THE INFLUENCE OF CUSTOMER SATISFACTION ON REPURCHASE INTENTION AMONG TIKTOK LIVE STREAMING USERS IN JAKARTA

Abstract

This research aims to investigate the factors influencing repurchase intention among TikTok live streaming fashion product consumers in Jakarta. There are five variables used in this study: brand experience, brand trust, customer satisfaction, word-of-mouth (WOM), and repurchase intention. Data collection was conducted in Jakarta from May to July 2023. The data was collected by distributing online questionnaires using purposive sampling method. The total number of respondents in this study was 260, consisting of 51 males and 209 females, all residing in Jakarta. The data was processed using exploratory factor analysis and structural equation modeling. The results of this study indicate that brand experience has a positive and significant influence on customer satisfaction and WOM, customer satisfaction has a positive and significant influence on brand trust, brand trust has a positive and significant influence on repurchase intention, and WOM has a positive and significant influence on repurchase intention.