Abstract:Fashion sellers on TikTok Shop increasingly rely on live streaming marketing to engage Generation Z consumers, although how well this approach translates into repeat purchases remains underexplored, particularly the extent…
nt to which customer experience functions as a psychological link between the two. This study examines how live streaming marketing influences repurchase intention through customer experience as a mediating variable, focusing on Generation Z fashion consumers who use TikTok Shop in Makassar City. A quantitative design was applied, drawing on a purposive sample of 280 respondents, with data analyzed through SEM-PLS using SmartPLS 4. Findings reveal that live streaming marketing has a positive and significant influence on customer experience, whereas its direct effect on repurchase intention is not significant. Customer experience, in turn, positively and significantly affects repurchase intention and fully mediates the link between live streaming marketing and repurchase intention. These patterns suggest that Generation Z consumers remain skeptical of direct marketing cues and instead give greater weight to personal experience quality when deciding to repurchase. The study extends the Stimulus-Organism-Response framework to the live commerce setting and offers practical guidance for sellers to redirect marketing efforts from promotional intensity toward building immersive, personalized shopping experiences.
Abstract:Tujuan penelitian pengaruh E-Service Quality dan Brand Trust terhadap Repurchase Intention produk Madame Gie pada platform e-commerce Shopee. Objek penelitian adalah Madame Gie Official Shop di Shopee, dengan unit analisis…
is berupa pelanggan yang berbelanja di toko tersebut. Uji hipotesis melalui regresi linear berganda, uji t, dan uji f. Sampel penelitian 300 responden yang dipilih menggunakan teknik non-probability sampling. E-Service Quality berpengaruh positif dan signifikan terhadap Repurchase Intention ini membuktikan bahwa pengalaman layanan digital yang cepat, mudah, dan responsif memainkan peran penting dalam membentuk loyalitas konsumen. Semakin baik kualitas layanan yang dirasakan konsumen, maka semakin tinggi pula kemungkinan mereka untuk kembali membeli produk Madame Gie melalui Shopee.Brand Trust memiliki pengaruh positif dan signifikan terhadap Repurchase Intention. Kepercayaan konsumen terhadap kualitas, reputasi, dan konsistensi merek Madame Gie menjadi faktor krusial dalam membentuk keputusan pembelian ulang. Kepercayaan ini memperkuat persepsi positif dan mengurangi keraguan terhadap risiko pembelian produk kecantikan secara daring. E-Service Quality dan Brand Trust terhadap Repurchase Intention: Secara simultan, E-Service Quality dan Brand Trust memiliki pengaruh yang sangat signifikan terhadap Repurchase Intention, Hal ini menegaskan pentingnya strategi terpadu dalam pengelolaan kualitas layanan digital dan penguatan identitas merek untuk mempertahankan loyalitas pelanggan di platform e-commerce.
Abstract:This study aims to determine the the influence of product quality, packaging design, and customer experience on consumer repurchase intention on Ayam Penyet Bang Amin products in Rantauprapat, both partially and simultaneously.…
eously. This type of research is quantitative research with an associative approach. The population in this study were all consumers of Ayam Penyet Bang Amin Rantauprapat. The research sample was determined using the Lemeshow formula so that 96 respondents were obtained with a sampling technique using purposive sampling technique. Primary data were collected through online questionnaires and processed using SPSS version 23. The test results showed that partially, product quality had a positive and significant effect on repurchase intention (t count 3.069 > t table 1.986; Sig. 0.003 < 0.05). Packaging design had a positive and significant effect on repurchase intention (t count 2.446 > t table 1.986; Sig. 0.016 < 0.05). Customer experience also has a positive and significant effect on repurchase intention (t count 3.528 > t table 1.986; Sig. 0.001 < 0.05). Simultaneously, product quality, packaging design, and customer experience have a significant effect on consumer repurchase intention (F count 143.923 > F table 2.70; Sig. 0.000 < 0.05). The coefficient of determination of 0.819 indicates that the variables of product quality, packaging design, and customer experience are able to explain the variation in repurchase intention by 81.9%, while the remaining 18.1% is influenced by other variables outside this research model.
Abstract:The rapid growth of e-commerce has increased the importance of understanding factors that influence consumer repurchase intention, particularly in the beauty and personal care product sector. This study aims to analyze the…
he effect of customer online shopping experience on repurchase intention with trust as a mediating variable among beauty and personal care product consumers in Pontianak City. This research employs a quantitative associative approach with a sample of 175 respondents selected through purposive sampling. Data were collected using questionnaire with Likert-scale (1–4) and analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The results indicate that: (1) online shopping experience has a significant effect on trust (t-statistics 6,235; p values 0.000); (2) online shopping experience has a significant effect on repurchase intention (t-statistics 5,395; p values 0.000); (3) trust has a significant effect on repurchase intention (t-statistics 4,680; p values 0.000); and (4) trust mediates the effect of online shopping experience on repurchase intention (t-statistics 4,397; p values 0.000). These findings suggest that a positive online shopping experience and consumer trust are key factors in driving repurchase intention for beauty and personal care products through e-commerce platforms.
Abstract:Compared to traditional-based advertising, innovations in digital advertising techniques by e-commerce players have now attracted repurchase interest from various generations, including millennials. Therefore, this study…
aims to evaluate the influence of Shopee "COD Cek Dulu" advertising and celebrity endorsers on repurchase interest, mediated by purchase decisions. Using purposive sampling, this study involved 300 millennial respondents who are Shopee “COD Cek Dulu” consumers and employed a quantitative approach based on data analysis through Smart PLS. The results revealed that Shopee "COD Cek Dulu" advertising and celebrity endorsers significantly positively affect purchase decisions. Moreover, purchase decisions have a significant positive effect on repurchase interest and were found to mediate the relationship between Shopee "COD Cek Dulu" advertising and celebrity endorsers with millennials' repurchase interest. However, while celebrity endorsers showed a significant positive effect on repurchase interest, advertising had an insignificant effect on repurchase interest.
