Hasil pencarian

ThesisOpen AccessMetadata saja

PENGARUH CUSTOMER EXPERIENCE, PERCEIVED VALUE, DAN E-SERVICE QUALITY TERHADAP REPURCHASE INTENTION PADA MARKETPLACE TIKTOK SHOP (STUDI PADA MAHASISWA UNIVERSITAS BORNEO TARAKAN)

PUTRI NUR ANDINI

2026•

Penelitian ini dilakukan untuk menguji pengaruh customer experience, perceived value, serta e-service quality terhadap repurchase intention pada marketplace TikTok Shop (studi pada mahasiswa Universitas Borneo Tarakan). Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Penentuan sampel dilakukan dengan teknik purposive sampling. Sampel dalam penelitian ini adalah Mahasiswa Universitas Borneo Tarakan yang menggunakan TikTok Shop dengan jumlah sampel sebanyak 161 responden. Pengumpulan data dilakukan melalui penyebaran kuesioner, kemudian data dianalisis menggunakan regresi linear berganda dengan bantuan aplikasi SPSS versi 31. Hasil penelitian menunjukkan bahwa customer experience, perceived value dan e-service quality berpengaruh positif serta signifikan terhadap repurchase intention pada marketplace TikTok Shop.

Kata Kunci: Repurchase IntentionCustomer ExperiencePerceived Value dan E-service Quality

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ThesisOpen AccessMetadata saja

Pengaruh celebrity endorsement dan electronik word of mouth terhadap purchase intention dengan brand image sebagai variabel intervening pada produk lokal Scarlett Whitening (Studi pada Mahasiswa Universitas Borneo Tarakan)

SEPTI

2025•Skripsi, Thesis, Disertasi, dan Tugas Akhir

This study aimed to test the effect of celebrity endorsement and electronic word of mouth on purchase intention with brand image as an intervening variable in local Scarlet Whitening products (study on Borneo Tarakan University students). This study uses a quantitative research survey method, and the data collected was gathered through questionnaires. The sampling method used was a purposive sampling technique. The sample in this study consisted of students at Borneo Tarakan University who had used Scarlet Whitening, and the sample size was 280 respondents. The analysis technique used is SEM (Structural Equation Modeling), which is operated using SPSS version 26 and LISREL version 8.80 software. The study results showed that variables of Celebrity Endorsement have a positive and significant effect on Purchase Intention, the electronic word of mouth variable has no positive and significant effect on purchase intention, and the brand image variable has a positive and significant effect on purchase intention. Celebrity endorsement variables affect purchase intention through brand image and have a positive and significant effect. Electronic word of mouth variable affects purchase intention through brand image and has a positive and significant effect.

Celebrity endorsementElectronic word of mouthbrand imagepurchase intention

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