The Effect of Perceived Usefulness, Trust, and Perceived Enjoyment on Repurchase Intention: Study on Fashion Products

ABSTRACT: The purpose of this study was to determine the effect of perceived usefulness, trust, and perceived enjoyment on the repurchase intention of fashion products offered through Instagram. The research was conducted in Bali, Indonesia, with respondents who had purchased online fashion products via Instagram in the last 6 months. Through the purposive sampling technique, 112 people were selected as research respondents by using an online questionnaire to collect the data which was then analyzed using multiple linear regression. The results of this study found that perceived usefulness, trust, and perceived enjoyment havea positive and significant effect on repurchase intention. This study provides insights that perceived usefulness, trust,and perceived enjoyment can increase the repurchase intention of fashion products offered through Instagram

KEYWORDS : perceived usefulness, trust, perceived enjoyment, repurchase intention.