The Role of Emotional Intelligence, Sales Strategies, Customer Trust, and Service Differences in Increasing Repurchase Intentions in Online Entrepreneurship in Indonesia
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Abstract
This study investigates the influence of emotional intelligence, sales strategies, customer trust, and service differences on repurchase intentions in the context of online entrepreneurship in Indonesia. With a quantitative approach, data were collected from 250 online consumers using a Likert scale (1–5) and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS 3). The results reveal that emotional intelligence and sales strategies significantly affect repurchase intentions both directly and indirectly through customer trust. Furthermore, service differences also show a strong direct relationship with repurchase intentions. Customer trust emerges as a vital mediating variable that enhances the impact of emotional and strategic efforts on customer loyalty. These findings highlight the importance of combining interpersonal competencies, marketing strategies, and value-added services to sustain customer retention in the Indonesian digital marketplace. The study offers practical insights for online entrepreneurs aiming to build long-term customer relationships and improve business sustainability.
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