The role UI/UX on repurchase intention of fashion products of zalora e-commerce users; brand trust as a mediation variable

Abstract

This research aims to analyze the influence of user interface (UI) and user experience (UX) on repurchase intention and brand trust as mediating variables on fashion products for Zalora e-commerce users in Padang City. The research population is Zalora e-commerce consumers in Padang City who have shopped more than once for fashion products. The number of samples in this study was 120 respondents. Data collection was carried out by distributing questionnaires online via Google Form and data processing was carried out using SmartPLS software. The results of this research show that (1) User interface has no significant effect on repurchase intention, (2) User experience has a positive and significant effect on repurchase intention, (3) Brand trust has a positive and significant effect on repurchase intention, (4) User interface has a positive effect and significant on brand trust, (5) User experience has a positive and significant effect on brand trust, (6) User interface has a significant positive effect on repurchase intention which is mediated by brand trust, (7) User experience has a significant positive effect on repurchase intention which is mediated by brand trust.