Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

FAKTOR-FAKTOR YANG MEMENGARUHI REPURCHASE INTENTION PADA ONLINE LEARNING PLATFORM DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING

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  • Abhinaya Akbar Arroyan,
  • Mohamad Rizan ,
  • Dewi Agustin Pratama Sari
Abhinaya Akbar Arroyan
Universitas Negeri Jakarta
Mohamad Rizan
[email protected].
Dewi Agustin Pratama Sari
[email protected]
DOI: https://doi.org/10.2238/w2mv3x53

Published 2026-07-03

Keywords

  • brand image,
  • customer trust,
  • ewom,
  • e-services quality,
  • repurchase intention,
  • social media marketing
    • ...More
    Less

How to Cite

FAKTOR-FAKTOR YANG MEMENGARUHI REPURCHASE INTENTION PADA ONLINE LEARNING PLATFORM DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/w2mv3x53

Abstract

Penelitian ini menganalisis pengaruh social media marketing, electronic word of mouth (eWOM), brand image, dan e-service quality terhadap repurchase intention pada online learning platform berbayar dengan customer trust sebagai variabel intervening. Data dikumpulkan dari 300 penduduk Jakarta berusia minimal 17 tahun yang pernah membeli program pembelajaran daring berbayar. Penelitian menggunakan purposive sampling, Structural Equation Modeling berbasis kovarians dengan AMOS 24, serta uji Sobel. Model pengukuran dinyatakan valid dan reliabel, sedangkan model struktural menunjukkan kelayakan yang dapat diterima. Social media marketing tidak berpengaruh signifikan terhadap customer trust maupun repurchase intention. eWOM dan brand image berpengaruh positif terhadap customer trust dan repurchase intention. E-service quality berpengaruh terhadap customer trust, tetapi tidak berpengaruh langsung terhadap repurchase intention. Customer trust berpengaruh positif terhadap repurchase intention. Customer trust memediasi secara parsial pengaruh eWOM dan brand image, tetapi tidak memediasi pengaruh social media marketing dan e-service quality. Kredibilitas ulasan pengguna dan kekuatan citra merek lebih menentukan dibandingkan paparan promosi semata dalam membangun kepercayaan dan niat pembelian ulang.
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