THE ROLE OF TRUST MEDIATING THE INFLUENCE OF CUSTOMER EXPERIENCE ON REPURCHASE INTENTION (STUDY ON SOCIOLLA CUSTOMERS IN DENPASAR CITY)

ABSTRACT: The objectives of this study is to understand customer behaviour based on customer trust andexperience, toward repurchase intention. This study was conducted in Denpasar City with a sample size of 120customers. The sampling technique used in this study was purposive sampling technique, collected data usingquestionnaire. The data analysis technique used to answer the hypothesis proposed is the classical assumptiontest, path analysis, sobel test and VAF test. The study reveals that customer experience has a positive andsignificant effect on repurchase intention and trust, trust has a positive and significant effect on repurchaseintention, trust plays a positive and significant role in mediating customer experience on repurchase intention.

Keywords -Customer Experience, Repurchase Intention, Trust