Abstract:By taking into account the function of brand attitude, brand credibility, and brand image as intervening variables, this study seeks to assess the impact of celebrity endorsement on repurchase intention of SOMETHINC products.…
ucts. A common marketing tactic for influencing consumer views and behavior toward specific products is celebrity endorsement. This study employs a survey methodology, collecting information from participants using questionnaires that are given to those who are familiar with SOMETHINC goods and have interacted with relevant celebrity endorsements. Utilizing statistical analysis techniques like multiple linear regression and path analysis, hypotheses are tested. The findings demonstrated that brand attitude, brand credibility, and brand image are significantly influenced by celebrity endorsement. In this situation, brand attitude has been shown to mediate between celebrity endorsement and intention to repurchase. A similar association between celebrity endorsement and repurchase intention is mediated by brand credibility and brand image. These results demonstrate that celebrity endorsements can positively affect consumers' perceptions of SOMETHINC products by enhancing brand attitude, brand credibility, and brand image. These factors in turn influence consumers' desire to repurchase the product. In order to maximize the efficacy of this marketing strategy, businesses should carefully evaluate the choice and management of celebrity endorsements as well as the development of positive brand attitudes, brand credibility, and brand image.
Abstract:Along with the increasing competition in the world of transportation business which is getting tighter, ease of use and consumer experience is an effective marketing strategy in providing service and satisfaction to many…
consumers and this can encourage consumer repurchase interest. The purpose of this study is to determine the effect of ease of use and consumer experience on repurchase intention through satisfaction. The population in this study are consumers who know the KAI Access application in the city of Malang. While the sample in this study was 271 respondents. This type of research is descriptive and non-probability, using the Smart PLS program. The results are (1) ease of use has a positive and significant effect on satisfaction (2) consumer experience has a positive and significant effect on satisfaction (3) ease of use has a positive and significant effect on repurchase intention (4) consumer experience has a positive and significant effect on repurchase intention (5) satisfaction has a positive and significant effect on repurchase intention (6) ease of use has a positive and significant effect on repurchase intention through satisfaction (7) consumer experience has a positive and significant effect on repurchase intention through satisfaction. Based on the results of the study, similar business actors suggest that companies are more selective in using ease of use which will provide a good experience for consumers so that consumers feel satisfied and feel an interest in repurchasing
Abstract:This study aims to determine the effect of service quality on repurchasing and the effect of customer satisfaction on repurchasing halal fashion products at the Bone Sewing House (RJA). The variables used are Service Quality…
lity (X1), Customer Satisfaction (X2) as the independent variable and Repurchase (Y) as the dependent variable. This study uses a quantitative approach. The research was conducted using a purposive sampling technique, with a sample of 80 respondents. The data collection method was through distributing questionnaires to the customer population of the Bone Sewing House (RJA). The data analysis technique used is Partial Least Square (PLS). The results of this study indicate that service quality (X1) has a significant effect on repurchase (Y) and customer satisfaction (X2) has a significant effect on repurchase (Y) with a sig value of 0.000, which means the value is less than α 0.05 or (0.000 < 0.05).
Abstract:The existence of banking institutions has an important role in the country's economy. Banking institutions have three main functions, namely financial intermediary, agent of development and agent of trust. The existence…
and sustainability of banking institutions must be pursued as much as possible by bank managers, because their existence can improve the economy. One of the efforts made by banking institutions is to channel credit to parties in need to meet customer needs and obtain benefits for banking institutions. The research method includes explanatory-descriptive-quantitative research. The population is 24,675 consumer credit customers of BRIGuna Bank BRI in the horseshoe area, East Java. The sample is 250 customers who have received BRIGuna consumptive credit at least twice in a row, using non-probability sampling-purposive sampling on a quota basis. Analysis tools and techniques using SPSS, SEM, and AMOS version 24. Data collection techniques using a questionnaire / google form and interviews. Service quality and innovation of a bank will improve the company's image, sustainable competitive advantage based on loyalty and the intention to re-elect in one bank. Innovation also affects customer satisfaction, while loyalty-based sustainable competitive advantage is also influenced by the image of banking companies. Loyalty-based sustainable competitive advantage affects the intention to re-elect in a bank. Further research to be more specific on the quality of consumer credit services, requires a collaborative approach to customers which is social capital and focuses on innovation that provides convenience for customers while maintaining the company's image in the eyes of customers because this is the key to a loyalty-based sustainable competitive advantage.
Abstract:This study is motivated by the increasing use of TikTok as a digital promotional medium through discount vouchers. In an increasingly competitive business environment, digital promotion not only aims to attract consumer…
interest but also to enhance customer satisfaction in order to encourage repeat purchases. Ayam Bersih Berkah in Ciparay District utilizes TikTok sales promotions as a digital marketing strategy to retain its customers. The purpose of this study is to examine the effect of TikTok sales promotions (discount vouchers) and customer satisfaction on consumers’ repurchase intention at Ayam Bersih Berkah in Ciparay District. This research employs a quantitative method with descriptive and verificative approaches. Data were collected through questionnaires distributed to consumers who had purchased Ayam Bersih Berkah products via TikTok. The research population consisted of consumers over a one-year period, and the sample was determined using the Slovin formula, resulting in 100 respondents. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and F-tests with SPSS version 25. The results indicate that TikTok sales promotions (discount vouchers) and customer satisfaction have a positive and significant effect on repurchase intention, both partially and simultaneously. Therefore, it can be concluded that effective TikTok sales promotions supported by high customer satisfaction can encourage sustainable repeat purchases.