ANALISIS PERAN CONTENT MARKETING, LIVE STREAMING, PRODUCT QUALITY DALAM MENINGKATKAN CUSTOMER SATISFACTION DAN REPURCHASE INTENTION KONSUMEN PRODUK THRIFT

CHIKITA PUTRI PRAMESWARI, . (2025) ANALISIS PERAN CONTENT MARKETING, LIVE STREAMING, PRODUCT QUALITY DALAM MENINGKATKAN CUSTOMER SATISFACTION DAN REPURCHASE INTENTION KONSUMEN PRODUK THRIFT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Chikita Putri Prameswari, 2025; Analisis Peran Content Marketing, Live Streaming, Product Quality dalam Meningkatkan Customer Satisfaction dan Repurchase Intention Konsumen Produk Thrift, S1 Bisnis Digital, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta, Tim Pembimbing: Prof. Usep Suhud, M.Si., Ph. D. & Meta Bara Berutu, S.E., M.M. Penelitian ini bertujuan untuk menganalisis pengaruh dari peran content marketing, live streaming, product quality dalam meningkatkan customer satisfaction dan repurchase intention konsumen produk thrift di platform TikTok. Pendekatan yang digunakan adalah kuantitatif, dengan motode survei yang disebarkan secara daring melalui Google Form. Sampel terdiri atas 270 responden yang memenuhi kriteria: berusia minimal 17 tahun, berdomisili di DKI Jakarta, pengguna aktif TikTok, dan telah melakukan pembelian setidaknya satu kali dalam enam bulan terakhir. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan software SPSS versi 26 dan AMOS versi 29. Hasil analisis menunjukkan bahwa seluruh hipotesis didukung dengan pengaruh yang positif dan signifikan. Meskipun content marketing dan live streaming terbukti mampu menarik minat konsumen, pengaruhnya terhadap repurchase intention sangat dipengaruhi oleh sejauh mana informasi yang diberikan bersifat jelas dan berkualitas. Sementara itu, product quality menjadi faktor yang paling dominan dalam memengaruhi kepuasan pelanggan dan niat beli ulang. Disamping itu, customer satisfaction terbukti secara langsung dan signifikan memengaruhi repurchase intention, memperkuat perannya sebagai elemen penting dalam membangun loyalitas konsumen. Kata Kunci: content marketing, live streaming, product quality, customer satisfaction, dan repurchase intention. ***** ABSTRACT Chikita Putri Prameswari, 2025; Analysis of the Role of Content Marketing, Live Streaming, and Product Quality in Enhancing Customer Satisfaction and Repurchase Intention of Thrift Product Consumers, S1 Digital Business, Faculty of Economics and Business, University of Jakarta, Advisory Team: Prof. Usep Suhud, M.Si., Ph.D., & Meta Bara Berutu, S.E., M.M. This study aims to analyze the influence of content marketing, live streaming, and product quality in improving customer satisfaction and repurchase intention of thrift product consumers on the TikTok platform. The approach used is quantitative, with a survey method distributed online via Google Form. The sample consisted of 270 respondents who met the following criteria: aged 17 years or older, residing in Jakarta, active TikTok users, and having made at least one purchase in the past six months. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of SPSS version 26 and AMOS version 29 software. The analysis results showed that all hypotheses were supported by positive and significant effects. Although content marketing and live streaming have proven to be effective in attracting consumer interest, their influence on repurchase intention is greatly influenced by the clarity and quality of the information provided. Meanwhile, product quality is the most dominant factor in influencing customer satisfaction and repurchase intention. Additionally, customer satisfaction has been proven to directly and significantly influence repurchase intention, reinforcing its role as a key element in building consumer loyalty. Keywords: content marketing, live streaming, product quality, customer satisfaction, and repurchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Chikita Putri Prameswari .
Date Deposited:	11 Aug 2025 02:35
Last Modified:	11 Aug 2025 02:35
URI:	http://repository.unj.ac.id/id/eprint/59227

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