Pengaruh Perceived Value dan Electronic Word Of Mouth (E-Wom) Terhadap Repurchase Intention Melalui Customer Satisfaction Pada Pengguna Skintific Tiktok Shop Kota Padang
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Abstract
TikTok Shop menjadi salah satu platform yang menerapkan konsep ini melalui fitur video, siaran langsung, komentar, dan ulasan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Value dan Electronic Word of Mouth (E-WOM) terhadap Repurchase Intention melalui Customer Satisfaction pada pengguna skincare Skintific di TikTok Shop Kota Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 150 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa Perceived Value berpengaruh positif dan signifikan terhadap Customer Satisfaction dan Repurchase Intention. E-WOM juga berpengaruh positif dan signifikan terhadap Customer Satisfaction dan Repurchase Intention. Selain itu, Customer Satisfaction berpengaruh positif dan signifikan terhadap Repurchase Intention. Hasil pengujian mediasi menunjukkan bahwa Customer Satisfaction memediasi pengaruh Perceived Value dan E-WOM terhadap Repurchase Intention. Temuan ini menunjukkan bahwa penilaian konsumen terhadap manfaat produk, informasi yang diperoleh dari konsumen lain, serta kepuasan setelah menggunakan produk berperan dalam mendorong niat pembelian ulang Skintific melalui TikTok Shop.
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