EURASIA: Economics & Business, April 2025
by Sari Intan Pramitha, Giantari I Gusti Ayu Ketut, Aksari Ni Made Asti, Suparna Gede (Faculty of Economics and Business, University of Udayana, Bali, Indonesia)
Repurchase intention is the desire to make a purchase again in the future. This research phenomenon examines the influence of social media marketing and customer experience on repurchase intention on the Tiktokshop application with trust as a mediating variable. The purpose of this study is to explain the role of trust in mediating the influence of social media marketing and customer experience on repurchase intention. The grand Theory used in this study is the Theory of planned behavior (TPB). The study was conducted on Tiktokshop application users in Denpasar and analyzed using multivariate with a sample size of 170 respondents. The data collection method uses a questionnaire that is distributed offline and online via Google Form. The data collection technique was carried out using a survey method using a questionnaire distributed online via Google Forms. The analysis technique in this study used the Structural Equation Model (SEM) with the Partial Least Square (PLS) approach. Based on the results of the analysis, it was found that social media marketing had a positive and significant effect on trust and repurchase intention. Customer experience had a positive and significant effect on trust and repurchase intention. The trust had a positive and significant effect on repurchase intention. Trust mediates the influence of social media marketing relationships and customer experience on repurchase intention. Based on the results of the study, it is expected to enrich the development of the marketing Theory of Planned Behavior, especially related to repurchase intentions, and be able to be a reference for companies in implementing a policy to improve marketing performance. Companies can create more effective marketing strategies that drive loyalty and repeat purchasing behavior by emphasizing social media marketing, customer experience, and trust in influencing consumer behavior.
This technology has changed world civilization rapidly (APJII, 2020). The rapid development of information technology has changed people's lifestyle patterns to become increasingly dependent on the presence of information technology that makes everything easier, more effective, efficient, and considered more economical than the lifestyle before information technology (Suwandi & Elvira, 2018). The internet has started to develop in Indonesia since 1990, one of which is in Bali. The people in Bali certainly experience development every year, as does the technology that continues to develop until now. According to a survey conducted by the Central Statistics Agency of Bali Province, it shows that in 2019 - 2022, the percentage of internet use in Bali increased from 54.08 percent in 2019 to 70.59 percent in 2022. Data on the number of internet users from 2019 to 2022 in Bali with 9 regencies or cities. The increase in internet users has been able to change people's mindsets in using the trade industry through electronics or e-commerce (Rehatalanit, 2016). Bali Central Statistics Agency in 2023, as many as 73.34 percent of Bali's population had accessed the internet in the last three months, with an estimated number of users of around 3.15 million people out of a total population of Bali of 4.3 million people. Denpasar City recorded the highest percentage of internet users at 87.54 percent, followed by Badung Regency with 83.18, while Karangasem Regency had the lowest percentage at 57.09 percent.
Based on Figure 1, it can be seen that in 2024, TikTok Shop has shown significant growth in the Indonesian e-commerce market, with the number of monthly active users reaching 125 million. This makes TikTok Shop one of the e-commerce platforms with the largest user base in Indonesia, approaching TikTok which has around 18 million monthly active users. The strategic partnership between TikTok Shop and TikTok Shop further expands their reach, with the potential to reach up to 143 million monthly active users domestically. In terms of market share, TikTok Shop is now approaching TikTok Shop, which previously dominated the market. In 2023, TikTok Shop has a market share of around 13.9 percent, while TikTok Shop is around 14.2 percent. This shows that TikTok Shop has succeeded in catching up and becoming a major player in the Indonesian e-commerce market, competing closely with Shopee and Lazada.
Based on the We Are Social & Meltwater (2024) report, the number of TikTok users in the world is estimated to reach 1.58 billion users in April 2024. The majority of users are people aged 18-34 years. Most TikTok users come from Indonesia. It was recorded that there were 127.5 million TikTok users from Indonesia in April 2024. The United States followed in second place with 121.52 million TikTok users. Then, the number of TikTok users in Brazil and Mexico was 101.8 million users and 77.93 million users respectively. Then, the number of TikTok users in Vietnam was 69.68 million users. There are also 59.64 million users of the social media platform from Pakistan. As many as 58.22 million TikTok users came from Russia.
