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PENGARUH SOCIAL COMMERCE TERHADAP E-REPURCHASE INTENTION MELALUI CUSTOMER ENGAGAMENT
Penelitian ini bertujuan untuk memperoleh gambaran dan menganalisis pengaruh social commerce terhadap e-repurchase intention melalui customer engagement pada followers shopee mayoutfit. Penelitian ini bersifat deskriptif dan verifikatif dengan pendekatan explanatory survey. Teknik pengambilan sampel yang digunakan adalah simple random sampling, melibatkan 349 responden. Analisis data dilakukan menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa tingkat social commerce, customer engagement, serta e-repurchase intention berada pada kategori baik. Secara signifikan, social commerce berpengaruh positif terhadap e-repurchase intention. Sementara itu, customer engagement juga berpengaruh langsung terhadap e-repurchase intention dan memediasi hubungan antara social commerce dengan e-repurchase intention. Artinya, meskipun pelanggan telah merasakan manfaat interaksi melalui social commerce, tingkat keterlibatan mereka tetap menjadi faktor penting yang memperkuat niat untuk melakukan pembelian ulang. Implikasi dari penelitian ini mengarah pada pentingnya strategi pemasaran digital yang tidak hanya menekankan pemanfaatan fitur interaktif dalam social commerce, tetapi juga pada upaya memperkuat customer engagement guna mempertahankan e-repurchase intention, serta memastikan keberlanjutan daya saing UMKM di era digital. Kata Kunci : social commerce, customer engagement, e-repurchase intention This study aims to provide an overview and analyze the influence of social commerce on e-repurchase intention through customer engagement among Shopee Mayoutfit followers. The research employs a descriptive and verificative method with an explanatory survey approach. The sampling technique used was simple random sampling, involving 349 respondents. Data were analyzed using Structural Equation Modeling (SEM). The results indicate that the levels of social commerce, customer engagement, and e-repurchase intention are categorized as good. Social commerce has a significant positive effect on e-repurchase intention. Furthermore, customer engagement not only has a direct influence on e-repurchase intention but also mediates the relationship between social commerce and e-repurchase intention. This suggests that although customers benefit from interactions through social commerce, their level of engagement remains a crucial factor in strengthening the intention to repurchase. The implications of this study highlight the importance of digital marketing strategies that focus not only on providing interactive features in social commerce but also on efforts to strengthen customer engagement in order to maintain e-repurchase intention and ensure the sustainability of SMEs’ competitiveness in the digital era. Keywords: social commerce, customer engagement, e-repurchase intention
KODEPRODI61105#Manajemen_S2, Universitas Pendidikan Indonesia
PENGARUH SOCIAL COMMERCE TERHADAP E-REPURCHASE INTENTION MELALUI CUSTOMER ENGAGAMENT (Text)
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HD Industries. Land use. Labor
HD28 Management. Industrial Management
HF Commerce