Anteseden dan konsekuensi dari customer satisfaction dan customer involvement terhadap repurchase intention pada tiktok live shopping

Sanjaya, Mikael (2024) Anteseden dan konsekuensi dari customer satisfaction dan customer involvement terhadap repurchase intention pada tiktok live shopping. Masters thesis, Universitas Pelita Harapan.

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Abstract

Pandemi COVID-19 pada tahun 2020 memicu perubahan perilaku konsumen dan pebisnis. Sebagai tanggapan terhadap tantangan pasar yang dipicu oleh pandemi, para pengusaha dan konsumen sama-sama beralih ke platform online, melalui e-commerce sebagai saluran vital untuk pemasaran. Penelitian ini bertujuan untuk menginvestigasi faktor-faktor yang mempengaruhi niat untuk membeli kembali di kalangan pengguna TikTok, dengan fokus khusus pada kualitas produk, pengalaman live streaming, dan skenario streaming. Penelitian ini dilakukan terhadap pengguna TikTok di Indonesia dengan jumlah sampel sebanyak 235 sample, menggunakan metode SmartPLS untuk analisis data. Hasil penelitian menunjukkan bahwa kualitas produk yang dirasakan, nilai konten yang dirasakan, daya tarik harga yang dirasakan, interaktivitas yang dirasakan, profesionalisme yang dirasakan, kredibilitas, imersi, keterlibatan, dan kepuasan konsumen memiliki pengaruh yang signifikan terhadap niat untuk membeli kembali di platform TikTok. Implikasi dari penelitian ini adalah pentingnya memperhatikan faktor-faktor tersebut dalam merancang strategi pemasaran dan pengembangan produk di era digital, terutama di platform media sosial seperti TikTok, untuk meningkatkan keterlibatan pengguna dan keberhasilan bisnis secara keseluruhan. / The COVID-19 pandemic in 2020 triggered changes in consumer behavior and business practices. In response to the market challenges brought about by the pandemic, entrepreneurs and consumers alike shifted to online platforms, utilizing e-commerce as a vital channel for marketing. This research aims to investigate the factors influencing repurchase intentions among TikTok users, with a specific focus on product quality, live streaming experiences, and streaming scenarios. The study was conducted among TikTok users in Indonesia with a sample size of 235 participants, utilizing the SmartPLS method for data analysis. The results indicate that perceived product quality, perceived content value, perceived price attractiveness, perceived interactivity, perceived professionalism, credibility, immersion, involvement dan consumer satisfaction significantly influence repurchase intentions on the TikTok platform. The implications of this research underscore the importance of considering these factors in designing marketing strategies and product development in the digital era, particularly on social media platforms like TikTok, to enhance user engagement and overall business success.

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