PENGARUH KEPERCAYAAN DAN BRAND IMAGE TERHADAP NIAT BELI ULANG PADA SHOPEE LIVE (Studi pada Konsumen Clodia Outfit)

This study aims to investigate the impact of trust and brand image toward repurchase intention among consumers of Clodia Outfit on Shopee Live. It employs a quantitative methodology, with the population comprising followers who have previously made purchases on the Clodia Outfit's Shopee account. Data were collected through a Google Form questionnaire, and distributed to 100 samples using purposive sampling, targeting followers of the Shopee Clodia Outfit account who have engaged in purchases via Shopee Live. The data were analyzed using multiple linear regression analysis. The findings reveal that while trust does not significantly influence repurchase intention, brand image exerts a significant impact on it. Moreover, the both trust and brand image jointly affect repurchase intention in Clodia Outfit's Shopee Live.