FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS REPURCHASE INTENTION OF CUSTOMERS IN TIKTOK SHOP

• Main Author: Fataya Gading, Agfa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75344
• Institution: Institut Teknologi Bandung

Pandemic situation making it a habit of people not being able to leave their home and buying things online. With this situation TikTok sees an opportunity to launch an integrated ecommerce platform called TikTok Shop. TikTok Shop has increased a lot through the years, and currently can compete with other big ecommerce companies. Because TikTok Shop is still categorized as a brand new ecommerce platform, the customer is still facing a problem during the purchasing journey. However, it is still uncertain whether the variable predicted will lead to repurchase intention in TikTok Shop. Therefore, this research aims to know which factors that significantly influence customer satisfaction towards repurchase intention in TikTok Shop. This research conducted a quantitative approach by online survey questionnaire towards customers using TikTok Shop. The researcher uses descriptive analysis and PLS-SEM to analyze the result. The result of this research indicates that perceived value, perceived popularity, product, and shopping environment has a positive influence towards customer satisfaction, also the customer satisfaction positive influence words repurchase intention of TikTok Shop. The findings of this research is to create insight about implementing marketing strategy on the ecommerce industry or related industry in Indonesia.