PENGARUH E-SERVICESCAPE TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER EXPERIENCE DAN CUSTOMER TRUST SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGGAN TIKTOK SHOP)

This study aims to examine the effect of e-servicescape on repurchase intention with customer experience and customer trust as mediating variables. This research uses an explanatory quantitative approach. The data collection technique in this study used a survey with the distribution of questionnaires, and the sample was obtained using the Lemeshow formula, totaling 246 Tiktok Shop customers, conducted using accidental sampling. The results of the PLS-SEM analysis show that e-servicescape has a positive and significant effect on repurchase intention, customer experience, and customer trust. Customer experience and customer trust have a positive and significant effect on repurchase intention. The results of this study confirm that a good e-servicescape can shape customer experience and customer trust, which indirectly encourages repurchase intention.