Pengaruh Customer Trust terhadap Repurchase Intention melalui User-Generated Content sebagai Variabel Intervening di Industri Otomotif Studi Kasus @bandarmotor_

Abstract

Technological developments change customer behavior, to respond to changing trends and customer behavior, one of the actions of business people is to use social media to increase sales. The social media that is often used is Instagram because it supports interaction between business people and customers. This study was conducted to determine the factors that influence repurchase intentions on Instagram Bandarmotor by using customer trust by intervening user-generated content. This research was conducted from January to May 2022. This study used a descriptive quantitative method with a population of Bandarmotor Instagram followers with a sample of 73 people. The analytical tool used in this research is Partial Least Square (PLS)-Structural Equation Model (SEM). The results showed that all variables had an influence on repurchase intention on Bandarmotor Instagram and had a significant relationship. All hypotheses are accepted and user-generated content successfully mediates the variable of customer trust on repurchase intention. Keywords: Customer trus