Seller Reputation, Sales Promotion, Trust, and Repurchase Intentions among E-Marketplace users in Denpasar City, Indonesia
I Gst. Ngr. Jaya Agung Widagda K.
Faculty of Economic and Business, Udayana University, Bali, Indonesia.
I Putu Gde Sukaatmadja
Faculty of Economic and Business, Udayana University, Bali, Indonesia.
Putu Laksmita Dewi Rahmayanti *
Faculty of Economic and Business, Udayana University, Bali, Indonesia.
I Gusti Ayu Tirtayani
Faculty of Economic and Business, Udayana University, Bali, Indonesia.
Emilia Septiani
Faculty of Economic and Business, Udayana University, Bali, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
This study aims to analyze the roles of seller reputation, sales promotion, trust, and repurchase intention within the context of e-marketplaces. The research population includes customers in Denpasar City who have previously made purchases on e-marketplaces. A total of 130 respondents were selected using a purposive sampling technique. The data were analyzed using descriptive analysis. The findings reveal that seller reputation on e-marketplaces is generally perceived positively by customers. Additionally, sales promotions implemented by MSMEs operating on e-marketplaces are considered highly effective. Customer trust in products sold through e-marketplaces in Denpasar City is categorized as high, while repurchase intention is classified as very high. These findings highlight the importance for MSME business managers to enhance seller reputation and sustain effective sales promotions to build customer trust and foster repurchase intentions in e-marketplaces.
Keywords: Seller reputation, sales promotion, trust, repurchase intention, e-marketplace