The Mediating Role of Trust in the Influence of Customer Experience on Repurchase Intention of Emina Local Cosmetic Products in Denpasar City

I Gusti Agung Diandra Prabandari; Tjokorda Gde Raka Sukawati

doi:10.61132/ijema.v2i3.713

Authors

I Gusti Agung Diandra Prabandari Universitas Udayana
Tjokorda Gde Raka Sukawati Universitas Udayana

DOI:

https://doi.org/10.61132/ijema.v2i3.713

Keywords:

Repurchase-Intention, Customer-Experience, Trust

Abstract

In recent years, the beauty industry has gained significant traction and become deeply embedded in public awareness, especially regarding skincare routines involving cosmetic products. Among the notable local cosmetic brands in Indonesia is Emina, which stands out for its youthful concept and lightweight formulations—ideal for entry-level users. This study seeks to explore the mediating role of trust in the relationship between customer experience and repurchase intention for Emina’s products in Denpasar City. Utilizing a non-probability sampling technique, specifically purposive sampling, data were obtained through surveys distributed to 120 qualified respondents. The analysis was conducted using path analysis, complemented by the Sobel test and the Variance Accounted For (VAF) approach. Findings reveal that customer experience significantly and positively affects both trust and repurchase intention. Moreover, trust itself has a significant positive impact on repurchase intention and acts as a mediating variable between customer experience and repurchase intention. Theoretically, this research reinforces prior findings in the field, while practically, it offers strategic insights for Emina’s management to improve consumer experiences and foster trust—ultimately boosting repeat purchase behavior.

Downloads

Download data is not yet available.

References

Akel, G. (Ed.). (2022). Handbook of research on interdisciplinary reflections of contemporary experiential marketing practices. IGI Global.

Amoako, G. K., Doe, J. K., & Neequaye, E. K. (2023). Online innovation and repurchase intentions in hotels: The mediating effect of customer experience. International Hospitality Review, 37(1), 28–47. https://doi.org/10.1108/IHR-03-2022-0019

Angelina, N., & Supriyono, S. (2024). Pengaruh customer experience dan brand trust terhadap repurchase intention pada customer CGV di Surabaya. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 1703–1715.

Anggraeni, F. T., & Albari, A. (2024). The influence of online reviews, trust, and risk perception on repurchase intention on online shopping sites. Futurity Economics & Law, 4(1), 108–124.

Ardelia, N. P. D., & Rahyuda, I. K. (2022). Peran kepuasan memediasi pengaruh pengalaman pelanggan dan kepercayaan terhadap niat beli ulang secara online. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 11(10), 1295–1310.

Arviana, N., & Syah, T. Y. R. (2022). The effect of customer experience on customer satisfaction by creating sustainable profit. Budapest International Research and Critics Institute (BIRCI) Journal, 5(4), 31122–31134.

Asfina, W., & Jadmiko, P. (2023). Pengaruh experiential marketing, customer experience, dan ekuitas merek terhadap minat beli ulang produk MS Glow di Kota Padang (Studi kasus masyarakat Kota Padang). Jurnal Ekonomika dan Bisnis, 3(3), 391–395.

Azhari, S. P. (2022). Kemudahan penggunaan, risiko, dan kepercayaan konsumen terhadap repurchase intention pada situs belanja online Shopee. Jurnal Administrasi Bisnis (JAB), 12(2), 132–138.

Azzahro, N. (2023, March 16). Minat fashion kecantikan semakin tinggi, Indonesia menjadi pasar kecantikan terbesar ke-5 di dunia. tirto.id. https://malangtimes.com/

Banjarnahor, S., Putri, Y., Hardini, K., & Gandhy, A. (2024). The effect of positioning and product differentiation on consumer loyalty of Indomie instant noodles. In Proceeding International Seminar of Science and Technology (Vol. 3, pp. 187–201).

Dananjaya, P., & Giantari, I. G. A. K. (2023). Peran kepercayaan memediasi pengaruh customer experience terhadap repurchase intention konsumen Shopee. E-Jurnal Ekonomi dan Bisnis, 12(9).

Dewi, N. W. P. N., & Giantari, I. G. A. K. (2022). The mediation role of customer satisfaction and trust in the effect of online shopping experience on repurchasing intention. European Journal of Business and Management Research, 7(3), 78–83.

Diva Angelia. (2022, September 18). 7 merek kosmetik lokal paling banyak digunakan di Indonesia 2022. GoodStats. https://goodstats.id/

Eldawati, S. (2022). Pengaruh kualitas produk, kualitas pelayanan dan kepercayaan terhadap kepuasan konsumen furniture (Studi kasus pada CV. Alzaid Furniture Kabupaten Pesisir Selatan). Matua Jurnal, 4(1), 39–52.

Fachrullah, M., & Permana, D. (2024). The influence of e-service quality and customer experience against repurchase intention and trust as the intervening variable. Journal of Sustainable Economic and Business, 1(2), 84–97.

Faizah, I., Fanggidae, A. H., Riwu, Y. F., & Bunga, M. (2023). Pengaruh content marketing dan customer experience terhadap minat beli ulang pada pengguna brand Ventela. Indonesia Journal Economy and Management, 1(1), 10–18.

