Pengaruh Trust, Customer Experience, Perceived Value terhadap Repurchase Intention Melalui Customer Engagement (Studi pada Pengguna Blibli.com)

Abstract

The rapid development of information technology and digital transformation in Indonesia has triggered a shift in consumer behavior from offline transactions to online shopping, accompanied by intense competition among e-commerce platforms. Despite its large market potential, Blibli.com faces the challenge of a drastic 49.6% decline in web visits by April 2025 and low user engagement compared to its main competitors. Therefore, this study aims to analyze and test the influence of trust, customer experience, and perceived value on repurchase intention among Blibli.com users, by placing customer engagement as a mediating variable. The research approach used is quantitative with a descriptive-causal design. Data collection was carried out through the distribution of an online Likert-scale questionnaire to 220 respondents. Sampling applied non-probability sampling techniques through purposive and snowball sampling methods, with the criteria for respondents aged 17 to 43 years who had made a transaction on Blibli.com at least once in the last six months. The collected data were then analyzed using the Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) method with SmartPLS 4.0 software. The results of the hypothesis testing found that trust, perceived value, and customer engagement have a positive and significant direct influence on repurchase intention. However, the findings also showed that customer experience was proven to have no significant direct influence on repurchase intention, so the second hypothesis (H2) was rejected. Then customer engagement was also found not to mediate between perceived value and purchase intention, so the tenth hypothesis (H10) was also rejected. On the other hand, trust, customer experience, and perceived value each proved to have a positive and significant influence on customer engagement. The practical implications of this study recommend that Blibli.com management prioritize increasing trust and promotional value to encourage direct sales. Considering that user experience does not trigger repeat purchases directly, companies must utilize it to first build strong customer attachment and engagement, as a bridge to drive consumer transaction intentions on an ongoing basis.