Santy Devipel Nainggolan, . (2026) PENGARUH BRAND TRUST DAN BRAND ATTACHMENT TERHADAP REPURCHASE INTENTION PENGGUNA APLIKASI JUAL BELI SHOPEE DIMEDIASI BRAND COMMITMENT. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The increasingly competitive e-commerce industry requires companies to retain users and encourage them to make repeat purchases. Shopee faces challenges in maintaining users’ repurchase intention amid competition from various other e-commerce platforms. This study aims to analyze the effects of Brand Trust and Brand Attachment on Repurchase Intention, with Brand Commitment as an intervening variable. The study involved 140 Shopee users in DKI Jakarta, and the data were analyzed using the SEM-PLS method through SmartPLS 4. The results show that Brand Trust does not have a significant direct effect on Repurchase Intention, while Brand Attachment and Brand Commitment have positive and significant effects. Brand Trust affects Repurchase Intention through Brand Commitment, whereas Brand Commitment does not mediate the effect of Brand Attachment on Repurchase Intention. These findings indicate that users’ emotional attachment to Shopee is an important factor in encouraging repurchase intention. Therefore, Shopee should strengthen users’ emotional attachment and trust through positive shopping experiences, authentic communication, and long-term customer relationships.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No. Panggil: 2410121010] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Prasetyo Hadi] [Penguji 2: Alfatih Sikki Manggabarani] |
| Uncontrolled Keywords: | Brand Attachment, Brand Commitment, Brand Trust, Repurchase Intention, Shopee |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Depositing User: | SANTY DEVIPEL NAINGGOLAN |
| Date Deposited: | 26 Aug 2026 03:12 |
| Last Modified: | 26 Aug 2026 03:12 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53598 |
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