Meanwhile, Thailand is in eighth place with 53.42 million TikTok users in its country in April 2024. This shows a difference. The difference in the results of the survey data provides information on the phenomenon of a decrease in the number of visitors to TikTok Shop, making it interesting to study further. TikTok Shop is one of the e-commerce that has become a business choice in the modern era that is in accordance with market conditions and leads to increasingly competitive competition, resulting in changes in consumer behavior. Live streaming features and interactive content are the main drivers of transactions, contributing up to 54 percent of the platform's total revenue (Kalodata, 2024). Bali, including Denpasar City, is one of the areas with high e-commerce potential due to its high internet penetration and active digital community (Hybrid, 2024). By focusing on creative content and product promotion through short videos and live shopping, TikTok Shop has succeeded in expanding its market share, including in Denpasar City.
Repurchase intention can be influenced by various factors, including the effective use of social media as a marketing tool plays an important role in encouraging repurchase intention behavior. In the research of Aksari et al. (2023), social media in this digital era can help improve purchasing decisions, influence consumer behavior, and encourage consumers to buy products. The success of social media marketing is a reflection of social media as a platform for influencing customers to choose to repurchase a product because social media marketing creates opportunities to actively interact with customers (Butarbutar & Rimiyati, 2024).
Lubis's research (2024) states that consumer involvement through social media marketing directly influences the repurchase of Eleskin products. However, there is a reach gap which shows that social media marketing does not always have a significant influence on repurchase intention. In a study published by Zhou (2023), it was found that although social media marketing can increase customer engagement, this does not always lead to increased repurchase intention. This is in line with the research of Fajar & Wardi (2022), which states that social media marketing has a positive but insignificant effect on repurchase intentions,
Shopping experience can influence consumer behavior, especially in forming repurchase intentions, and can build trust in consumers because they have had a good shopping experience. Conversely, if the consumer experience obtained does not match their expectations, consumers will think twice about buying it or even cancel it (Fitrothul, 2023). However, research on the influence of customer experience on repurchase intentions in Arinza's research (2021) shows that customer experience does not have a significant effect on repurchase intentions. These results indicate that customer experience does not always encourage them to have repurchase intentions. This is in line with Asfinaa & Jadmikob (2023) that Customer Experience does not affect repurchase intentions. Based on the results of the reach gap, several variables can help significantly strengthen the relationship between social media marketing and customer experience on repurchase intentions, such as trust, customer satisfaction, and brand equity. Customer experience is one of the explanation of customer repurchase intention. This is revealed in the results of research by Monsuwe et.al (2004) which reveals that customer experience in previous consumption has a positive and significant influence on repurchase intention. In contrast to this study, there is research from Giantari et.al. (2013) which indicates that the impact of consumer experience on repurchase intentions does not have a significant effect. Trust variables are also adequate to influence repurchase intention (Astarina et al., 2017).
Trust is the belief in a product that has beneficial attributes from its attributes and exchange relationships that will provide what is desired and can be relied on (Ilmiyah & Krishernawan, 2020). Research from Lăzăroiu et al. (2020) emphasizes the importance of trust-based mechanisms in e-commerce. Customer feedback, product ratings, and payment guarantees through third parties are elements that increase consumer trust. In the study of Silvi & Prabandari (2024) that social media marketing has a significant positive effect on consumer trust, meaning that the better the social media marketing used and implemented, the more it will increase consumer trust that can be created by providing or delivering the product according to the specifications advertised through social media marketing.
The black box theory of consumer behavior conceptualizes the decision-making process as an opaque system in which external stimuli—such as marketing efforts, pricing strategies, social influences, and environmental cues—enter the consumer's psychological framework, producing observable behavioral responses like brand selection, purchase frequency, or product loyalty, without directly revealing the intricate cognitive and emotional mechanisms occurring within. Rooted in behavioral psychology and systems theory, this model emphasizes that while internal factors such as perception, motivation, attitudes, and prior experience remain hidden or difficult to measure precisely, they nonetheless mediate the relationship between external stimuli and consumer actions. By treating the consumer's mind as a "black box," marketers and researchers are encouraged to focus on identifying patterns and outcomes of behavior, enabling the development of strategic interventions that shape consumer responses even in the absence of full access to the underlying mental processes.
