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PENGARUH SOCIAL COMMERCE TERHADAP E-REPURCHASE INTENTION MELALUI ONLINE CUSTOMER EXPERIENCE (Survei pada Konsumen Local Cosmetics and Beauty Products di TikTok Shop)
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh social commerce terhadap e-repurchase intention melaui online customer experience pada konsumen local cosmetics and beauty products di tiktok shop. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah explanatory surveiy dan teknik pengamnbilan sampel adalah simple random sampling dengan ukuran sampel sebanyak 349 responden. Data diolah secara statistik menggunakan teknik analisis data Structural Equation Modelling (SEM) dengan menggunakan program AMOS for Windows. Hasil penelitian ini menemukan bahwa gambaran social commerce, online customer experience, dan e-repurchase intention berada pada kategori sedang. Social commerce memiliki pengaruh positif dan signifikan terhadap e-repurchase intention melalui online customer experience. Temuan ini menunjukkan bahwa pengaruh tidak langsung social commerce memperoleh besaran pengaruh yang lebih rendah terhadap e-repurchase intention, dibandingkan pengaruh langsung. Berdasarkan hasil penelitian, peneliti merekomendasikan agar local cosmetics and beauty products di tiktok shop mempertahankan dan meningkatkan interaktivitas pada social commerce melalui stickiness, interactivity, personalization, sociability dan rating and review agar dapat meningkatkan jumlah konsumen yang bertahan menggunakan local cosmetics and beauty products di tiktok shop. This study aims to obtain an overview and influence of social commerce on e-repurchase intention through online customer experience among consumers of local cosmetics and beauty products in TikTok Shop. This study uses descriptive and verification research with a quantitative approach. The method used in this study is an explanatory survey and the sampling technique is simple random sampling with a sample size of 349 respondents. Data are processed statistically using Structural Equation Modeling (SEM) data analysis techniques using the AMOS program for Windows. The results of this study found that the description of social commerce, online customer experience, and e-repurchase intention are in the moderate category. Social commerce has a positive and significant influence on e-repurchase intention through online customer experience. This finding indicates that the indirect influence of social commerce has a lower magnitude of influence on e-repurchase intention, compared to the direct influence. Based on the research results, the researcher recommends that local cosmetics and beauty products in TikTok Shop maintain and increase interactivity in social commerce through stickiness, interactivity, personalization, sociability, and rating and review in order to increase the number of consumers who continue to use local cosmetics and beauty products in TikTok Shop.
KODEPRODI87210#Pendidikan_Bisnis_S1, Universitas Pendidikan Indonesia
PENGARUH SOCIAL COMMERCE TERHADAP E-REPURCHASE INTENTION MELALUI ONLINE CUSTOMER EXPERIENCE (Survei pada Konsumen Local Cosmetics and Beauty Products di TikTok Shop) (Text)
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HD Industries. Land use. Labor
HF Commerce
L Education (General)