The Influence of E-Satisfaction, E-Trust, Perceived Value, and Digital Influencers on Repurchase Intention with Prior Online Experience as a Moderator Variable

This study aims to explore the influence of e-satisfaction, and digital influencers on the intention to repurchase online fashion products. The research approach used is quantitative research, with primary data sources, and using the data collection method is a questionnaire. The sample of this study amounted to 210 customers who had purchased fashion products online and used purposive sampling techniques for sample selection. Data analysis was carried out using Structural Equation Modeling (SEM-PLS). The results of the study show that e-satisfaction and the influence of digital influencers have a significant influence on repurchase intentions. However, factors such as e-trust, perceived value, and previous online experience did not show significant influence. These findings imply that to increase repurchase intent, online fashion product sellers need to increase customer satisfaction levels and leverage digital influencers effectively in their marketing strategies. This research provides new insights into the factors that affect customer loyalty in the context of fashion e-commerce.