Skintific, a Canadian skincare brand, has succeeded in increasing its sales on TikTok Shop through various effective digital marketing strategies. One of the main factors in its success is the use of social media marketing features with the live streaming method, which allows real-time interaction between brands and consumers to build trust and encourage purchases and repurchases (Lembaga Kita, 2023).
TikTok Shop research in Denpasar City shows that all respondents 100 percent have used TikTok Shop to buy Skintific products, with the majority of respondents 80 percent feeling that this platform provides good content relevant to Skintific products on social media and shows trust in TikTok Shop as an e-commerce to buy Skintific products. As many as 73.3 percent of respondents felt that they had an impressive online shopping experience for Skintific products. In addition, as many as 80 percent of respondents stated that they felt confident in the Tiktokshop e-commerce to buy Skintific products using it. As many as 76.6 percent expressed a desire to shop again at TikTok Shop because they felt confident in this platform. Although the majority of respondents had a positive experience, there was still a small number of respondents (around 20–26.7 percent) who felt dissatisfied, indicating an opportunity to improve user experience and build further trust. Referring to the results of the Pre-Survey of research on Skintific products at Tiktokshop in Denpasar City against 30 respondents, it can be seen that the majority stated that social media marketing and customer experience were considerations for consumers to feel confident using Tiktokshop to buy Skintific products which resulted in consumers trusting so that they wanted to use them again. This is a consideration for researchers to continue this research. Based on the phenomena and research gaps described, research on repurchase intentions is associated with social media marketing and customer experience. The variable of trust in Skintific products at Tiktokshop in Denpasar City mediates it. It is important to do this to obtain empirical implications in marketing management science.
This research used an associative causal research method (cause and effect). It was conducted in Denpasar City because of its dense and heterogeneous population.
The population in this study were all Tiktokshop users in Denpasar City because the percentage of internet users was 86.73 percent, making it the largest percentage compared to other districts in Bali province and being the center of the capital city of Bali province (Bali Province Central Statistics Agency, 2023) whose exact number is unknown (Infinite). This study was analyzed using multivariate, so the number of sample members is recommended to range from 5-10 times the number of indicators studied because the number of indicators used is 17, so the number of samples that can be used in this study ranges from 85 to 170 respondents. The data collection method in this study used a survey method using questionnaires distributed online and offline using a digital platform such as Google Forms with 100 online respondents. In contrast, offline data collection of 70 people was carried out directly. Respondents filled out the questionnaire directly with a total of all questionnaires distributed to 170 respondents. In this study, the inferential statistics used were Partial Least Square (PLS) analysis.
Convergent validity with reflective indicators can be seen from the correlation between the indicator score and the variable score. Individual indicators are considered reliable if they have a correlation value above 0.50. The results of the correlation between the indicator and its variables.
The results of the convergent validity test in Table 3 show that all outer loading values of the variable indicators have values greater than 0.50. Thus, it can be concluded that all indicators have met the requirements of convergent validity.
Table 4 shows that all discriminant validity values of the correlation of latent variables in each variable are greater than 0.7. Thus, the study's data are valid.
Table 5 shows that the Average Variance Extracted (AVE) value for all variables is greater than 0.50, so the model in this study is valid.
The output results of composite reliability and Cronbach's alpha for the variables Social media marketing, Customer experience, trust, and repurchase intention are all above 0.70. Thus, it can be explained that all variables have good reliability.
