ANALYSIS OF CUSTOMER TRUST ON REPURCHASE INTENTION IN AN ONLINE SHOP ON INSTAGRAM (STUDY CASE: MINISHOPPAHOLICS.ID)

Abstract

The aim of this study is to analyze the relationship between customer trust and repurchase intentions to find the relationship between these two variables on product marketing on Instagram with study case Minishopaholics. This research is using qualitative method and the type of research approach is descriptive. The data that will use in this study is primary data and secondary data, primary data is using interviews and secondary data is using the data that have been already collected by and readily available from other sources. The informants in this research were all customer of Minishoppaholics with research characteristics of age gap between 15 – 25 years old and minimal 2 products purchased at Minishoppaholics, and the total informants is 15. The result of this analyze is that customer have trust because they trust the online shop, so they have an intention for doing the repurchase again since the average answer for the performance is agreed.

 

Keyword: Customer trust, repurchase intention