Ferinia, R., Tanjung, R., Purba, B., Lestari, N., Mastuti, R., Utami, N. R., & Dewi, I. K. (2021). Perilaku konsumen kepariwisataan. Yayasan Kita Menulis.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Hasibuan, L. (2022, November 4). Industri kecantikan tahan krisis, laris manis meski pandemi. CNBC Indonesia. https://www.cnbcindonesia.com/

Hong, J., Tj, H. W., & Purnama, E. D. (2023). Pengaruh brand awareness dan brand loyalty terhadap brand equity yang dimediasi customer experience: Studi pipa PVC merek Vinilon pada toko bahan bangunan area Tangerang. Komitmen: Jurnal Ilmiah Manajemen, 4(2), 286–296.

Huddin, M. N., Kurnia, D., Deviyantoro, D., & Nafiudin, N. (2024). The relationship between customer experience, customer satisfaction, customer loyalty, and repurchase intention in Shopee. Jurnal Ilmu Manajemen dan Bisnis, 5(1), 1–10.

Irvania, V. A., Udayana, I. B. N., & Fadhilah, M. (2022). Pengaruh perceived usefulness, trust dan perceived risk terhadap purchase intention pengguna Shopee. Jurnal Akmenika, 19(1), 622–630.

Kalbuadi, A., & Kembang, L. P. (2023). Pengaruh customer experience terhadap repurchase intention (Studi pada seluruh coffee shop di Kota Mataram). Jurnal Riset Manajemen dan Ekonomi, 1(2), 326–342.

Lin, T. T., Yeh, Y. Q., & Hsu, S. Y. (2022). Analysis of the effects of perceived value, price sensitivity, word-of-mouth, and customer satisfaction on repurchase intentions of safety shoes under the consideration of sustainability. Sustainability, 14(24), 16546. https://doi.org/10.3390/su142416546

Lua, K. K. D., & Rastini, N. M. (2024). Peran kepercayaan memediasi pengaruh customer experience terhadap niat menggunakan kembali jasa Grabfood (Studi pada pengguna jasa GrabFood di Kabupaten Badung). Jurnal Neraca Manajemen, Akuntansi, dan Ekonomi, 8(11), 11–20.

Mauludin, M. S., Saputra, A. D., Sari, A. Z., Munawaroh, I., & Regita, E. P. (2022). Analisis perilaku konsumen dalam transaksi di e-commerce. Proceedings of Islamic Economics, Business, and Philanthropy, 1(1), 108–123.

Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206. https://doi.org/10.1108/APJML-05-2021-0375

Prabandari, K. D., & Yasa, N. N. K. (2019). Peran kepercayaan memediasi pengaruh pengalaman terhadap niat menggunakan kembali jasa JNE di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 8(2), 7660–7687.

Pratiwi, K., & Suparna, G. (2018). Peran kepercayaan memediasi kualitas pelayanan dengan kepuasan pelanggan pada Camely Salon di Kota Denpasar. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 7(9), 4947–4970.

Purnawarman, A. F., Hermani, A., & Pradhanawati, A. (2022). Pengaruh kualitas produk dan suasana cafe terhadap minat beli ulang konsumen (Studi pada Cafe Portobello Sumurboto Semarang). Jurnal Ilmu Administrasi Bisnis, 11(1), 109–117.

Sarjana, N. P. N., Farida, N., & Hermani, A. (2022). Pengaruh servicescape dan perceived value terhadap repurchase intention melalui customer satisfaction (pada Restoran Hello Taichan Kota Surakarta). Jurnal Ilmu Administrasi Bisnis, 11(3), 567–575.

Shifa, M. A., Mulyaningsih, H. D., & Mahani, S. A. E. (2024). Pengaruh customer experience terhadap repurchase intention di e-commerce dengan customer trust sebagai variabel moderasi. Business and Management, 4(1), 664–671.

Sofiani, M., & Sagir, J. (2022). Pengaruh online shopping experience terhadap loyalitas konsumen menggunakan Shopee dengan customer trust sebagai variabel intervening. Master of Management Journal, 11(2), 120–134.

Sucahoyo, C. P. D., Wijaya, A. J., & Widjaja, D. C. (2022). Pengaruh store atmosphere terhadap emosi tamu dan minat beli ulang di Michael Tj Gelato Surabaya. Jurnal Manajemen Perhotelan, 7(2), 55–62.

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. CV. Alfabeta.

Syafrianita, N., & Asnawi, M. (2022). Analisis perilaku konsumen dalam keputusan pembelian produk pada CV. Syabani di Pusat Pasar Medan. Jurnal Bisnis Corporate, 7(2), 31–40.

Tangkuan, Y. S., Pongtuluran, A. K., & Pagiu, C. (2023). Pengaruh cafe atmosphere, customer experience, dan harga terhadap minat beli ulang pada Cafe Wai Teman Minum Kamu Kabupaten Toraja Utara. Jurnal Rimba: Riset Ilmu Manajemen Bisnis dan Akuntansi, 1(3), 170–181.