Based on Table 7, the influence model of Social media marketing and Customer experience on trust provides an R-square value of 0.452, which can be interpreted as the variability of the trust variable can be explained by the variability of the social media marketing and Customer experience variables 45.2 percent. In comparison, other variables outside those studied explain 54.8 percent. Furthermore, the influence model of social media marketing, Customer experience, and trust on repurchase intention provides an R-square value of 0.643, which can be interpreted that the variability of the repurchase intention variable can be explained by the variability of the social media marketing and Customer experience variables 64.3 percent. In comparison, other variables outside those studied explain 35.7 percent. The Q2 value has a value with a range of 0 <Q2 <1, where the closer to 1 means the better the model. The results of the calculation obtained a Q2 value of 0.80, so the model has very good predictive relevance. Thus, 80 percent of the variation in repurchase intention is influenced by social media marketing, customer experience, and trust. In comparison, the remaining 20 percent is influenced by other variables not examined in this study.
From the results of the Inner Model analysis, it can be concluded that trust plays an important role as a mediator between social media marketing (X1) and customer experience (X2) on Repurchase Intention (Y2). The results of the study show that customer experience has a greater influence than social media marketing in building trust, with a path coefficient of 0.473 (p = 0.000). This means that factors such as service, transaction security, and ease of product search on TikTok Shop play a major role in building customer trust, which ultimately increases repurchase intention. Meanwhile, social media marketing also has a positive influence on trust 0.331 (p = 0.000), but its impact on repurchase intention is smaller than customer experience. Thus, marketing through social media can help increase brand awareness and interest, but trust and shopping experience remain the main factors in creating customer repurchase intention.
Furthermore, trust has a significant influence on repurchase intention with a path coefficient of 0.454 (p = 0.001), indicating that the higher the customer's trust in Skintific products, the more likely they are to make repeat purchases. In addition, the direct influence of customer experience on repurchase intention of 0.348 (p = 0.013) is greater than the direct influence of social media marketing of 0.146 (p = 0.044), indicating that the shopping experience has a greater impact on forming customer repurchase intention than just marketing strategies on social media. Therefore, to increase repurchase intention, Skintific on TikTok Shop.
Based on the hypothesis test shows that social media marketing has a positive and significant effect on repurchase intention. The correlation coefficient value is 0.146, so social media marketing has a positive and significant effect on repurchase intention. Thus (H1), which states that social media marketing has a positive and significant effect on repurchase intention, is accepted. Based on these data, the better the social media marketing carried out by the Skintific company on the Tiktokshop application, the greater the intention created by customers to repurchase Skintific products through the Tiktokshop application. The results of the discussion of social media marketing and repurchase intention on Skintific products through Tiktokshop support the Planned Behavior theory. The results of this study are supported by previous studies by Rimiyati & Safitri (2024), Wang & Lee (2024), and Tarabieh et al. (2024); based on the hypothesis test, it shows that customer experience has a positive and significant effect on repurchase intention. The results of the analysis show a correlation coefficient value of 0.348, which indicates a positive relationship between customer experience and repurchase intention. The use of social media has been proven to influence marketing and be a determining factor in repurchase interest (Khoirunnisa & Astini, 2021). Research shows social media marketing influences repurchase intentions (Jalil et al., 2021; Tong & Subagio, 2020). However, other research by Leksono and Prasetyaningtyas (2021) stated that social media marketing did not affect repurchase intentions.
Thus, hypothesis (H2) is accepted, which means that the better the customer experience created by the Skintific company in shopping at TikTok Shop, the more likely they are to repurchase Skintific products. Based on these data, it can be interpreted that they are accustomed to having a good experience in using the Tiktokshop application to shop for Skintific products online, so customers always choose it when buying Skintific products online so that they intend to buy again on the Tiktokshop application. The results of this study are in line with the principles of the Theory of Planned Behavior (TPB) discovered by Ajzen (1991), emphasizing that behavioral intention is formed by three main factors: attitude toward the behavior, subjective norms, and perceived behavioral control. The results of this study are supported by research by Meric & Yildirim (2020), Abrian & Adrian (2021), Ellitan & Richard (2022). Repurchase intention is influenced by the level of customer experience. The more positive the experience perceived by customers, the more likely they are to have an interest in making repeat purchases. A positive customer experience felt by customers is a multisensory stimulated result. In research conducted by (Annisa, Suwandari, & Adi, 2019) said that customer experience has a significant influence on repurchase interest. These results are also supported by research from Shantika & Setiawan (2019) and Diyanti et al. (2021) which states that a good customer experience will be followed by a desire to repurchase. A better customer experience has a positive impact on repurchase intention. As a result, customers tend to make repeat purchases of a product (Foster, 2017).
