyawati, A., & Firadus, M. I. (2020). The Effect of Influencer Credibility Towards Consumer Trust in E-Commerce and Purchase Intention of Low-Cost Carrier Ticket. Advances in Transportation and Logistics Research, 3(0), 582–589.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3). https://doi.org/10.1080/00913367.1990.10673191

Pena-García, N., Losada-Otálora, M., Auza, D. P., & Cruz, M. P. (2024). Reviews, trust, and customer experience in online marketplaces: the case of Mercado Libre Colombia. Frontiers in Communication, 9(September), 1–14. https://doi.org/10.3389/fcomm.2024.1460321

Pires, P. B., Prisco, M., Delgado, C., & Santos, J. D. (2024). A Conceptual Approach to Understanding the Customer Experience in E-Commerce: An Empirical Study. Journal of Theoretical and Applied Electronic Commerce Research , 19(3), 1943–1983. https://doi.org/10.3390/jtaer19030096

Rahmatulloh, T. A., Hilal, & Wijaya, P. (2024). IMMERSIVE 2024 International Management Conference and Progressive Paper The influence of influencer marketing and product ratings on consumer trust at Shopee: a study of Shopee Generation Z users. IMMERSIVE 2024 International Management Conference and Progressive Paper. https://creativecommons.org/licenses/by/4.0/legalcode.

Senali, M. G., Iranmanesh, M., Ghobakhloo, M., Foroughi, B., Asadi, S., & Rejeb, A. (2024). Determinants of trust and purchase intention in social commerce: Perceived price fairness and trust disposition as moderators. Electronic Commerce Research and Applications, 64, 101370. https://doi.org/10.1016/J.ELERAP.2024.101370

Tahir, D. M. (2021). Online Review and Customer Purchase Intention in Social ECommerce Context; Role of Trust as a Mediator and Source Credibility as Moderator. Jinnah Business Review, 09(01). https://doi.org/10.53369/qddd5317

Tojiri, Y., & Sugiat, J. (2024). The Influence of Customer Experience on Repurchase Intention at Tekun.id Beverage Outlets. International Journal on Social Science, Economics and Art, 13(4), 288–292.

Tong, M. (2022). Customers’ craft beer repurchase intention: the mediating role of customer satisfaction. International Journal of Food Properties, 25(1). https://doi.org/10.1080/10942912.2022.2066122

Wen, B., Kurniasari, F., & Lestari, E. D. (2024). Elucidating drivers of repurchase intention in the e-marketplace through the lens of online trust-building mechanisms. Innovative Marketing, 20(1), 212–226. https://doi.org/10.21511/im.20(1).2024.18

Yuxuan, L. (2024). The Impact of Influencer Trustworthiness and Credibility on Customer Repurchase Intention for Tourism Packages in TikTok Live Streaming in China. Journal of Information Systems Engineering and Management, 2025(3), 2468–4376. https://www.jisem-journal.com/

Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127. https://doi.org/10.1016/j.chb.2021.107052

Zou, J., & Fu, X. (2024). Understanding the purchase intention in live streaming from the perspective of social image. Humanities and Social Sciences Communications, 11(1), 1–14. https://doi.org/10.1057/s41599-024-04054-6




DOI: https://doi.org/10.33258/birci.v8i4.8133

Article Metrics

Abstract view : 0 times
PDF - 0 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.