The Influence of E-Service Quality and Brand Trust on Repurchase Intention of Dopestore Products

Abstract

This research seeks to explore the impact of E-Service Quality and Brand Trust on customers' Repurchase Intentions for store products within TikTok Shop E-Commerce. The object of this study is Dopestore Products in TikTok Shop E-Commerce with the observation unit of Dopestore consumers in TikTok Shop E-Commerce. The methodology of this study employs a descriptive approach. Data gathering techniques include fieldwork, surveys, and literature review. The sample size consists of 150 respondents. The findings reveal that E-Service Quality and Brand Trust affect Repurchase Intention. Hypothesis testing results show that E-Service Quality has a notable impact on Repurchase Intention. Similarly, Brand Trust significantly influences Repurchase Intention. Furthermore, the combined effect of E-Service Quality and Brand Trust on Repurchase Intention is both impactful and meaningful. These findings support the notion that E-Service Quality contributes to shaping Repurchase Intention.