Based on the hypothesis test shows that social media marketing has a positive and significant effect on trust. The results of the analysis show a correlation coefficient value of 0.331, which means that there is a positive relationship between social media marketing and trust. Thus, hypothesis (H3) is accepted, which means that the better the marketing strategy through social media, the higher the level of customer trust in Skintific products on TikTok Shop. The relationship between the Theory of Planned Behavior (TPB) in social media marketing and positive consumer behavior attitudes is influenced by informative and interactive content, thereby increasing trust in the brand. The results of this study are supported by research by Gupta et al. (2022), Al-Sous et al. (2023), and Febrianto & Kusmayadi (2024). Previous research conducted by Prayitno et al. (2021) and Admi & Susanto (2023) found a positive and significant influence of social media marketing on brand trust. Hafez (2021) states the opposite, where brand trust does not affect repurchase intention.
Based on the hypothesis test shows that customer experience has a positive and significant effect on trust. The results of the analysis show a correlation coefficient value of 0.473, which indicates a strong positive relationship between customer experience and trust. Research by Liu et al. (2020) states that customer experience has a positive and significant impact on customer trust. According to a literature study conducted by Nasution et al. (2014) regarding customer experience, it was found that every experience experienced by customers (customer experience) gradually accumulates and forms a variety of experiences in consuming products or services. The impact directly affects changes in customer attitudes, especially in terms of customer trust in certain products or services. According to Rahmanda & Farida (2020) also declared that customer experience has a positive and significant effect on trust because good customer experience has a close relationship with the level of customer trust in the brand or company. Thus, hypothesis (H4) is accepted, which means that good customer experience, such as responsive service, transaction security, and ease of finding product information, can increase customer trust in Skintific products on TikTok Shop. Similar results were also found in the study by Hapsari & Warmika (2021) stating that experiences that meet consumer expectations will increase consumer trust. This is also supported by research by Febrianto & Kusmayadi (2024) and Bhattacharya et al. (2023). Based on the hypothesis test shows that trust has a positive and significant effect on repurchase intention. The results of the analysis show a correlation coefficient value of 0.454, which means that there is a positive relationship between trust and repurchase intention. Thus, the hypothesis (H5) is accepted, which means that the higher the customer's trust in Skintific products on TikTok Shop, the more likely they are to make repeat purchases. The Planned Behavior Theory (TPB) explains that a person's intention to carry out a behavior is influenced by three main factors, namely attitude, subjective norm, and perceived behavioral control. Similar results were also found in the studies of Aprilia and Andarini (2023), Surawilaga (2024), Bernardo et al. (2024), and Gupta et al. (2022). According to previous research from azhari (2022), trust has a significant positive effect on repurchase intention because the higher the trust that exists in each individual, the higher the intention that individuals will make to shop again. Supported by other research from Tirtana and Sari (2014) states that from customer trust in a brand, it will generate buying interest in the future. In addition, other research from Christoper, et al, (2015) also states that trust has a positive and significant effect on repurchase interest.
Based on the hypothesis test, it shows that trust is able to mediate positively and significantly on the indirect influence of social media marketing on repurchase intention. This result is shown from the mediation test carried out, namely 0.150, which shows that the partial mediation nature (H6) is accepted, so trust is able to mediate partially (partially mediated). Based on these results, repurchase intention can increase if social media marketing is getting better and customers have a high sense of trust, so in the end, repurchase intention will increase on Skintific products at Tiktokshop. The results of this study are supported by research by Nellvian (2022) and Kusumo and Vidyanata (2022). Other studies that also support this are researched by (Rohma and Suyono, 2024), Al-Sous et al. (2023, Anggrenita and Sander (2022), and Dwivedi et al. (2021).
