Analysis Of Interest In Shopping Again Online On The Tiktok Store

Muhamad Adrian Agusta

Abstract


A This research aims to look at the factors that influence consumers' interest in shopping again on the TikTok Shop application. The data used was 207 respondents who had used TikTok shop for shopping. The analysis methodology used is Structural Equation Modeling Partial Least Square (SEM-PLS). The results of this research found that consumers' interest in shopping again on the TikTok Shop application is positively influenced by variables such as TikTok video content, consumer experience, perceived value and consumer satisfaction. Furthermore, this research also found that consumer satisfaction in shopping at TikTok Shop can be positively influenced by the quality of TikTok video content, consumer experience and perceived value. The findings of this research can certainly be useful in determining the business strategy needed for applications like TikTok.

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