The Influence of Digital Influencer, e-WOM and Information Quality on Customer Repurchase Intention toward Online Shop in e-Marketplace during Pandemic COVID-19: The Mediation Effect of Customer Trust

Abstract

Pandemic COVID-19 brought an impact on the decline of the economy in Indonesia. However, in the pandemic COVID-19, a lot of retailers switch their business to online shops that use e-marketplace. The study aims to empirically investigate factors that build customer repurchase intention toward Indonesia's online shop in the e-marketplace and explore the mediating impact of trust on repurchase intention. This study employs quantitative analyses. The respondent from this study is customers of online shop that use e-marketplaces in Indonesia. This study used SEM-PLS to analyze the research model and data. The model was empirically tested using 407 respondents’ data. The result showed that customer trust, digital influencer influence, social e-WOM, information quality positively impacted customer repurchase intention. The result also showed that customer trust mediates the relationship between variable digital influencer influence, information quality, and social e-WOM with customer repurchase intention. Moreover, social e-WOM and information quality are essential predictors in building customer repurchase intention. This study tries to reduce the gap in the marketing literature by providing empirical evidence about the influence of digital influencers on customer decision-making.