Electronic Theses and Dissertation

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ABSTRACT This research aims to measure the effect of live streaming shopping and brand ambassador towards repurchase intention mediated by trust of tokopedia customers in banda aceh. Data were collected through a survey of 160 respondents as sample to represents the research population and used a questionnaire as the data collection instrument. The sampling technique used in this research was purposive sampling. Structural Equation Modeling (SEM) was used as analytical method to determine the effect between the variables involved. The results found that live streaming shopping has a positive and significant direct influence on repurchase intention. Brand Ambassador has no significant effect on Repurchase Intention. However, Trust variable is not able to mediate Live Streaming Shopping on Repurchase Intention and Trust is able to mediate Brand Ambassadors on Repurchase Intention. Keywords: Repurchase Intention, Trust, Live Streaming Shopping, Brand Ambassador.