Pengaruh UGC, Brand Trust, dan Perceived Value dalam Mendorong Repurchase Intention MakeOver di TikTok
DOI:
https://doi.org/10.32493/Inovasi.v12i2.p534-543.56079Keywords:
Konten Pengguna; Kepercayaan Merek; Nilai Yang Dirasakan; Pembelian UlangAbstract
Perkembangan teknologi digital telah mengubah perilaku konsumen, khususnya dalam proses pembelian melalui media sosial seperti TikTok yang mengintegrasikan konten kreatif dengan aktivitas belanja. Salah satu permasalahan utama yang dihadapi merek kosmetik adalah mempertahankan niat pembelian ulang konsumen di tengah persaingan digital yang semakin ketat. Penelitian ini bertujuan untuk menganalisis pengaruh user generated content, brand trust, dan perceived value terhadap repurchase intention produk kosmetik lokal MakeOver pada platform TikTok dengan menggunakan kerangka teori Stimulus Organism Response (SOR). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 160 pengguna TikTok di Kota Denpasar yang pernah membeli produk MakeOver minimal dua kali, yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan statistik deskriptif serta regresi linier berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa user generated content, brand trust, dan perceived value berpengaruh positif dan signifikan terhadap repurchase intention, baik secara parsial maupun simultan. Nilai adjusted R square sebesar 0,467 menunjukkan bahwa model penelitian mampu menjelaskan 46,7% variasi niat pembelian ulang, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian.
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