The Role of Trust Mediates Effect of Customer Experience on Repurchase Intention

ABSTRACT : This study aims to explain the role of trust in mediating customer experience on repurchaseintention. This research was conducted in Denpasar with a total sample of 90 respondents using purposivesampling technique. Data was collected by distributing questionnaire and analyzed using path analysis and sobeltest. The research result show that all hypotheses are accepted. Customer experience has a positive andsignificant effect on trust, customer experience has a positive and significant effect on repurchase intention, trusthas a positive and significant effect on repurchase intention, and trust is able to mediate the effect of customerexperience on repurchase intention.

Keywords: Customer experience, Trust, Repurchase intention.