PERAN TRUST MEMEDIASI PENGARUH CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION PRODUK PERAWATAN KULIT
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i8.p01Keywords:
customer experience; repurchase intention; trustAbstract
This study aims to analyze the role of trust in mediating the influence of customer experience on repurchase intention of Azarine sunscreen products in Denpasar City. The growth of the beauty industry in Indonesia has intensified competition among skincare brands, making it essential for companies to understand how customer experience can build trust and drive repurchase intention. This quantitative research adopts the theory of planned behaviour and contingency theory, involving 110 respondents who are consumers of Azarine sunscreen. Data were collected through questionnaires and analyzed using path analysis and the sobel test. The results indicate that customer experience has a positive and significant effect on repurchase intention, customer experience has a positive and significant effect on trust, trust has a positive effect on repurchase intention, and trust rust significantly mediates the effect of customer experience on repurchase intention. This study provides both theoretical and practical contributions to skincare product marketing strategies, particularly in increasing repurchase intention through customer experience and trust.
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