Revisiting repurchase intention in heritage foods Indonesia: A new measurement model grounded in trust and commitment theory

This study revisits the concept of repurchase intention by examining how affective, normative, and cognitive aspects influence repurchase intentions through the dimensions of commitment. The research aims to extend Trust and Commitment Theory by exploring these relationships within a culturally rich market, specifically Indonesia. Using a sample of 600 participants from various regions across Indonesia, data were collected through structured online surveys and analyzed using SmartPLS software. The results indicate that affective and cognitive aspects significantly influence repurchase intentions, whereas the normative aspect does not have a significant effect. These findings highlight the interplay between emotional bonds and rational evaluations in fostering consumer loyalty. However, this study has certain limitations, including its exclusive focus on the Indonesian market, which may limit the generalizability of the findings to other contexts. Future research could explore cross-cultural comparisons and refine constructs such as religiosity to better capture nuances specific to heritage food consumption.