Perceived value terhadap Repurchase Intention Generasi Z pada TikTok Live shopping: Peran Mediasi Trust
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Abstract
Bagi konsumen, khususnya Generasi Z, perceived value dan trust menjadi faktor yang berpotensi memengaruhi repurchase intention. Penelitian ini bertujuan menganalisis pengaruh perceived value terhadap repurchase intention Generasi Z pada TikTok Live Shopping serta menguji peran mediasi trust in streamer dan trust in product. Penelitian menggunakan pendekatan kuantitatif dengan 220 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS. Hasil penelitian menunjukkan bahwa perceived value berpengaruh positif dan signifikan terhadap trust in streamer, trust in product, dan repurchase intention. Trust in streamer dan trust in product juga berpengaruh positif terhadap repurchase intention, sedangkan trust in streamer berpengaruh positif dan signifikan terhadap trust in product. Pengujian mediasi menunjukkan bahwa trust in streamer dan trust in product memediasi pengaruh perceived value terhadap repurchase intention. Temuan ini menegaskan peran perceived value dan trust dalam mendorong repurchase intention Generasi Z pada TikTok Live Shopping.
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