The role of trust in mediating the relationship between digital marketing and product reviews on online repurchase intentions on e-commerce platforms

The rapidly evolving communication technology offers various forms of communication, breaking boundaries of distance, space, and time. This is largely due to the continuous growth of internet usage, which has become a lifestyle for people to fulfill their needs. One of the massive needs addressed through the internet is online shopping, also known as e-commerce. E-commerce involves using communication networks and computers for business processes. The online business world is intertwined with issues like fraud, dissatisfaction, and various forms of dishonesty by marketers. Building trust is essential for maintaining credibility and reputation, which can increase product purchasing behavior.
This research aims to determine whether trust can mediate the relationship between Digital Marketing and Review Product on the intention to repurchase. The study's population consists of residents in Denpasar, with sample selection using purposive sampling. The data analysis technique employs Structural Equation Modeling (SEM) Partial Least Squares (PLS).