THE EFFECT OF PRODUCT INNOVATION AND CUSTOMER ENGAGEMENT ON REPURCHASE INTENTION THROUGH BRAND TRUST MEDIATION OF HIJAB PRODUCTS IN THE TIKTOKSHOP
DOI:
10.54443/morfai.v5i3.4205Published:
2025-10-03Downloads
Abstract
This study aims to examine the influence of product innovation and customer engagement on repurchase intention of hijab products in TikTok Shop with brand trust as a mediating variable. The research method uses a quantitative approach with causal research design. The research sample consisted of 228 female employees of PT Pabrik Kertas Tjiwi Kimia who actively shop at TikTok Shop. Data were collected through a Likert-based questionnaire, then analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results showed that product innovation (β = 0.366; p < 0.001) and customer engagement (β = 0.385; p < 0.001) had a significant positive effect on repurchase intention. Both also had a significant effect on brand trust, which in turn had a strong influence on repurchase intention (β = 0.421; p < 0.001). A mediation test demonstrated that brand trust mediated the relationship between product innovation (β = 0.091; p = 0.013) and customer engagement (β = 0.162; p = 0.007) and repurchase intention. This finding indicates that product innovation and consumer engagement need to be integrated with a brand trust-building strategy to increase loyalty and repurchase intention among hijab consumers on the TikTok Shop platform.
Keywords:
Product Innovation Customer Engagement Brand Trust Repurchase Intention TikTok ShopReferences
Abdillah, Raza, S., Ahsan, T., Farooq, M., Tayyab, M., & Basit, M. (2025). Influence of brand satisfaction and brand trust on repurchase intention in e-commerce. Asian Social Science and Accounting Journal, 11(1). https://www.assajournal.com/index.php/36/article/download/389/562
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Digital marketing adoption: A review and research agenda. International Journal of Information Management, 37(3), 199–216.
Ambarwati, D., Sudarmiatin, & Astuti, I. Y. (2024). Brand satisfaction, brand trust and brand loyalty: The mediating role of brand performance and the moderating role of market rationality in culinary industry. Formosa Journal of Applied Sciences, 3(4), 2217–2240. https://doi.org/10.55927/fjas.v3i4.1247
Az-zahra, F. F., Kurniawan, D. T., & Prameka, A. S. (2024). The effect of perceived ease of use, perceived usefulness, and social media marketing toward repurchase intention Tokopedia Indonesia customer through customer satisfaction. KnE Social Sciences, 9(4), 113–129. https://doi.org/10.18502/kss.v9i4.15079
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.
Chen, Y., Fay, S., & Wang, Q. (2022). The role of online engagement in building brand trust: Evidence from social commerce. Journal of Interactive Marketing, 57, 47–63.
Daffah, S. (2024). Social commerce and consumer decision-making in Indonesia: The case of TikTok Shop. Journal of Digital Marketing Research, 12(1), 88–102.
Faisol, A., & Azizah, N. (2024). Brand trust as a mediating factor in social commerce: Evidence from the hijab industry in Indonesia. Asian Journal of Business and Management, 13(2), 144–158.
Fikriah, N. (2024). Digital innovation and consumer repurchase behavior in social commerce. Journal of Contemporary Marketing Research, 9(2), 101–115.
Fitri, N. A., Rohmah, Y., & Sudarmiatin, S. (2025). Implementation of service quality to increase customer satisfaction at Arascarf in Malang City. Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis, 3(1), 1–14. https://doi.org/10.61195/dp.v3i1.987
Fitri, R., & Barusman, M. (2025). Consumer loyalty in hijab fashion e-commerce: The role of product innovation and engagement. International Journal of Business Studies, 18(1), 23–41.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2022). Multivariate data analysis (9th ed.). Pearson.
Hollebeek, L. D., & Macky, K. (2022). Digital content marketing’s role in fostering consumer engagement, trust, and loyalty. Journal of Interactive Marketing, 58, 19–30.
Hsu, C. L., Chuang, H. M., & Hsu, H. H. (2015). Understanding online repurchase intention: The roles of trust and perceived risk. Electronic Commerce Research and Applications, 14(2), 183–201. https://doi.org/10.1016/j.elerap.2014.12.005
Khoirunnisa, A., & Astini, R. (2021). The mediating role of trust in social commerce: A study on Indonesian consumers. Journal of Business and Retail Management Research, 15(4), 48–59.
