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The Role of E-Trust in Mediating the Impact of Website Quality and Google Ads on Repurchase Interest

Year: 2024

Type: article

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.

Source: Journal of Economics Finance and Management Studies

DOI: 10.5281/zenodo.14584140

Authors: Ni Made Juni Astuti, Sulhaini

Institution: University of Mataram

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W6911926530

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