DETERMINAN REPURCHASE INTENTION KONSUMEN PRODUK FASHION PADA TIKTOK LIVE STREAM

VIKY EFFENDI, . (2023) DETERMINAN REPURCHASE INTENTION KONSUMEN PRODUK FASHION PADA TIKTOK LIVE STREAM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji faktor-faktor yang menentukan repurchase intention konsumen produk fashion pada TikTok live stream. Terdiri dari empat variabel yang digunakan, yaitu repurchase intention, customer satisfaction, customer trust, dan service quality. Penelitian ini dilakukan di Jabodetabek. Metode penelitian kuantitatif dengan menggunakan skala likert dengan populasi yang digunakan adalah pengguna TikTok dengan rentang usia minimal 17 tahun. Pada penelitian ini, Teknik pengambilann sampel adalah convenience sampling sebanyak 251 responden yang diperoleh. Teknik analisis penelitian menggunakan SPSS (Statistical Program for Social Science) dan SEM (Structural Equation Model). Hasil penelitian yaitu service quality secara signifikan berpengaruh langsung terhadap customer satisfaction, service quality secara signifikan berpengaruh langsung terhadap customer trust, customer satisfaction secara signifikan berpengaruh langsung terhadap customer trust, customer satisfaction secara signifikan berpengaruh langsung terhadap repurchase intention, dan customer trust secara signifikan berpengaruh langsung terhadap repurchase intention. This study aims to examine the factors that determine the repurchase intention of consumers of fashion products on TikTok live streams. It consists of four variables used, namely repurchase intention, customer satisfaction, customer trust, and service quality. This research was conducted in Jabodetabek. Quantitative research method using a Likert scale with the population used is TikTok users with a minimum age range of 17 years. In this study, the sampling technique was convenience sampling as many as 251 respondents were obtained. Research analysis techniques using SPSS (Statistical Program for Social Science) dan SEM (Structural Equation Model) The results of the study are service quality which has a significant direct effect on customer satisfaction, service quality has a significant direct effect on customer trust, customer satisfaction has a significant direct effect on customer trust, customer satisfaction has a significant direct effect on repurchase intention, and customer trust has a significant direct effect on repurchase intentions.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Prof. Usep Suhud, M.Si., Ph.D 2) Shandy Aditya, BIB, MPBS
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen Teknologi dan Ilmu Terapan > Teknologi (umum)
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 18107 not found.
Date Deposited:	04 Jul 2023 00:59
Last Modified:	04 Jul 2023 00:59
URI:	http://repository.unj.ac.id/id/eprint/38875

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