The Role of E-Trust in Mediating the Impact of Website Quality and Google Ads on Repurchase Interest
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 12
Abstract
The primary objective of this study is to analyze the impact of website quality and Google Ads on repurchase interest in Bukalapak, with e-trust serving as a mediating variable. The sample consists of 105 Bukalapak users aged 17 and above who have made purchase transactions. The findings reveal that website quality does not significantly influence e-trust or repurchase interest, whereas Google Ads positively affect both e-trust and repurchase interest. Additionally, e-trust mediates the relationship between website qualities, Google Ads, and repurchase interest. This study offers managerial insights for online shopping platforms to enhance consumer retention strategies.
Authors and Affiliations
Ni Made Juni Astuti , Sulhaini
Keywords
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- EP ID EP754138
- DOI 10.47191/jefms/v7-i12-63
- Views 28
- Downloads 0
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