Islamic Transaction Ethics, E-Service Quality, and Repurchase Intention: The Mediating Role of Consumer Trust in Digital MSME Commerce in Medan, Indonesia

This study examines the relationships between Islamic Transaction Ethics, Electronic Service Quality, Consumer Trust, and Repurchase Intention in the context of digital commerce among micro, small, and medium enterprises (MSMEs) in Medan, Indonesia, with particular attention to the mediating role of consumer trust. A quantitative explanatory approach was employed using a cross-sectional survey of 102 respondents selected through purposive sampling. The respondents were individuals aged at least 17 years who had prior experience purchasing MSME products through digital commerce platforms. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Islamic Transaction Ethics and Electronic Service Quality positively influence Consumer Trust, while Consumer Trust positively contributes to Repurchase Intention. Islamic Transaction Ethics also has a positive direct relationship with Repurchase Intention, whereas the direct relationship between Electronic Service Quality and Repurchase Intention is not statistically significant at the conventional 5% level. Furthermore, Consumer Trust mediates the relationships of both Islamic Transaction Ethics and Electronic Service Quality with Repurchase Intention. These findings highlight the importance of integrating ethical transaction practices and reliable digital services to build consumer trust and encourage repeat purchasing. This study contributes to the understanding of consumer behavior in digital MSME commerce by integrating Islamic transaction principles with the relationship marketing perspective.