The Role of Digital Promotion, E-Service Quality, and Brand Ambassadors in Creating Brand Trust and Its Impact on Repurchase Intention : Case Study on International E-Commerce in Indonesia

Mayang Fauny Naily; Mohamad Rizan; Setyo Ferry Wibowo

doi:10.59890/ijfbm.v3i6.111

Authors

Mayang Fauny Naily Universitas Negeri Jakarta
Mohamad Rizan Universitas Negeri Jakarta
Setyo Ferry Wibowo Universitas Negeri Jakarta

DOI:

https://doi.org/10.59890/ijfbm.v3i6.111

Keywords:

Repurchase Intention, Digital Promotion, E-Service Quality, Brand Ambassador, Brand Trust, E-Commerce

Abstract

This study investigates the effects of digital promotion, e-service quality, and brand ambassadors on brand trust and repurchase intention among Millennials and Generation Z users of international online marketplaces in Jabodetabek. Integrating consumer engagement theory, the research offers a novel framework combining these variables within a single model. Using a quantitative approach, primary data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM-LISREL) based on indicators tested from 2024 to early 2025. Results show that all variables significantly influence brand trust and repurchase intention, with strong validity, reliability, and model fit. The findings highlight the importance of enhancing digital promotion and service quality to strengthen consumer trust and encourage repeated purchases.

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