PENGARUH LIVE STREAMING SHOPPING DAN LAYANAN PAYLATER TERHADAP NIAT BELI ULANG KONSUMEN SHOPEE MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Mahasiswa D3 Dan S1 Universitas PGRI Madiun)

Istiqomah Istiqomah

Abstract


This study aims to determine the effect of live streaming shopping and paylater service on repurchase intention through customer satisfaction as an intervening variable for D3 and S1 students at and S1 students of PGRI Madiun University. The sample of this study were 372 students who have made purchases at Shopee. Research using the method method using quantitative descriptive analysis using the Structural Equation Model – Partial Least Square (SEM-PLS) analysis. Analysis data analysis was carried out with the help of software SmartPLS version 4.1.0.4. The results showed that live streaming shopping has a positive positive influence on repurchase intention. In addition, paylater services also have a positive effect on repurchase intention. The conclusion shows that live streaming shopping and paylater services have a significant contribution to repurchase intentions through customer satisfaction. through customer satisfaction. These results can help e-commerce companies like Shopee in improving marketing strategies and increasing consumer loyalty improve marketing strategies and increase consumer loyalty.

Keywords: Live Streaming Shopping, Paylater Service, Repurchase Intention, Customer Satisfaction


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