Kurniawan, D., & Silitonga, M. (2024). Customer engagement and repurchase intention in social commerce: Evidence from fashion products. Jurnal Manajemen Indonesia, 24(1), 67–79.
Lestari, N. W., & Fitri, R. (2024). The effect of brand love and gamification on repurchase intention through customer engagement as an intervening variable in e-commerce companies in Indonesia. Ekonomi Bisnis, 29(1), 47–58. https://doi.org/10.17977/um042v29i1p56-67
Malhotra, N. K., Nunan, D., & Birks, D. F. (2020). Marketing research: An applied approach (6th ed.). Pearson.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224379405800302
Pradiptha, I., Putri, A., & Sari, D. (2024). Viral marketing and consumer loyalty in TikTok social commerce. Journal of Marketing Strategy, 11(2), 77–93.
Putri, N., & Aditama, Y. (2023). Social commerce transformation and consumer loyalty: A study on TikTok Shop. Jurnal Ekonomi dan Bisnis, 26(3), 201–218.
Rahmawati, D., & Hidayati, N. (2023). Indonesia hijab market outlook: Opportunities and challenges in the digital era. Jurnal Fashion dan Bisnis Islam, 5(1), 33–49.
Riki Wijayajaya, H., & Tri Astuti, S. R. (2018). The Effect of Trust and Brand Image to Repurchase intention in Online Shopping. KnE Social Sciences, 3(10), 915. https://doi.org/10.18502/kss.v3i10.3182
Rogers, E. M. (1962). Diffusion of Innovations. Free Press of Glencoe.
Rogers, E. M. (2003). Diffusion of Innovations, 5th Edition. Simon and Schuster.
Rosyihuddin, M., & Sudarmiatin, S. (2022). The influence of viral marketing, and product innovation on repurchase intentions through mediation of purchase decision. Almana: Jurnal Manajemen dan Bisnis, 6(3). http://journalfeb.unla.ac.id/index.php/almana/article/view/1962
Rui, L., Sriboonlue, U., & Onputtha, S. (2024). Customer engagement, Brand trust, and Behavioral Intention in E-Commerce: Evidence from China. Journal of Management and Human Sciences, 12(2). https://so04.tci-thaijo.org/index.php/jmhs1_s/article/download/270723/184272
Samarah, T., Bayram, P., & Aljuhmani, H. Y. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: The mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(3), 329–350. https://www.emerald.com/insight/content/doi/10.1108/JRIM-03-2021-0072/full/html
Saputra, M. H., Kristyassari, B., Farida, N., & Ardyan, E. (2020). An investigation of green product innovation on consumer repurchase intention: The mediating role of green customer value. UC Library Repository. https://dspace.uc.ac.id/handle/123456789/4956
Sari, V. I. P., & Putra, A. S. B. (2024). PERAN Brand Attachment Dalam Memediasi Pengaruh Social Media Marketing Terhadap Customer Bonding. Among Makarti, 17(2), 213–230.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In C. Homburg, M. Klarmann, & A. E. Vomberg (Eds.), Handbook of Market Research. https://doi.org/10.1007/978-3-319-05542-8_15-2
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (Seventh edition). John Wiley & Sons.
Septiana, A., Arifianto, A., & Santosa, A. (2025). Analysis of factors influencing Deutschlandticket repurchase intentions: A study using the theory of planned behavior in international students at Jade Hochschule Wilhelmshaven. Journal of Global Business and Management Review, 7(1), 14–27.
Setiyawami, N., Kusuma, H., & Hanika, R. (2024). Increasing repurchase intention of UMKM craft products: Revealing the impact of product innovation, brand trust and customer experience. Jurnal Maker, 4(1). https://www.maker.ac.id/index.php/maker/article/download/692/242
Silitonga, T., Kurnia, H., & Sembiring, R. (2024). Exploring digital engagement, brand trust, and repurchase behavior in Indonesian fashion e-commerce. Journal of Retail and Consumer Studies, 17(1), 112–129.