Based on the hypothesis test, it shows that trust is able to mediate positively and significantly on the indirect influence of customer experience on repurchase intention. This result is shown from the mediation test conducted, namely 0.214, which shows the partial mediation nature (H7) is accepted, so trust is able to mediate partially (partially mediated) on the influence of Customer Experience on repurchase intention. Based on these results, repurchase intention can increase if the customer experience conditions are getting better and customers have a high sense of trust so in the end, the repurchase intention will increase. Thus, trust is able to mediate partially (partially mediated) the influence of Customer Experience on repurchase intention on Skintific products through the Tiktokshop application. Based on the Theory of Planned Behavior (TPB), a positive customer experience can form a favorable attitude toward a brand or platform, thereby increasing repurchase intention. This is in line with TPB, where trust can be considered as part of the perception of behavioral control because customers feel more confident and safer in making repeat transactions. Thus, trust not only mediates the influence of customer experience on repurchase intention but also strengthens customers' belief that they have control over their purchase decisions. TPB can increase consumer repurchase intention based on previous experience because it is supported by the idea that trust increases customer loyalty for repeat purchases (Karki & Kathmandu 2025). This result is supported by research by Shidqi (2022) and Erik (2022), which shows that customer trust is a key factor in increasing repurchase intention. Research conducted by Giantari et al. (2013) and Suandana (2016) show such trust has a role as a significant mediating variable between experience and purchase intention. This shows that a positive experience has a positive relationship with a higher level of trust, which in turn increases repurchase intention. Satisfied customers tend to be more loyal and loyal than dissatisfied customers, and one way to show that loyalty is through the intention to repurchase the product or service. In line with research conducted by Astarina et al. (2017); Putra and Pramudana (2021), stated that trust as an excelling mediation in customer experience and repurchase intention. This means that the better the customer experience, the bigger the level of trust, which can boost repurchase intention. The results of this study are also supported by several previous studies from Astarina et al. (2017), Putra and Pramudana (2021) which state that trust is capable to positively and significantly mediate the effect of customer experience on repurchase intention.
Based on the excellent experience that customers have because they have an attractive page design, the Tiktokshop application has been able to provide a sense of security in transactions and good service to customers so that customers are accustomed to using the Tiktokshop application for online shopping. Other experiences, such as helping to find product references when shopping online, create a high sense of satisfaction, and ultimately, the intention to repurchase will be even higher. Similar results were also found in the research of Gupta et al. (2022), Zarei et al. (2022), Rohma & Suyono (2024), and Kirana & Basiya (2024) that the higher the trust felt by customers, the higher the intention to repurchase. Previous research conducted by Khoirunnisa and Astini (2021) found the influence of social media marketing on repurchase intention through brand trust. However, research conducted by Rizky et al. (2023) found different results where brand trust could not mediate the influence of social media marketing on repurchase intention.
Based on the discussion above, several conclusions are obtained as follows: Social media marketing has a positive and significant effect on repurchase intention. Customer experience has a positive and significant effect on repurchase intention. Social media marketing has a positive and significant effect on trust. Customer experience has a positive and significant effect on trust. Trust has a positive and significant effect on repurchase intention. Trust can partially mediate the influence of social media marketing on repurchase intention. Trust can partially mediate the influence of customer experience on repurchase intention. Suggestions that can be given based on the conclusions presented to the Tiktokshop application and further research as follows: The Skintific company needs to research or conduct a survey whether customers feel less confident or less satisfied with Skintific products so that they are reluctant to recommend them and can focus on aspects of customer experience at Tiktokshop, the Skintific company on the Tiktokshop application needs to be improved such as more emotional or relatable narratives, and exploring variations in content formats to attract more audience attention, it is advisable to make improvements in content strategy and marketing communications. Skintific company needs to improve in terms of product display design on TikTokshop to explore further design elements. For further researchers, it is hoped that they can further expand the scope of research on the role of trust in mediating the influence of social media marketing and customer experience on repurchase intentions and increase the research location to get more relevant results. In addition, it can add a research period to get updated information considering the changing times.
Original paper, i.e. Figures, Tables, References, and Authors' Contacts available at http://econeurasia.com/issue-2025-04/article_01.pdf