Pengaruh Kepercayaan, Live Streaming, dan Pengalaman Pelanggan terhadap Niat Beli Ulang Melalui Kepuasan Pelanggan
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Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh kepercayaan, live streaming, dan pengalaman pelanggan terhadap niat beli ulang pada platform social commerce, dengan kepuasan pelanggan sebagai variabel mediasi. Data diperoleh melalui kuesioner online yang diisi oleh 170 mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tarumanagara yang memiliki pengalaman berbelanja di platform social commerce, yang dipilih dengan menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode PLS-SEM melalui software SmartPLS 4.0, yang mencakup pengujian model pengukuran dan model struktural. Hasil penelitian ini menunjukkan bahwa kepercayaan, live streaming, dan pengalaman pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan niat beli ulang. Selain itu, kepuasan pelanggan berpengaruh positif dan signifikan terhadap niat beli ulang dan memediasi secara positif dan signifikan pengaruh ketiga variabel independen tersebut terhadap niat beli ulang. Temuan tersebut menegaskan bahwa kepercayaan konsumen, fitur siaran langsung, dan pengalaman berbelanja yang positif berperan penting dalam membangun kepuasan pelanggan dan mendorong niat beli ulang pada platform social commerce.
This study aims to analyze the influence of trust, live streaming, and customer experience on repurchase intention on social commerce platforms, with customer satisfaction as a mediating variable. Data were obtained through an online questionnaire from 170 students of the Faculty of Economics and Business of Universitas Tarumanagara, who had experienced shopping on social commerce platforms. The data was analyzed by using PLS-SEM method through SmartPLS 4.0 software, which include measurement model and structural model. The results indicated that trust, live streaming, and customer experience have a positive and significant effect on customer satisfaction and repurchase intention. Furthermore, customer satisfaction positively and significantly influences repurchase intention and mediates the influence of the three independent variables on repurchase intention. These findings confirmed that consumer trust, live streaming features, and shopping experience play a significant and positive role in building customer satisfaction and driving repurchase intention on social commerce platforms.
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