THE ANALYSIS OF TRUST AND CUSTOMER EXPERIENCE ON REPURCHASE INTENTION THROUGH WORD OF MOUTH AS AN INTERVENING VARIABLE CASE STUDY: KIMIA FARMA BENGKONG KOLAM

Abstract

This research aims to analyze the influence of trust and customer experience on repurchase intention, with word of mouth (WOM) as the intervening variable, among customers of Kimia Farma Bengkong Kolam Pharmacy. The research method uses a quantitative approach with a Likert-scale questionnaire distributed to 180 respondents. Data analysis was conducted using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The results show that trust has a significant positive effect on WOM, but it does not have a direct effect on repurchase intention. In contrast, customer experience is proven to have a significant effect on both WOM and repurchase intention. WOM also plays a significant role in mediating the relationship between trust and customer experience on repurchase intention. These findings affirm that a positive customer experience and strong WOM are crucial factors in encouraging repurchase intention for pharmacy services.