Statista. (2023). Topic: E-commerce in Indonesia. Statista. https://www.statista.com/topics/5742/e-commerce-in-indonesia/
Subawa, N. S., & Widhiasthini, N. W. (2020). The effect of experiential marketing, social media marketing, and brand trust on repurchase intention in OVO applications. European Journal of Business and Management Research, 5(6). https://www.academia.edu/download/101360897/322567949.pdf
Susilawati, R., Lestari, M., & Nugroho, B. (2021). Global dynamics of the Indonesian hijab industry: Opportunities and challenges. International Journal of Islamic Business and Economics, 5(2), 145–160.
Sutanto, W. D. R., & Kussudyarsana, K. (2024). The role of brand trust, brand image, brand equity on repurchase intention. Jurnal Ilmiah Manajemen Kesatuan, 12(1). https://jurnal.ibik.ac.id/index.php/jimkes/article/download/2395/1637
Sutikno, B., Mufidah, E., & Latifa, A. (2021). Kualitas pelayanan terhadap loyalitas pelanggan dan kepuasan pelanggan sebagai variabel mediasi pada SiCepat Ekspres Pasuruan. Prosiding Seminar Nasional & Call For Paper (SNPk) Universitas Sahid Jakarta. https://usahid.ac.id/conference/index.php/snpk/article/download/396/344/379
Tarabieh, S., Gil, I., & Galdón Salvador, J. L. (2024). The new game of online marketing: How social media influencers drive online repurchase intention through brand trust and customer brand engagement. Journal of Marketing Research. https://upcommons.upc.edu/bitstream/handle/2117/407766/2515-8521-1-PB.pdf
Tidd, J., & Bessant, J. R. (2021). Managing innovation: Integrating technological, market and organizational change (Seventh edition). Wiley.
Tornatzky, L. G., & Klein, K. J. (1982). Innovation characteristics and innovation adoption–implementation: A meta-analysis of findings. IEEE Transactions on Engineering Management, EM-29(1), 28–45. https://doi.org/10.1109/TEM.1982.6447463
Tuti, M., & Sulistia, V. (2022). The customer engagement effect on customer satisfaction and brand trust and its impact on brand loyalty. Jurnal Manajemen dan Bisnis, 23(3). https://journal.umy.ac.id/index.php/mb/article/download/12518/7135
Wardhani, M. K., & DPW, I. A. (2024). The Role of Brand trust in Mediating Brand Image and Product innovation on Consumer Loyalty (Study on Samsung Users). International Journal of Economics, Business, and Accounting Research, 8(1). http://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/download/12488/5231
Wijaya, I. A. R., Aini, Y. N., & Nurtjahjani, F. (2025). Pengaruh live streaming dan content marketing terhadap minat beli busana online produk Lozy Hijab pada TikTok Shop (studi pada warga Malang). PENG: Jurnal Ekonomi dan Manajemen, 3(1), 643–652. https://doi.org/10.62710/s5jfft92
Wijayajaya, H. R., & Astuti, S. R. T. (2020). The effect of trust and brand image to repurchase intention in online shopping. KnE Social Sciences, 2020(3), 320–330. https://www.knepublishing.com/index.php/Kne-Social/article/download/3182/6744
Wongsansukcharoen, J. (2022). Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty. Journal of Retailing and Consumer Services, 66, 102911. https://www.sciencedirect.com/science/article/pii/S0969698921003921
Wright, K. B. (2017). Researching Internet-Based Populations: Advantages and Disadvantages of Online Survey Research, Online Questionnaire Authoring Software Packages, and Web Survey Services. Journal of Computer-Mediated Communication, 10(3), 00–00. https://doi.org/10.1111/j.1083-6101.2005.tb00259.x
Wulansari, O. D. (2023). Studi Literatur: Faktor-Faktor yang Mempengaruhi Work-Life Balance. Psychopreneur Journal, 7(1), Article 1. https://doi.org/10.37715/psy.v7i1.3404
Yunianingsih, D., & Suhud, U. (2023). TikTok live streaming and purchase intention in fashion e-commerce. International Journal of Electronic Marketing, 18(2), 89–104.
License
Copyright (c) 2025 Oktaviani Putri Dita Arumsari, Ery Tri Djatmika, Agus Hermawan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
