The Role of Purchase Satisfaction in Mediating the Effect of Marketing Communication and Product Display on Repeat Purchases in the TikTok Shop Application
DOI:
https://doi.org/10.54099/ijibr.v5i1.1524Keywords:
Marketing Communication, Product Display, Purchase Satisfaction, Repeat Purchase, Tiktok E-CommerceAbstract
Tujuan – Makalah ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran dan tampilan produk terhadap pembelian berulang, baik secara langsung maupun melalui kepuasan pembelian sebagai variabel mediasi, pada platform e-commerce TikTok.
Metodologi/pendekatan – Pendekatan kuantitatif diterapkan, mengumpulkan data dari 200 pelanggan TikTok Shop menggunakan kuesioner terstruktur. Teknik pengambilan sampel menggunakan G-Power, dan data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0.
Temuan – Temuan menunjukkan bahwa komunikasi pemasaran dan tampilan produk memiliki pengaruh yang signifikan dan positif terhadap pembelian berulang, baik secara langsung maupun tidak langsung melalui kepuasan pembelian sebagai variabel mediasi. Hasil ini mendukung Model Diskonfirmasi Harapan, yang memperkuat pentingnya persepsi visual, komunikasi yang efektif, dan kepuasan pelanggan dalam membentuk loyalitas konsumen dalam lingkungan perdagangan sosial.
Kebaruan/nilai – Penelitian ini berkontribusi pada pengayaan literatur tentang strategi pemasaran digital dan menawarkan implikasi praktis bagi praktisi perdagangan sosial untuk mengoptimalkan pengalaman pengguna, konsistensi komunikasi, dan konten visual dalam meningkatkan pembelian berulang.
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