ANTECEDENT OF CUSTOMER REPURCHASE INTENTION TIKTOK LIVE STREAMING VIDEO
This research aims to explain the influence of social media marketing on trust, hedonic motivation, customer engagement, and their impact on repurchase intention among TikTok’s live-streaming video customers. The method used in this study was a survey using a questionnaire as the instrument. The population in this research consists of TikTok users who have made online purchases using the TikTok live feature and are domiciled the Jabodetabek area. The study includes a sample size of 200 respondents. The data analysis technique using structural equation modeling (SEM) with the assistance of the AMOS version 24. The results of this study indicate that social media marketing has a positive and significant effect on trust, hedonic motivation, and customer engagement. Moreover, trust and hedonic motivation have a positive and significant impact on repurchase intention, as does customer engagement
Keywords: social media marketing, repurchase intention, trust, hedonic motivation, customer engagement.
