Analysis of the Effect of Brand Trust

Oct 13, 2025 by windailys.com 93 views

The Influence of Brand Confidence on Intention to Re-buy in Tokopedia with Customer Satisfaction as a Mediation Variable

Introduction

In the rapidly growing world of e-commerce, brand trust plays a crucial role in influencing consumer behavior. With the increasing number of online shopping platforms, consumers are becoming more discerning and demanding when it comes to their shopping experiences. One of the leading e-commerce platforms in Indonesia, Tokopedia, has been at the forefront of this growth. This study aims to analyze the influence of brand confidence on intention to re-buy in Tokopedia, with customer satisfaction as a mediation variable.

The Importance of Brand Trust in E-commerce

Brand trust can be defined as the consumer's belief in the quality, reputation, and commitment of a brand to meet their expectations. In the context of e-commerce, brand trust is essential in building customer loyalty and encouraging repeat business. When consumers feel confident in a brand, they are more likely to return to shop and recommend the brand to others. This study focuses on Tokopedia, one of the largest e-commerce platforms in Indonesia, to examine the relationship between brand trust and intention to re-buy.

Methodology

This study involved 390 respondents who provided data through a questionnaire. The data analysis method used was Structural Equation Modeling Partial Least Squares (SEM PLS) with the help of SmartPLS. The results showed a significant and positive influence between brand trust and re-buying intentions. In addition, customer satisfaction was proven to have a partial mediation effect on the relationship between brand trust and re-buying intentions.

Analysis of the Effect of Brand Trust

Brand trust can be interpreted as consumer belief in quality, reputation, and brand commitment to meet consumer expectations. In the context of Tokopedia, when consumers feel confident that the platform can provide quality products and satisfying services, they tend to return to shop. The high level of confidence can accelerate the consumer decision-making process and reduce doubts when making purchases.

Consumer Satisfaction as a Mediation Variable

Consumer satisfaction acts as a link that strengthens the relationship between brand trust and re-buying intentions. When consumers feel satisfied after shopping at Tokopedia, they will not only return to using the service but also recommend it to others. Thus, customer satisfaction becomes important in forming brand loyalty. Therefore, Tokopedia needs to focus on increasing customer experience to maintain their satisfaction.

The Role of Customer Satisfaction in Building Brand Loyalty

Customer satisfaction is a critical factor in building brand loyalty. When consumers feel satisfied with their shopping experience, they are more likely to return to shop and recommend the brand to others. This study highlights the importance of customer satisfaction in strengthening the relationship between brand trust and re-buying intentions.

Implications for Tokopedia

The results of this study provide strategic implications for Tokopedia. To increase the intention of re-purchase, Tokopedia must strengthen the trust of the brand by increasing product information transparency, providing better customer service, and ensuring transaction security. In addition, increasing customer satisfaction through better shopping service innovations and shopping experiences is also a priority. With these steps, Tokopedia can increase customer loyalty and encourage long-term growth.

Conclusion

In the era of fierce e-commerce competition, building brand trust and ensuring customer satisfaction is the key to increasing the intention of re-buying. This study shows that these two factors are interrelated and can be optimized to achieve better business goals. For Tokopedia, sustainable efforts in strengthening brand trust and increasing customer satisfaction will be a valuable investment to improve business performance and support sustainable growth.

Recommendations for Future Research

This study provides a foundation for future research on the relationship between brand trust and customer satisfaction in e-commerce. Future studies can explore the impact of brand trust on customer loyalty and retention in different e-commerce platforms. Additionally, researchers can investigate the role of customer satisfaction in building brand loyalty in various industries.

Limitations of the Study

This study has several limitations. Firstly, the sample size was limited to 390 respondents, which may not be representative of the entire population of Tokopedia users. Secondly, the study only focused on the relationship between brand trust and customer satisfaction, and did not explore other factors that may influence customer behavior. Future studies can address these limitations by increasing the sample size and exploring other factors that influence customer behavior.

Conclusion

In conclusion, this study highlights the importance of brand trust and customer satisfaction in e-commerce. The results show that brand trust has a significant and positive influence on intention to re-buy, and customer satisfaction acts as a mediation variable that strengthens this relationship. For Tokopedia, sustainable efforts in strengthening brand trust and increasing customer satisfaction will be a valuable investment to improve business performance and support sustainable growth.
Frequently Asked Questions (FAQs) about the Influence of Brand Confidence on Intention to Re-buy in Tokopedia with Customer Satisfaction as a Mediation Variable

Q: What is brand trust, and how does it relate to customer satisfaction?

A: Brand trust refers to the consumer's belief in the quality, reputation, and commitment of a brand to meet their expectations. Customer satisfaction, on the other hand, is the level of satisfaction a customer feels after using a product or service. In this study, we found that brand trust has a significant and positive influence on intention to re-buy, and customer satisfaction acts as a mediation variable that strengthens this relationship.

Q: What is the significance of customer satisfaction in building brand loyalty?

A: Customer satisfaction is a critical factor in building brand loyalty. When consumers feel satisfied with their shopping experience, they are more likely to return to shop and recommend the brand to others. This study highlights the importance of customer satisfaction in strengthening the relationship between brand trust and re-buying intentions.

Q: How can Tokopedia increase customer satisfaction and build brand loyalty?

A: To increase customer satisfaction and build brand loyalty, Tokopedia can focus on increasing product information transparency, providing better customer service, and ensuring transaction security. Additionally, increasing customer satisfaction through better shopping service innovations and shopping experiences is also a priority.

Q: What are the implications of this study for Tokopedia's business strategy?

A: The results of this study provide strategic implications for Tokopedia. To increase the intention of re-purchase, Tokopedia must strengthen the trust of the brand by increasing product information transparency, providing better customer service, and ensuring transaction security. With these steps, Tokopedia can increase customer loyalty and encourage long-term growth.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the sample size was limited to 390 respondents, which may not be representative of the entire population of Tokopedia users. Secondly, the study only focused on the relationship between brand trust and customer satisfaction, and did not explore other factors that may influence customer behavior.

Q: What are the recommendations for future research?

A: This study provides a foundation for future research on the relationship between brand trust and customer satisfaction in e-commerce. Future studies can explore the impact of brand trust on customer loyalty and retention in different e-commerce platforms. Additionally, researchers can investigate the role of customer satisfaction in building brand loyalty in various industries.

Q: How can businesses apply the findings of this study to their own e-commerce platforms?

A: Businesses can apply the findings of this study by focusing on increasing customer satisfaction and building brand trust. This can be achieved by providing better customer service, increasing product information transparency, and ensuring transaction security. Additionally, businesses can invest in shopping service innovations and shopping experiences to increase customer satisfaction and build brand loyalty.

Q: What are the key takeaways from this study?

A: The key takeaways from this study are:

Brand trust has a significant and positive influence on intention to re-buy.
Customer satisfaction acts as a mediation variable that strengthens the relationship between brand trust and re-buying intentions.
Increasing customer satisfaction and building brand trust are critical factors in building brand loyalty.
Businesses can apply the findings of this study by focusing on increasing customer satisfaction and building brand trust.

Q: What are the future directions for research on this topic?

A: Future research can explore the impact of brand trust on customer loyalty and retention in different e-commerce platforms. Additionally, researchers can investigate the role of customer satisfaction in building brand loyalty in various industries.