PENGARUH CUSTOMER SATISFACTION TERHADAP REPURCHASE INTENTION PADA PENGGUNA TIKTOK LIVE STREAMING DI JAKARTA

SINTA YUNIANINGSIH, . (2023) PENGARUH CUSTOMER SATISFACTION TERHADAP REPURCHASE INTENTION PADA PENGGUNA TIKTOK LIVE STREAMING DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menginvestigasi faktor-faktor yang mempengaruhi repurchase intention pada konsumen produk fashion TikTok live streaming di Jakarta. Terdapat lima variabel yang digunakan dalam penelitian ini yaitu brand experience, brand trust, customer satisfaction, word of mouth (WOM), dan repurchase intention. Pengumpulan data dilakukan di Jakarta melalui penyebaran kuesioner online dengan menggunakan metode purposive sampling. Jumlah total responden dalam penelitian ini adalah 260, terdiri dari 51 pria dan 209 wanita yang berdomisili di Jakarta. Teknik analisis yang digunakan untuk mengolah data yaitu uji validitas dan uji reliabilitas dengan software SPSS dan SEM (Structural Equation Modeling) dengan software AMOS. Hasil penelitian ini menunjukkan semua indikator valid dan reliabel. Kemudian, hasil penelitian menunjukkan bahwa brand experience memiliki pengaruh positif dan signifikan terhadap brand trust, customer satisfaction, dan WOM, kemudian customer satisfaction dan WOM memiliki pengaruh positif dan signifikan terhadap repurchase intention, serta tidak terdapat pengaruh signifikan antara brand trust dan repurchase intention. *** This research aims to investigate the factors influencing repurchase intention among consumers of fashion products through TikTok live streaming in Jakarta. There are five variables investigated in this study: brand experience, brand trust, customer satisfaction, word of mouth (WOM), and repurchase intention. The data was collected through the distribution of online questionnaires using the purposive sampling method. The total number of respondents in this study was 260, comprising 51 males and 209 females who are residing in Jakarta. The data analysis techniques employed for processing the data included validity and reliability tests using SPSS software, and Structural Equation Modeling (SEM) using AMOS software. The results of this research indicate that all indicators are valid and reliable. Subsequently, the research findings reveal that brand experience has a positive and significant influence on brand trust, customer satisfaction, and WOM. Furthermore, customer satisfaction and WOM have a positive and significant impact on repurchase intention. However, there is no significant influence between brand trust and repurchase intention. Keywords: brand experience, brand trust, customer satisfaction, word of mouth, repurchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Shandy Aditya, BIB., MPBS.
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 19299 not found.
Date Deposited:	30 Aug 2023 01:58
Last Modified:	30 Aug 2023 01:58
URI:	http://repository.unj.ac.id/id/eprint/40178

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