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The Impact of Customer Satisfaction and Customer Trust to Repurchase Intention in Purchasing Digital Product at the Marketplace

Internet technology in Indonesia is increasing nowadays, especially in e-commerce. With internet users in the third rank in Asia (212.35 million) [1] and the highest e-commerce usage (88.1%) percentage in the world [2]. E-marketplace, as one of the e-commerce types, is a platform that acts as a mediator or creates a bridge between sellers and buyers while doing an online transaction. Not only are physical products sold in the marketplace, but there are also digital products. Digital products are not physical but in the form of electronic. There have been many transactions on purchasing digital products in the marketplace because the price is affordable compared to other platforms. Therefore, this study will analyze the impact of customer satisfaction and customer trust on repurchase intention in purchasing digital products in the marketplace. This study used 246 respondents who have purchased a digital product through a marketplace and live around the Jabodetabek area (Jakarta, Bogor, Depok, Tangerang, Bekasi) in Indonesia in November 2021 with a purposive sampling method. Structural Equation Modelling (SEM) PLS is the statistical method to check three hypotheses with Smart PLS as a tool. This study shows that Customer Satisfaction and Customer Trust variables significantly impact Customer Loyalty, and Customer Loyalty substantially affects Repurchase Intention. Intention.